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Search, social, and mobile marketing DETAILS Summary Last year, social networking accounted for one of every five minutes spent online, and mobile devices powered much of our social media use. Yet many marketers still see search, social, and mobile as separate entities, and only 33% of advertisers’ websites have been optimized for mobile. Clearly, it’s time to rethink search-marketing strategies. As search engines adapt rapidly to social and mobile sites, marketers must adapt right along with them. This white paper is a valuable resource to understand how to integrate your social and mobile strategies into your search strategy.
Productive social marketing DETAILS Summary Management of corporate social media has become a full-time job in many marketing departments. But what impact is it actually having on your brand awareness? And perhaps more importantly, can it boost your company’s bottom line?
Forrester Research: The state of online testing DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary In Q4 2011, Forrester surveyed 71 online testing practitioners about their online testing practices. Findings showed that online testing has broad appeal for addressing a variety of challenges on websites of all sizes, but adoption is uneven. Survey respondents indicated that experience, process, and resource constraints throttle their efforts to scale up online testing programs. While testing delivers measurable benefits across a range of success metrics, firms must commit to investing in online testing programs to achieve scale and long term success.
Top digital trends for 2012 and beyond DETAILS Summary Where should you be advertising in 2012? How will consumer behavior change the way you interact with your audience? What mobile trends will impact you most this year? Marketers, retailer, content owners and technology firms are more focused than ever on obtaining results from investments in digital marketing. If past years were about amassing data from the touch points between companies, 2012 will be about curating, filtering and measuring that information to drive outcomes.

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Unlock hidden insights with digital analytics DETAILS Summary This Aberdeen report will identify how best-in-class companies measure and use online data to improve marketing program success. These metrics include marketing’s contribution to company revenue, and the incremental sales lift resulting from marketing campaigns and programs.
Adobe 2012 Digital Marketing Optimization Survey Results DETAILS Authors Adobe, , Adobe Summary Adobe has released the results to the 2012 Digital Marketing Optimization Survey, where over 1700 global digital marketers across major industries offered insights into plans for driving revenue and growth in the coming year. With an increasing portion of marketing spend shifting to digital channels, it’s more critical than ever to measure online marketing programs and initiatives to help identify where you can raise conversions and add to the bottom line.
Analytics for the CMO DETAILS Summary The volume of customer data that marketing departments possess continues to grow at explosive rates. But new research from the Aberdeen Group finds that less than 40% of marketers use this information to optimize and target their campaigns. This “data rich, insight poor” phenomenon is examined in their new white paper, which identifies common analytics challenges—and shows how you can rise above them.
Forrester’s six steps to achieving “social maturity”DETAILS Authors Sean Corcoran, Senior analyst, Forrester Summary Customers and employees are becoming increasingly empowered by social technologies. This change is dramatically changing the way they communicate and collaborate. Find out how to succeed in this new social word by making fundamental changes to resources, skills, tools, processes, and culture.
2012 Web analytics market update DETAILS Summary Download the Gartner 2012 Web Analytics update to learn why Adobe was chosen as a top tier vendor. This market update explains the changing market dynamics and provides an overview of the leading vendors.
Econsultancy: Digital Intelligence Briefing: Digital Trends for 2012 DETAILS Summary Our fourth Digital Intelligence Briefing, in association with Econsultancy, aims to distil a plethora of data and discussion points into some key digital trends, challenges and opportunities which businesses should be paying close attention to during 2012. The report is based on a survey of around 600 business respondents predominantly in the United States and Europe.
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.
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.
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.
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.
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.

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