For Interactive Marketing Professionals

Forrester Research Mobile Advertising Display And Search Forecast, 2010 To 2015 (US)

by Ed Kahn, September 1, 2010

Spending by companies on mobile marketing segmented by mobile advertising and search. Includes data on mobile internet users and spending by company size.

For Interactive Marketing Professionals

Interactive Marketing Priorities For SMBs

by Shar VanBoskirk, August 13, 2010

Small and medium-size business (SMB) marketers, much like their enterprise counterparts, find that challenges — like limited budgets, resources, and customer insight — interfere with their ability to successfully execute interactive marketing programs. . . .

For Interactive Marketing Professionals

Midyear Planning: Predictions For 2011

Marketers Move Toward Multichannel Planning And Execution

by Emily Riley, Nate Elliott, Augie Ray, Shar VanBoskirk, Michael Greene, Melissa Parrish, Sean Corcoran, July 29, 2010

Interactive marketers are working hard to keep up with the evolving landscape of channels, tools, and technologies at their disposal for 2011 budget planning. Seventy percent of marketers expect budgets to stay the same or improve, which means that there . . .

For Consumer Product Strategy Professionals

How Can European Operators Make The Most Of Mobile Marketing And Advertising?

by Thomas Husson, April 13, 2010

For years, telecom operators have bet on mobile marketing and advertising as a way to generate new revenue streams. Neither has fulfilled their initially high revenue expectations yet. Now that this niche market is gaining momentum and Google and Apple . . .

For Consumer Product Strategy Professionals

Market Overview: SMS Mobile Campaign Vendors

by Seth Fowler, Julie A. Ask, March 31, 2010

While the need for a mobile strategy may be clear, the path to realizing one is less obvious. Forrester provides an overview of the SMS application and services vendor market along with a framework for identifying a shortlist of vendors that can meet . . .

For Interactive Marketing Professionals

Mobile Coupons: Gold Rush Or Fool's Gold?

An Overview Of The State Of Mobile Coupons In The US

by Julie A. Ask, March 15, 2010

Consumers and advertisers are curious about mobile coupons, but current challenges and limited current consumer usage mean mobile coupons don't need to be an immediate priority. Advertisers should not feel the pressure to launch a nationwide coupon effort . . .

For Consumer Product Strategy Professionals

Mobile World Congress 2010: Welcome To Nontelecom Players!

by Thomas Husson, February 25, 2010

The mobile industry is in full swing. Its center of gravity is shifting from hardware to software, from voice to data and services, and from traditional telecom stakeholders to new entrants. Google's "mobile first" approach and the shadow that Apple cast . . .

For eBusiness & Channel Strategy Professionals

The Impact Of Interactive Marketing Efforts On eBusiness In Financial Services

Financial Services Will Lead Interactive Spend By 2014

by Brad Strothkamp, February 10, 2010

Forrester recently published a forecast of financial services interactive marketing spend through 2014. Many Web shoppers will end up at the door of financial service Web sites as a result of these increased interactive marketing efforts. To stay ahead . . .

For CMO & Marketing Leadership Professionals

TV Advertising Budgets Are Under Siege

by David M. Cooperstein, February 8, 2010

Forrester and the Association of National Advertisers (ANA) surveyed 104 US advertisers representing nearly $14 billion in measured media budgets. More than half of them — 62% — told us that TV advertising is less effective than it used to be. That's . . .

For Interactive Marketing Professionals

The Splinternet

Preparing For An Internet Fragmented By Devices And Passwords

by Josh Bernoff, Shar VanBoskirk, January 26, 2010

The standardized Internet is fraying. Long live the Splinternet. Interactive marketers have thrived in the golden age of the Web, where people access Web sites using standard, similarly formatted PCs and browsers. No more. The Internet is splintering . . .

For Interactive Marketing Professionals

How To Budget For Mobile Ad Campaigns

by Shar VanBoskirk, January 13, 2010

Mobile marketing investments are small today but set to grow over the next five years. Marketers preparing to build mobile into their interactive marketing plans should apply Forrester's Mobile POST method to determine the size and scope of their needed . . .

For Interactive Marketing Professionals

Financial Services Will Lead Interactive Spend By 2014

by Shar VanBoskirk, January 8, 2010

US financial services will become the largest spender in interactive marketing by 2014 as financial services firms seek lower-cost marketing options, overcome regulatory barriers, expand search marketing programs, and experiment with social media and . . .

For Consumer Product Strategy Professionals

Predictions 2010: Consumer Mobile Strategies

by Julie A. Ask, January 7, 2010

2009 was the year that many consumer brands (and our clients) began to think seriously about engaging with their customers on cell phones. Media companies were already doing so. Our clients moved beyond one-off tactics to begin creating strategies for . . .

For Interactive Marketing Professionals

Retailers Boost IM Spend To Drive Online Sales

by Shar VanBoskirk, December 24, 2009

Retailers today account for the largest interactive marketing (IM) spend of all industries due to their direct marketing heritage and reliance on the Web as a sales channel. We expect retail interactive marketing investments to grow to $8.6 billion by . . .

For Interactive Marketing Professionals

How Interactive Marketers Can Reach US Mobile Social Network Users

by Neil Strother, December 3, 2009

Mobile social networkers represent 11% of all US online adults, and their ranks are growing. This emerging segment exhibits attractive mobile behaviors that interactive marketers can exploit. Mobile social users show greater responsiveness to ads on their . . .

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 17% 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 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 Interactive Marketing Professionals

Forrester Research Industry Advertising Forecast, 10/09 (US)

ForecastView Spreadsheet

by Niki Scevak, October 21, 2009

Online Industry Advertising Forecast (US): Interactive marketing spending segmented by industries. Each industry's IM spending is further broken into the various components of IM: display, paid search, SEO, email, mobile advertising.

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 &mdash . . .

For CMO & 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 Market Research Professionals

Technographics® Survey Highlights: How Consumers Connect With Companies Via Mobile

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: . . .