Which tactics will best address our marketing goals?

Overview of interactive marketing trends Formal review of existing interactive marketing programs including: Email Marketing Reviews Search Marketing Reviews In-depth customer analysis with: Consumer Technographics® Social Technographics® Social Technology Strategy Forrester's POST Methodology Customized best practices analysis Prioritization of interactive marketing tactics Workshops on key marketing technologies Customized partner selection of selected technology vendors and agencies

Deciding how best to reach customers was simpler when channels were limited to print, television, and radio. Today, marketers can choose from a wealth of new technologies and interactive channels such as:

• Email and search marketing
• Behavioral and contextual targeting
• Social Computing (i.e., blogs, social networks, podcasting)
• User-generated content
• Mobile marketing

While greater choice means greater challenges, it also allows marketers to be more creative when incorporating interactive tactics into the marketing mix. Forrester’s interactive marketing strategy consulting engagements help you navigate the changing landscape, evaluate existing programs, identify new opportunities, and incorporate interactive marketing tactics through data-driven methodologies.

Evaluate And Incorporate Interactive Marketing To Your Advantage

You can take full advantage of the changing landscape with Forrester’s interactive marketing strategy consulting. Our expert analysts help you:

1. Educate your company about technology and consumer trends. Leverage syndicated research and analyst expertise to understand how new technologies and interactive channels — together with consumers’ rapidly changing behaviors and media consumption — have created exciting opportunities for your organization.



2. Assess your campaigns, consumers, and competitors. Having analyzed technology change for more than 24 years, Forrester has an unparalleled track record for identifying and anticipating consumer and technology trends. We can help you discover market opportunities, identify best practices, evaluate campaigns, and fine-tune your interactive marketing efforts.


• Expert review. Forrester leverages its proprietary methodology for evaluating email and search marketing campaigns and programs — and scores each campaign based on multiple dimensions using a rigorous, research- and data-driven scale.
• Consumer data analysis. Our data experts can quickly and efficiently tap the more than 230,000 completed surveys in North America, Europe, and the Asia Pacific region every year to expose the behaviors and attitudes of your target customers.
• Best practice analysis. Forrester analysts leverage our consumer data, vendor briefings and client inquiries to identify the interactive marketing best practices most relevant to your target customers and marketing objectives — from inside and outside of your industry.


3. Prioritize and improve your interactive marketing results. As an independent research firm, Forrester provides recommendations that are not biased by commercial interests. Using Forrester’s Consumer Technographics® data, you can harness the power of consumers by knowing their profiles, social technology usage, and motivations.


• Social Technology Strategy. Executives are going about social strategy backwards: picking technologies like blogs or communities first instead of focusing on what they want to accomplish. Forrester’s POST methodology provides a four-step method for social strategy formation.
• On-site workshops. Led by Forrester analysts, our on-site workshops equip you with the knowledge to succeed in specific opportunity areas, such as search engine marketing, email marketing, business blogging, mobile marketing, and Social Computing.
• Vendor and partner evaluation and selection. We leverage our rigorous, objective, and transparent analyses of marketing technology vendors and agency partners to help you create your own vendor shortlist. We can also provide the information, tools, and processes required to shorten and improve the selection process.