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Customers demand personalized attention DETAILS Authors Lauren Freedman, President, The e-tailing Group Sue Aldrich, Senior Vice President, Patricia Seybold Group Summary Customers demand relevant and personalized digital experiences on the web. Smart marketers are using advanced solutions like on-site search and merchandising, recommendations, as well as testing and targeting to deliver the most relevant offers possible. Get strategies from leading researchers who will help you increase the personalization across your website.
Forrester forecasts the future of interactive marketing DETAILS Authors Shar VanBoskirk, Vice President, Forrester Summary Interactive marketing is rapidly changing the current market place as we know it. Forrester Research suggests in this white paper that marketers who prepare now by customizing, optimizing, and responding proactively to the these changes will be nimble enough in the next digital decade to not only survive but thrive in this ever changing environment. Join Shar VanBoskirk, Vice President of Forrester Research as she brings you predictions, tactics and a road map to prepare your organization to adapt to the future of interactive marketing.
Social marketing for search marketers DETAILS Summary How many social media networks are you connected to? How many times do you check the status of your Facebook, LinkedIn, or Twitter account? If you’re like most people today, you’re interacting with several individuals and brands every day. Smart marketers are seeing the huge opportunities that social media provide and are using social media to improve their search marketing ROI. Download this white paper to see how to use social media to create a more profitable search strategy.
Best Practices for Measuring and Optimizing the Business Impact of the Facebook Like Button DETAILS Summary Best Practices for Measuring and Optimizing the Business Impact of the Facebook Like Button. A Hands-On Guide for Leveraging Solutions from Facebook and Adobe.
Forrester Research: Creating the right mobile strategy DETAILS Summary The mobile channel is growing at a rapid rate. As eBusiness professionals race to catch up with the growing adoption of mobile activity, unclear channel strategies, lack of expertise, and technical challenges hinder the execution of mobile optimization. This mobile marketing bundle provides a tool-kit to help savvy marketers create a mobile-optimized strategy to boost ROI.

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Adobe shows how to put your best search forward DETAILS Summary This white paper outlines best practices for building and delivering a great site search experience, and reviews related tools that expand on the notion of search to help site visitors find, explore, and discover. It also discusses tactics for improving and optimizing the usability of site search with considerations for search behavior, design, analytics, and business goals.
Econsultancy: Digital Intelligence Briefing: Social Data DETAILS Summary Our third Digital Intelligence Briefing, in association with Econsultancy, looks at the extent to which organisations use social data, what is preventing them from harnessing social data as effectively as they would like, their approach to social CRM and the role of social signals for determining search rankings.
Leveraging online/offline data to target and personalize DETAILS Summary Using the Adobe Digital Marketing Suite of solutions, companies can transform fragmented and irrelevant campaigns into relevant and personalized cross-channel efforts that help organizations build loyalty and boost their bottom line.
Forrester’s US interactive marketing forecast, 2011 to 2016 DETAILS Authors Shar VanBoskirk, Vice President, Forrester Summary By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend as they are embedded in the marketing mix. Forrester Research expects this growth to help firms become adaptive, kill off daily deals, re-emphasize marketing’s “p’s,” and turn consumer electronics into audience-targeting tools.
How tag management improves digital analytics DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary Customer Intelligence (CI) professionals have a tag management problem. JavaScript tags are omnipresent on Web sites, supporting a wide variety of analytics, marketing, and technical services. But implementing and maintaining tags is a constant battle, and in many cases the tags are winning, putting marketing, measurement, and site effectiveness at risk. Firms should conduct a Web site tag audit to determine whether tag management is a significant risk factor. In the case of complex Web sites or those with an extensive tag footprint, investing in a tag management system yields multiple benefits based on efficient processes and accurate tracking.
The purchase path of online buyers DETAILS Authors Sucharita Mulpuru, Vice President and Principal Analyst, Forrester Summary Successfully reaching online shoppers is a growing challenge for marketers. Forrester collaborated with the eCommerce service provider GSI Commerce to understand the most effective channels, tactics, and tools used to successfully connect with online buyers. Retailers who want to gain insight into the purchase path of their online shoppers should review Forrester’s findings and recommendations to help them increase online sales in the upcoming year.
Econsultancy: Digital Intelligence Briefing: Marketing Technology DETAILS Summary Our second Digital Intelligence Briefing, in association with Econsultancy, addresses the impact of marketing technology on businesses in Europe and US.
Forrester Wave Report: Web Analytics, Q4 2011 DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary Many companies today are seeing dramatic, bottom-line results from well-managed websites and enterprise-level web analytics solutions. But choosing an analytics provider can be confusing and overwhelming. In this independent report, Forrester Research will analyze the current analytics vendor landscape providing recommendations on how to chose the right solution.
