Forrester Research Inc.

2 Tips to Leverage Your Online Channel
February 3, 2010

In a Jan. 26 webinar titled Leveraging Your Online Channel, Stephen Powers, a principal analyst at Forrester Research, discussed the challenges of meeting online visitors' continually evolving expectations.

16 Interactive Marketing Trends
January 6, 2010

According to Shar VanBoskirk, vice president and analyst at research company Forrester Research, in her US Interactive Marketing Forecast, 2009 to 2014 whitepaper, marketing dollars will shift from traditional media to interactive marketing.

Digital Remix
July 1, 2009

B-to-b marketers tinker with online channels, watch social media emerge and fret over fitting it all into a marketing mix dominated by conventional approaches. As the current recession continues through 2009, a company’s marketing mix must produce sales-ready results using less expensive channels.

E-mail Marketing Spending to Reach $2 Billion by 2014, Forrester Says
June 17, 2009

Cambridge, Mass., June 15, 2009 . . . Spending on email marketing in the US will balloon to $2 billion by 2014 — a nearly 11 percent compound annual growth rate — according to a new forecast by Forrester Research Inc. (Nasdaq: FORR). Falling CPMs (cost per thousands), a high return on investment, and growing consumer use of social email accounts will fuel the use of email by Direct Marketing professionals. In five years, consumers will be deluged with more than 9,000 email marketing messages annually. The top-line, five-year forecast is available to Forrester RoleView™ clients; subscribers to Forrester's ForecastView receive more detailed forecast data.

Forrester Research’s Dave Frankland on Environmental Trends
May 28, 2008

As environmental and social responsibility issues begin to collide to create a perfect storm for the direct marketing industry, where do companies in this sector stand when it comes to factoring these larger considerations into their business practices? Dave Frankland, senior analyst at Cambridge, Mass.-based research firm Forrester Research, recently released a report on this subject that found direct marketers have been slow to move on this front for a variety of reasons. For Direct Marketing Needs a Green Wake-Up Call, Frankland interviewed 55 direct marketers on Forrester’s Direct Marketing Research panel in the first quarter of 2008. This week, he shares with Target

U.S. mobile marketing easier done than said: Forrester
April 16, 2008

A new report from Forrester Research Inc. claims that 83 percent of marketers believe that mobile marketing will grow in effectiveness over the next three years.   However, early entrants will face a technical acronym soup and low levels of current adoption among many mobile marketing formats. To manage these risks, U.S. marketers should learn lessons from other digital channels to launch effective mobile campaigns.

Nuts & Bolts: B-to-B Marketing
March 1, 2008

Forrester Research analyst Laura Ramos forecasts an optimistic 2008 budget picture for B-to-B marketers. While she predicts most marketers “expect purse strings to loosen up,” she also says integrating search, Web site and e-mail marketing programs will provide a foundation to experiment with emerging Web 2.0 tactics, “while keeping the sales pipeline full and critics of further marketing investment at bay,” Ramos says. As part of a joint study with Marketing Profs, Forrester surveyed 369 B-to-B marketing professionals in firms with annual revenues ranging from less than $20 million to more than $5 billion. The survey found traditional tactics make up the greatest share of

Demystifying Social Computing
February 1, 2008

Social computing technologies are an increasingly vital part of consumers’ lives. Industry analyst Forrester Research reports that use of social networking sites grew a whopping 90 percent from 2006 to 2007; in the same time period, blog consumption grew by 83 percent and the number of consumers relying on RSS feeds to distill content jumped fully 300 percent. Consumers are talking to each other.

Forrester’s Ron Rogowski on Rich Applications
July 25, 2007

With household broadband access on the increase, more consumers can view rich applications, enhancing the user experience and bringing the widespread adoption of Web 2.0 full circle. By implementing tools such as pageless shopping carts, video demonstrations and 360-degree product views, marketers can further improve the functionality of their sites and encourage repeat visits. This week, TM Tipline caught up with Ron Rogowski, principal analyst at Cambridge, Mass.-based Forrester Research, to share his perspective on current rich Internet applications (RIA) and rich media trends and future developments. Target Marketing: What is driving the trend to use more rich applications on e-commerce sites? Ron