Forrester Research Inc.

Spanish-language E-mails Better Connect with Hispanics
May 2, 2007

A new report from Forrester Research, Hispanic Consumer Technographics, states that 51 percent of online Hispanics in the United States prefer Web sites that provide information in Spanish. Further, 23 percent of this online audience requires information in Spanish to conduct information-gathering and transactional activities. Considering that most e-mail marketing is geared to drive traffic to a Web site, it’s not a big leap to assume that Spanish-language e-mails also would be preferred by online Hispanics. “Since the Hispanic market still is under-served in terms of either Spanish-language communications or at least culturally relevant messaging, these consumers are not as used to e-mail marketing campaigns

E-commerce Link: Lights, Camera, (Sales) Action!
May 1, 2007

Online video is riding a wave of popularity. Industry researcher Forrester Research reports that 34 percent of all Internet users view video online at least monthly, and 53 percent have seen a video online at least once. The content of those videos ranges from movie previews to amateur productions to video-phone captures uploaded to video-sharing Web site YouTube, whose $1.65 billion acquisition by Google grabbed headlines last year—and put a hefty dollar value on the online video phenomenon. There’s no doubt that online video is cool. But for merchants who need to focus resources on maximizing conversions and loyalty, the hype factor alone isn’t enough

Three Strategies for Better B-to-B Segmentation
August 2, 2006

B-to-B marketers could do a better job of segmenting prospects and customers if they focused on individual roles, needs and preferences rather than the basic demographics of a company, such as size, geography and industry, writes Laura Ramos, vice president of Cambridge, Mass.-based Forrester Research, in a recent best practices report for the research consultancy titled, Segmentation Versus Personas: Where Should B-to-B Marketers Start? Ramos goes on to offer up the following three strategies for how B-to-B marketers can improve the quality of their segmentation practices: 1. Take both a top-down and a bottom-up approach. By looking at such factors as tech adoption, risk aversion and

Fulfillment Special Report: In-store Returns ... Sales Opportunities in Disguise
November 1, 2004

One in four consumers who return an item purchased online to a retail outlet will make another purchase while in the store, reports and Forrester Research in “The State of Retailing 7.0.” The annual study also notes that 87 percent of retailers accept in-store returns of online purchases, evidence, says the report’s authors, that channel integration is becoming a growing priority for multichannel marketers. This data supports the observations made by the etailing group, a Chicago-based e-commerce consultancy, in its Mystery Shopping report on the 2003 holiday sales season. Earlier this year, the etailing group reported that, based on its experiences returning items

E-commerce Link: Show and Sell
August 1, 2004

Add flexibility to your online sales presentation with on-th-fly image generation Images sell. A Web site that actively uses its image assets as a merchandising tool has a distinct advantage in generating sales. Fortunately for online marketers, new dynamic imaging technologies let you use your images far more flexibly than ever before, vastly increasing the effectiveness of your online merchandising. These technologies allow you to create any number of high-quality images, place them anywhere on your site, and capitalize on your Web site data to customize them for any merchandising need. You can even personalize them according to your customer data. This is

Put the World in World Wide Web
June 1, 2004

The Internet Has No Borders, so How WIll You Handle Global Traffic? The balance is shifting. As few as five years ago, the majority of the world’s Internet users lived within U.S. borders, making it comfortable for direct marketers to conduct transactions in U.S. dollars and English only. Today, the lion’s share of Internet users live outside the United States, which truly makes the Web a global medium. The worldwide Internet population, according to the Computer Industry Almanac, has reached 945 million, and is projected to reach 1.46 billion come 2007. Of current worldwide Internet users, only 20 percent reside within the United States.

E-commerce Link: E-mail Solutions
January 1, 2004

A guide to deployment options and decision-making Does e-mail deployment bewilder you? Many marketers quickly settle on a solution, but then wonder what other choices are available. Others know they want to regularly communicate with customers and registered prospects, but don’t know where to start. As marketers, you have several options: • Develop your e-mail system internally. • License e-mail software that allows you to manage deployment in-house. • Work with an application service provider (ASP) to provide an online platform so you can manage the majority of functions involved with sending e-mail, including list selection, loading creative, and sending and viewing campaign