For Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 16% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For Consumer Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

For eBusiness & Channel Strategy Professionals

Is The Time Right To Build A Mobile App?

Balance The Buzz With Real Customer Value And Revenue Opportunities

by Brian K. Walker, October 29, 2009

The rapid growth of the iPhone and iPod touch application market has fueled a race to develop these applications on the part of eBusiness and channel strategy professionals. Recently, Forrester published a useful outline to help determine if a mobile . . .

For Consumer Product Strategy Professionals

Mobile Strategy: Frequently Asked Questions

FAQs From Forrester's European Clients About Leveraging Mobile's Growth

by Thomas Husson, October 20, 2009

Client interest in mobile has exploded in the past year, partly thanks to the tremendous success of the iPhone/Apple App Store. Many brands that are starting to create a mobile presence are bombarding us with questions. To help them define — or refine . . .

For Marketing Leadership Professionals

Marketing Leaders: Make Marketing Innovation A Mandate

Seed And Source Innovation From Within, Based On A Plan

by Mary Beth Kemp, October 16, 2009

Consumers, and the marketing strategies to engage with them, change with every technology twist. Although many marketers dabble in new marketing initiatives, most don't approach experimentation and innovation on a consistent basis. CMOs must tie experimentation . . .

For Interactive Marketing Professionals

How Email Marketers Should Capitalize On Youth Communication Patterns

Four Tactics For Relevance In The Youth Inbox

by David Daniels, October 1, 2009

Ninety percent of US online youths surveyed in our recent youth online survey have at least one email account. While just 19% of US online youths report opting in to email newsletters, they are highly engaged in the viral aspects of email. But US youths . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: How Consumers Connect With Companies Via Mobile  (623 KB PPT)

by Corina Matiesanu, September 18, 2009

This highlight deck summarizes the key findings related to mobile marketing from Forrester's North American Technographics Interactive Marketing Online Survey, Q2 2009 (US). This is the second survey highlight in a series from the North American Technographics . . .

For Interactive Marketing Professionals

Best Practices: Mobile Marketing

As Mobile Campaigns Spread, Plan And Measure Them Appropriately

by Neil Strother, August 6, 2009

Mobile marketing is gaining momentum, even in a down economy. One in four US interactive marketers is currently using mobile, and nearly half of these (47%) will increase mobile spending this year. Even with marketers using a wide variety of tactics, . . .

For Interactive Marketing Professionals

Case Study: RIM's Simple, Goal-Oriented Approach To Mobile Marketing

by Neil Strother, August 6, 2009

Research In Motion (RIM), maker of the popular BlackBerry devices, has used a simple approach to its mobile marketing effort as it tries to capture growing interest among consumers for smartphone devices. The campaign demonstrates other best practices: . . .

For Interactive Marketing Professionals

Case Study: Bing Mobile Campaign Syncs With Target Audience

Microsoft Matches Audience Habits In Interactive Search Engine Ads

by Neil Strother, August 6, 2009

Microsoft demonstrated a keen understanding of mobile marketing best practices when it launched its Bing for mobile campaign in conjunction with the kickoff of its new online search engine. These best practices include matching the campaign with your . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile POST

by Reineke Reitsma, July 9, 2009

Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device that's always on and always available. Current mobile strategies . . .

For Interactive Marketing Professionals

US Interactive Marketing Forecast, 2009 To 2014

Spend Will Reach Nearly $55 Billion As Interactive Cannibalizes Traditional Media

by Shar VanBoskirk, July 6, 2009

Interactive marketing will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising, email marketing, social media, and mobile marketing. . . .

For Interactive Marketing Professionals

Interactive Marketing Channels To Watch In 2009

The Recession Inhibits Firms From Trialing Emerging Channels

by Shar VanBoskirk, June 4, 2009

Because of the recession, this year marketers decline their use of brand-oriented display media and are particularly shy to adopt emerging channels like online video and mobile marketing. Instead, they cling to direct response specialists email and search . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile Technographics®

by Reineke Reitsma, May 22, 2009

Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of cell phones in people's everyday lives comes as no surprise, . . .

For Consumer Product Strategy Professionals

The Mobile Internet Creates New Opportunities For Direct-To-Consumer Strategies

by Thomas Husson, May 22, 2009

The success of Apple's iPhone has acted as a marketing catalyst and showcased the potential of the mobile platform. Open mobile Internet browsing and the distribution of widgets and applications via new retail stores represent two sides of the same coin: . . .

For Interactive Marketing Professionals

Is An iPhone App Right For You?

How To Decide If A Mobile Application Should Be Part Of Your Brand's Road Map

by Neil Strother, May 11, 2009

The size of the smartphone market — and the buzz surrounding Apple's iPhone App Store — has many interactive marketers considering whether they should deploy mobile applications. Early success by some brands might lead marketers to mistakenly conclude . . .

For Customer Experience Professionals

Where To Find Help For Web Design Projects, 2009

North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

by Vidya L. Drego, May 8, 2009

Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still selective about the projects they take on. To help kick-start . . .

For Interactive Marketing Professionals

The Joy Of Text

Using The Golden Rule Of SMS Marketing In Europe

by Nate Elliott, May 5, 2009

With nearly three-quarters of European mobile subscribers using short message service (SMS) each month — and barely one-quarter using any other mobile service — SMS remains the one mobile marketing option able to deliver a large number of users. However, . . .

For Interactive Marketing Professionals

Does Mobile Marketing Matter Yet?

by Christine Spivey Overby, May 4, 2009

Mobile promises new ways for marketers to connect with their customers — like branded applications, video, and even on-the-go transactions — eventually. But in the short term, the recession will limit marketers' mobile ambitions. We recommend that most . . .

For Interactive Marketing Professionals

Marketing To Recession-Resistant Consumers

by Peter Sargent, April 20, 2009

There's no denying that the economy is in trouble. However, not everyone plans to cut back during this recession. By targeting specific characteristics, interactive marketers can successfully locate consumers who plan to continue spending during tough . . .

For Interactive Marketing Professionals

The Resilience Of Email Marketing In Tough Times

by David Daniels, April 14, 2009

Consumers tell us that the economic downturn will influence their spending on SMS text plans and cell phone and landline usage but not Internet access fees, which will drive low-cost forms of online communication, including email. Consumers communicating . . .

For Consumer Product Strategy Professionals

Mobile Technographics

Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

by Julie A. Ask, Charles S. Golvin, April 9, 2009

Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies to airlines — should be considering their mobile strategy. . . .

For CIOs

Retail Technology Investment Priorities

Which Technologies Should CIOs Drive To Generate Quick Returns For Shareholders?

by George Lawrie, April 1, 2009

With the global economy amid financial meltdown, retail CIOs face complex IT choices. Should they continue process improvement initiatives, upgrade their best-of-breed portfolio, or implement a standardized suite? All of these involve significant demands . . .

For Customer Experience Professionals

How Japanese Consumers Use The Mobile Internet

by Jonathan Browne, March 10, 2009

The mobile phone market in Japan is saturated: 96% of online consumers already own mobile phones, many of which offer Internet access and advanced capabilities. Although both men and women are avid mobile Internet users, there are significant differences . . .

For Interactive Marketing Professionals

Flexing The Mobile Channel In A Recession

How Interactive Marketers Can Leverage Mobile In A Downturn

by Neil Strother, March 6, 2009

One-third of consumers expect to alter their use of cell phones and wireless services this year as they cope with a faltering economy, and many will change their buying habits to lower spending. Interactive marketers seeking to reach mobile consumers . . .