For Consumer Product Strategy Professionals

Designing A Mobile Empowered Product Strategy

An Report: Applying The IDEA Framework To Smartphone Users

by J.P. Gownder, September 7, 2010

Product strategists developing mobile offerings should take inspiration from Forrester's new book Empowered. When designing a mobile product strategy, they should employ a mobile version of the IDEA framework: Identify Mobile Mass Influencers, deliver . . .

For Interactive Marketing Professionals

Social Media Marketing For Financial Services

How To Navigate The Regulatory Minefield And Build Effective Social Media Programs

by Nate Elliott, September 7, 2010

Financial services firms are beginning to adopt social technologies: In fact, we found that 79% of companies in the industry have some social media presence. But, held back by regulatory concerns and a lack of experience, few are using social media very . . .

For eBusiness & Channel Strategy Professionals

How Travel eBusiness Can Win Friends And Influence Travelers

An In-Depth Look At Travel Social Fans, The Travelers Who Friend, Follow, Or Fan Travel Companies And Destinations On Social Media Sites

by Henry H. Harteveldt, Elizabeth Stark, September 3, 2010

Travelers view social media as more than a way to stay in touch with people they know. Forrester data reveals that two in five US online leisure travelers have friended, followed, or become a fan of a travel company or destination on a social networking . . .

For Consumer Product Strategy Professionals

Western European Mobile Games Forecast, 2010 To 2015

The Lessons To Learn From Gaming, Mobile's Most Advanced Content Market

by Thomas Husson, August 27, 2010

The Western European mobile gaming market is set to grow from €764 million at the end of 2010 to €1.46 billion by the end of 2015. Growth will come from a combination of a rise in the number of paying mobile gamers — from 31 million to 45 million between . . .

For Application Development & Delivery Professionals

Define Your Mobile Development Strategy

Use Forrester's Mobile POST Method To Create A Mobile Development Plan

by Jeffrey S. Hammond, August 24, 2010

Developing mobile applications used to be an arcane activity pursued by highly specialized developers, but no more. The surge in popularity of Android devices, BlackBerries, and iPhones has application development professionals gearing up to incorporate . . .

For Consumer Product Strategy Professionals

US Tablet Buyers Are Multi-PC Consumers

Product Strategists Must Position PCs And Peripherals Within A Multidevice Lifestyle

by Sarah Rotman Epps, August 19, 2010

The success of the Apple iPad has created a halo around tablets in general: Consumers are interested in these devices, even if they're confused about what they actually are. US online consumers who own or intend to buy iPads and other tablets fit a typical . . .

For eBusiness & Channel Strategy Professionals

Web Site Functionality Benchmark 2010: UK Grocers

Top UK Grocers

by Patti Freeman Evans, Lauriane Camus, August 18, 2010

Forrester evaluated the grocery Web sites of the four largest UK grocers — Asda, Sainsbury's, Tesco, and Waitrose — using our Web Site Functionality Benchmark methodology. The results: Sainsbury's led the pack, but the overall functionality experiences . . .

For eBusiness & Channel Strategy Professionals

European Banks Should Start Adding Customer Ratings And Reviews To Their Sites

European Online Financial Researchers Want Ratings And Reviews

by Alexander Hesse, August 16, 2010

European online financial researchers look for customer ratings and reviews. They tend to trust them and find them valuable for making better buying decisions. Although a range of North American financial services firms offer customer ratings and reviews . . .

For Interactive Marketing Professionals

How To Create An Effective Brand Presence On Facebook

Forrester Research Online Facebook WebTrack

by Melissa Parrish, August 12, 2010

Marketers are flocking to Facebook — but creating a compelling Facebook brand presence requires forethought and commitment. The best Facebook marketers maximize their pages' exposure, post frequently, and encourage fans to interact. Interactive marketers . . .

For Consumer Product Strategy Professionals

US Consumers Are Willing Co-Creators

Activate Engaged Consumers With Social Technologies To Build Better Products

by Doug Williams, August 10, 2010

According to a survey of consumer product strategy (CPS) professionals, nearly half of all companies are not using social media to interact directly with their customers in order to influence product creation, design, or strategy. While numerous barriers . . .

For Interactive Marketing Professionals

Viral Video Creative That Works

The 2010 Viral Video WebTrack And Consumer Survey

by Nate Elliott, August 9, 2010

More people are watching online video than ever before, and most share their favorite videos with their friends — but that doesn't mean creating a successful viral video is getting any easier. When we studied the most popular viral videos from the first . . .