Friends, Links, Tweets, Lend Me Your Ears DETAILS Summary With the swift changes to the global economy and to customer purchasing behavior, social networks have risen to become a strategic marketing channel that is attracting some of the spending traditionally allocated to conventional media and programs. Yet, this Aberdeen Research white paper shows that many companies still don’t know how to leverage this medium in their marketing activities.
The convergence of search and display marketing DETAILS Authors Joanna O’Connell, Senior Analyst, Forrester Summary The world of search and display marketing are rapidly converging. Meaning that interactive marketers must integrate and align communications across these tactics to be competitive in the future. Forrester Research recommends that marketers who accurately align these channels will create more efficient and relevant experiences for their users, thereby increasing ROI. Forrester also recommends that marketers who work with analytics firms to upgrade their approach for reporting and measuring will be more successful when combining these marketing efforts.
A marketer’s guide to segment-based advertising DETAILS Authors Michael Greene, Analyst, Forrester Joanna O’Connell, Senior Analyst, Forrester Summary Audience segmentation has always served as a core underpinning of traditional marketing. Offline marketers well understood its many benefits, and the Internet advanced the art of segmentation by providing access to vast amounts of customer data. The very recent advent of the data management platform (DMP) now offers interactive marketers a chance to much more effectively roll out audience-based marketing programs than ever before. Marketers struggling with data fragmentation, underused data assets, and a hunger for more audience insight should consider investing in a DMP.
The multichannel marketing measurement gap DETAILS Authors Chris Cunnane, Senior Research Associate, Aberdeen Group Summary Consumer’s preferences are changing. Disjointed and irrelevant consumer experiences that worked in the past will not work in today’s sophisticated marketplace. Best-in-class retailers are executing integrated campaigns across multiple channels to build long-term brand relationships with visitors.
Who’s viewing your classified information?DETAILS Summary Data protection is the process of identifying and understanding where and how sensitive information is created, consumed, processed, shared, stored, and retired—and then protecting it throughout its lifecycle. Using a comprehensive Adobe solution built on the Adobe Digital Enterprise Platform and integrated with Adobe Insight, government agencies now have an opportunity to strengthen their existing data loss prevention workflows.
Econsultancy: Digital Intelligence Briefing: European & US Industry Trends DETAILS Summary Econsultancy's first Quarterly Digital Intelligence Briefing, in association with Adobe, looks at some of the most important trends affecting the European and US marketing landscapes in 2011.
Five eCommerce trends to watch DETAILS Authors Sucharita Mulpuru, Vice President and Principal Analyst, Forrester Summary 2010 marked a year of significant changes in the Internet landscape (primarily with the growth of social networks and mobile devices). These changes forced retail executives to think hard about the implications for their web businesses. The year 2011 will be marked by an even more disciplined approach toward multichannel retailing, investments in mobile and tablet presences, and ever-changing expectations for the role of social networks in retail.
What’s hindering cross-channel measurement?DETAILS Summary Marketers today are not only responsible for communicating with customers through a myriad of channels, but they must also measure, track, and continue to send personalized and relevant messaging. Smart marketers today can overcome these common multichannel marketing challenges by integrating technology across email, search marketing, social, mobile, call center and retail stores, to ensure they engage the right audience at the right time, with the most relevant messaging.
SEO, PPC and analytics:Integrating the new digital team DETAILS Summary Search engine marketing (SEM) has become an integral marketing tool for brands of all sizes. Most brands are using both PPC and SEO, but still struggle to integrate the two disciplines. Smart marketers today are capitalizing on the synergies between PPC and SEO data, by using analytics for full cross-channel attribution, campaign management and optimization.
When did “free” analytics get so expensive?DETAILS Summary Marketing organizations are under increasing pressure, both from internal and external factors, to accomplish more with less in order to sustain and improve the health of their companies. Aberdeen Research surveyed 453 companies to learn about the primary drivers of their marketing efforts for 2011 and beyond and found that users of Omniture technology outperformed their competitors in key areas.
How web analytics will emerge as the cornerstone of customer intelligence DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary Today’s marketing processes generate tremendous amounts of data, which is typically managed and analyzed in isolated, channel-specific silos within the marketing organization. That approach fails to realize that the full potential of integrated customer intelligence is greater than the sum of its parts. According to Forrester Research, marketing professionals should start building a web intelligence hub to take advantage of the fact that the website is an anchor point for multichannel customer interactions.
Upgrade your Interactive Measurement Strategy DETAILS Authors Joanna O’Connell, Senior Analyst, Forrester Summary Marketers measure digital channels in isolation from one another. However, consumers don’t act within isolated silos; they act across channels. Cross-channel measurement, a nice-to-have for most marketers today, will be critical in just a few years as its value in driving tangible benefits to the bottom line become increasingly clear. Marketers can achieve these benefits today by diving into cross-channel measurement full on: creating an analytics center of excellence, working with an agency on a cross-channel measurement strategy, or investing in technology solutions.

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