Forrester

Forrester: US social and display ad spend to grow by 70%
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A Forrester Research report has revealed that US display advertising and social media advertising spending will grow by 70% between 2017 and 2021. Expansion of social media advertising will play a pivotal role in this growth. Commenting on this prediction, Marketing Land columnist Greg Sterling says, “Forrester says the majority of mobile display spending (“close to […]

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Forrester: Prepare for voice search now
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In 2016 Google I/O keynote Google CEO Sundar Pichai announced that 20% of queries on its mobile app and on Android devices are voice searches. According to a comScore research 50% of all searches will be voice searches by 2020. Forrester’s Collin Colburn has published an article advising marketers to optimize for voice search now. Colburn says, “Any […]

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‘Engage Customers With Mobile Wallet Marketing’ – Forrester
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Xiaofeng Wang says, “Forrester predicts that the future of mobile wallets will go far beyond mobile payments. In the West, this vision is still a work in progress. However, Chinese digital juggernauts Alipay and WeChat have morphed their mobile wallets into rich customer engagement platforms. My latest report, “Engage Customers With Mobile Wallet Marketing,” tells […]

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‘B2B Marketing Is More Than Just Marketing’ – Forrester
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Peter O’Neill says, “At the B2B Marketing 2016 forum last October, we had several sessions when we reflected on some external forces that affect our work as marketers. Trends included the movement toward as-a-service business models (our CEO once famously predicted that every business will eventually become a software business), the increasing use of video content in […]

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‘Link Marketing Results To Decision Making And Revenue Outcomes’ – Forrester
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Allison Snow says, “If you took your company name and logo off of your marketing collateral, would the reader still know that it came from your firm? How strongly does your brand shine through in unique language, perspective, and distinct value? You can ask the same about your marketing performance reports. Are the metrics that […]

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‘Forrester’s Top 10 B2B Marketing Blogs Of 2016’ – Forrester Blogs
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Caroline Robertson says, “As the number of days in 2016 winds down, my own days at Forrester are adding up. I recently joined Forrester as a new B2B marketing research director, working alongside Peter O’Neill. I appreciate how your appreciation of the insights and guidance from our team led to the need for more leadership, and […]

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‘Salesforce Closes their Marketing Cloud Gap with Krux’ – Forrester Blogs
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Susan Bidel says, “With 150,000 customers, Salesforce, one of the world’s largest providers of customer relationship management (CRM) technology, is a trusted steward of its clients’ first-party customer and sales data. In acquiring Krux, a data management platform that ranked as a Leader in Forrester’s November 2015 Data Management Platform Wave, Salesforce supplements its capabilities… [[ […]

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‘Understanding The Global Digital Marketing Landscape’ – Forrester Blogs
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Brandon Verblow says, “I joined Forrester earlier this year as an associate forecast analyst on the ForecastView team, focusing on digital marketing (DM) topics. The ForecastView team’s goal is to answer the questions “How much?” and “When?” To this end, we publish five-year forecasts that provide forward-looking, quantitative guidance around the key issues that our research […]

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‘Get Ready For The B2B Marketing Forum In October’ – Forrester Blogs
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Peter O’Neill says, “We know you B2B marketing execs are not in denial. You get that 74% of business buyers conduct more than half of their research online before making an offline purchase — and that 59% of those same business buyers prefer not to interact with a sales rep as their primary source of […]

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Affiliate marketing offers alternative to crowded content marketplace: Forrester
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“The human element is essential to a successful affiliate program as relationships play an increasing role. “People turn to trusted sources to learn about products,” she said. “Publishers with their own loyal communities and advertisers with aggressive …

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‘Beyond The Beacon Proximity-Marketing Hype, Fuel Contextual Marketing With Location Data’ – Forrester
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Thomas Husson says, “When it comes to location-based marketing and proximity-marketing, more often than not, marketers seem fascinated by the beacon technology. With 82% of shoppers making their actual purchasing decision in-aisle, it’s no wonder that vendors are betting on beacons and indoor positioning systems to help marketers interact with consumers in real time. A year […]

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Forrester: Out With The Old Media Buying, In With The New
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Forrester Research warns B2C marketers to be on the lookout for big changes in media buying in 2016. As Luca Paderni, Forrester's vice president and research director serving B2C marketing professionals, told Real-Time Daily last week, one of Forrester …

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‘B2B Marketing Technology’s End Goal? Contextual Marketing!’ – Forrester
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Laura Ramos says, “I attended the “Galvanize” conference sponsored by Bulldog Solutions last week and had the pleasure of hearing Scott Brinker explore the changing landscape of marketing technology.  Investment in new marketing start ups and ideas is clearly at an all time high, as one look at the ChiefMarTec supergraphic will show. This is both […]

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‘We’ve Hit The B2B Marketing Ground Running’ – Forrester
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Peter O’Neill says, “Our new B2B marketing role pages are just one month old, and we have already published new reports on B2B channels, marketing through communities, B2B metrics that matter, and thought leadership programs. All topics at the sharp end of B2B marketing. Our team was also present at Forrester’s two Marketing Leadership Forums held […]

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‘A Formal Social Marketing Structure Is Key To Success In Asia Pacific’ – Forrester
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Clement Teo says, “Discussing with Asia Pacific marketers, I often hear that they struggle to find and recruit the right social marketing skills, including data analysts. While staffing is important insofar as tactics go, having a proper team structure to execute on these tactics is, in my view, even more crucial. In fact, they can mitigate […]

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‘Lessons From SingPost’s Social Marketing Strategy’ – Forrester
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Clement Teo says, “In Asia Pacific, there is growing recognition that the old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and the disruptive power of digital. Marketers need a new framework to align their marketing decisions to the customer’s experiences with the brand to […]

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‘Five Social Data Resolutions That Will Make You A Better Marketer’ – Forrester
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Kim Celestre says, “”If there is no struggle there is no progress” — Frederick Douglass Despite spending years optimizing their social marketing efforts, advanced marketers share a common hurdle: How do they make sense of all the data that their social marketing programs generate? It seems that this isn’t an easy endeavor — all 12 […]

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‘Want More Social Marketing Budget? Stop Measuring Social Engagement’ – Forrester
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Nate Elliott says, “Every week I get calls from Forrester clients asking how they can measure engagement on Facebook and Twitter. And every time, I tell these marketers the same thing: You must stop measuring social engagement. I understand that it’s hard to measure social success: Marketers tell us measurement is their single biggest social challenge. […]

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‘Internet Of Things Software Platforms Will Become The Rage In 2015’ – Forrester
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Frank Gillette says, “The hype around the Internet of things was on full display over the last six weeks, with announcements and events from vendors such as ARM, Cisco, GE, IBM, Intel, PTC, and others. Much of the hype has focused on the possibility of saving lots of money because of all the new information that can […]

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