For Market Research Professionals

Latin American Social Technographics® Revealed

How Can Companies Leverage Latin Americans' Love of Social Media?

by Roxana Strohmenger, August 9, 2010

Forrester's Social Technographics® profiles reveal that online metropolitan Brazilians and Mexicans are voracious consumers of social media and are the most active across every level of social engagement in all of the markets we survey. Companies trying . . .

For Consumer Product Strategy Professionals

Online Video Best Practice

Benchmarking Web Sites Using Forrester's Online Video Product Scorecard

by Nick Thomas, August 5, 2010

Over the past year, our video strategy series has presented the business case goals and best practices for adding video to your Web site. In this report, we demonstrate how our online video product scorecard enables companies to benchmark their efforts, . . .

For Customer Experience Professionals

Customer Experience Trends: Leaders At FedEx, Time Warner Cable, And USAA Weigh In

A Panel Discussion At The 2010 Customer Experience Forum

by Paul Hagen, August 3, 2010

Highlights of the Trends In Customer Experience panel at Forrester's Customer Experience Forum 2010 included a debate about the need for a chief customer officer (CCO), a prediction that "Web sites are dead," and a discussion of strategies for cross-channel . . .

For eBusiness & Channel Strategy Professionals

How Travel eBusiness Can Engage Conversationalists, The New Social Media Group

by Henry H. Harteveldt, July 28, 2010

From 2008 to 2010, 26.3 million more US online leisure travelers began using social media. Members of the group that travel eBusiness professionals need to pay attention to for their social commerce potential are the 53.8 million US online leisure travelers . . .

For Technology Product Management & Marketing Professionals

Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans

by Peter O'Neill, July 27, 2010

Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to plan marketing programs, campaigns, and collateral, each of . . .

For Interactive Marketing Professionals

Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

Marketers Hope For Success In Nascent Market

by Melissa Parrish, July 26, 2010

Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale with geotargeted media. The market is quite nascent, . . .

For Application Development & Delivery Professionals

The Mall Of Google

The Internet Ad Giant Shifts Emphasis To Include Enterprise IT

by Jeffrey S. Hammond, July 21, 2010

Open source is no longer a "don't ask, don't tell" secret in enterprise application development shops: Increased executive awareness and evolving open source business models are leading shops to adopt a mix of open source and commercial code. This shift . . .

For Consumer Product Strategy Professionals

Social Co-Creation

Why Product Strategy Professionals Should Leverage Social Technologies To Design And Improve Their Products

by Doug Williams, July 9, 2010

Social technologies have emerged as a critical tool for consumer product strategy (CPS) professionals. Social co-creation gives CPS professionals the ability to embrace consumers and leverage their insight to improve existing products or create new ones. . . .

For Customer Experience Professionals

BBVA Makes Online Banking Customized, Aggregated, Relevant, And Social

CARS Improves Customer Experience And Supports The Bank's Growth Strategy

by Jonathan Browne, July 8, 2010

Forrester has predicted that the next generation of online experiences will be customized, aggregated, relevant, and social (CARS). We can already see early examples of companies that are transforming their digital offerings with these attributes. At . . .

For eBusiness & Channel Strategy Professionals

Online Retailing In Australia 2010: Marketing, Merchandising, And Customer Service

by Steven Noble, July 6, 2010

In "Online Retailing In Australia 2010," a Forrester study incorporating data collected in partnership with the Online Retailer Expo & Conference 2010, we found that, on the whole, Australian online retailers are focused on the start and the middle . . .

For Market Research Professionals

A Market Researcher's Introduction To The Future Of Online Customer Experience

by Reineke Reitsma, June 30, 2010

The types of devices people use to connect to the Web are proliferating. Portable devices are rapidly getting more powerful, and as a result, the tradeoff between mobility and capability is shrinking. And as the hardware evolves, the interfaces on the . . .

For Consumer Product Strategy Professionals

Product Strategists Want Social Innovation

Social Media Influences Product Design And Product Strategy

by Abe Garon, Doug Williams, June 30, 2010

It is common knowledge that marketers are using social media as an influential way to incorporate their messaging into conversations with consumers. Consumer product strategists, less interested in the shaping of public opinion, are now starting to see . . .

For Interactive Marketing Professionals

Community Management Checklist

A Four-Phase Approach To Preparing To Engage With Your Customers

by Melissa Parrish, June 29, 2010

Many marketers are launching communities to engage their customers in an authentic dialogue around their companies, brands, and products. However, once they've launched, brands often find that they failed to prepare for key elements of deep and continuous . . .

For Consumer Product Strategy Professionals

Creating New Revenues Around Content: Find Your Popcorn

by Nick Thomas, June 29, 2010

Media companies face significant challenges as they address the impact of the media meltdown, compounded by an economic downturn. As they rebuild their industries and construct new business models, product strategists in the media industries should learn . . .