My Return To Email Marketing

Shar VanBoskirk

First of all, let me welcome you to Forrester's new blogging platform. Hopefully you'll find this blogging environment an easy way to access our blog-worthy ideas and community comments

Next, I wanted to officially announce (drum roll please) that I am back leading Forrester's email marketing research. Some of you may know that I did a lot of work in email marketing until 2007 when Julie Katz took the helm, joined subsequently by David Daniels following Forrester's acquisition of Jupiter. I'm excited to be back in the space and already have a stream of research underway.

First up is a piece on how the recession has affected consumer attitudes toward email marketing.
Then next quarter look for three pieces:
*One on the integration of email and social media
*Another updating our email marketing review methodology. See here for the older version.
*And then the third doing a best and worst of email marketing. This piece is also an update of some similar research we did here a few years ago.

What email marketing research would you like to see from us? I'd love to include your ideas in my research plan.

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My Next Chapter In B2B Marketing

Laura Ramos

Almost four years ago, I began a new journey at Forrester Research when I agreed to take on the B2B marketing research coverage and practice. The first significant research that I conducted and wrote, “B2B Marketing Needs A Makeover – Now,” looked at the challenges B2B marketers face and how they address these issues through marketing programs and technology investment.  Little did I know that “Makeover” would become the seminal piece of research in a series that extends across those four years and culminates in an upcoming report next week.

Today, it is with a mix of pride, nostalgia, excitement, and deep appreciation that I announce the next step in that B2B marketing journey, which started in 2006 here at Forrester, but extends back more than a decade earlier through various high-technology marketing positions I held prior to becoming an analyst.

At the end of March, I will leave Forrester to become the Vice President of Industry Marketing for Xerox Global Services, North America.

Very simply, I have been helping many clients face down their marketing challenges, adopt new approaches, and improve the reputation and standing of marketing at their firms for some time.  While personally rewarding in so many ways, I longed to return to my roots where I could do more practicing and less preaching. Xerox offers me this opportunity.

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Welcome to the new blog network

Cliff Condon

Hey everyone.  Here it is – Forrester’s new blog network. We made some changes to improve the experience for readers and to encourage more analysts to blog. Feel free to poke around and let me know what you think.

There are a few things I’d like to point out to you:
 

  • Everyone’s welcome here.  Forrester analysts use blogs as an input into the research they produce, so having an open, ongoing dialogue with the marketplace is critical. Clients and non-clients can participate – so I encourage you to be part of the conversations on Forrester blogs.
  • We still have team blogs focused on role professionals. Our role blogs, such as the CIO blog and the Interactive Marketing blog, are a rollup of all the posts from the analysts serving that specific role professional. By following a role team blog, you can participate in all the conversational threads affecting a role.
  • And now we’ve added analyst blogs as well.  If you prefer to engage directly with your favorite analyst, you can. Look on the right-hand rail of the team blog and you’ll see a list of the analyst blogs.  Just click on their name to go to their blog.  Or type their name into “Search”.  An analyst blog is a place for the analyst to get reaction to their ideas and connect with others shaping the marketplace.  You’ll find the blogs to be personal in tone and approach. 
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Adobe On Its Way To Being A Role Model For Interactive Marketers

Shar VanBoskirk

I just had a one on one with Adobe CMO, Ann Lewnes, a power house of interactive marketing energy for the combined Adobe/Omniture companies.

In her words, "Adobe's goal is to be the site role model of what the combined Adobe/Omniture suite of products can bring to any marketer's site."

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Is mobile really *that* big a deal?

Shar VanBoskirk

**Correction: Actually, we forecast that direct mail will be at about $67 billion by 2012.  So to my comment below, the astronomical forecast of mobile at $20 billion would be closer to a third, not a half of dm spend by 2012. >Both Josh James and Shantanu Narayen, the CEO of Adobe mentioned mobile in their keynote presentations and now I'm listening to RIM also talk about the power of the mobile browser.

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Live from the Omniture Summit: The New Principles of A Successful CMO

Shar VanBoskirk

Coming to you live this morning from the kick off keynote of the Adobe (nee Omniture) Summit in Salt Lake City.  And I'm pleased to report that so far the event is as thumping and hued in neon green as in years past. 

A nice change from past summits: Instead of discussing developments to Omniture's online marketig technology, today's Omniture keynote by Josh James is themed around "The New Principles Of A Successful CMO."  These are Josh's principles for how marketing execs can succeed.

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A Conversation With LoopFuse About The Marketing Automation Market

Laura Ramos

Since publishing the market overview for the lead management automation space, I have been pleasantly surprised by the number of current and emerging vendors who got in touch wanting to talk further, learn more about my research, and (well, frankly) “influence” the analyst.

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Mobile World Congress 2010: a wrap up

Thomas Husson

I posted some thoughts when in Barcelona last week. So did my colleagues Mike Cansfiled, Charles Golvin and Ian Fogg. Now that I am back from the MWC pilgrimage and that I have digested briefings, meetings, press releases and demos, here are my key takeways on the Mobile Mecca gathering.  

 

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 over the show are forcing mobile operators in particular to redefine their position in the value chain. The traditional focus on infrastructure (LTE..) and this year’s debate on operators’ congested networks need to be put in the context of nontelecom players’ willingness to monetize mobile. Mobile World Congress is a unique opportunity to witness how mobile is reinventing itself and to see how it will become even more disruptive in consumers' daily lives in the future.

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Mobile World Congress: some thoughts on day 1

Thomas Husson

It is difficult to say whether the number of delegates attending Mobile World Congress is lower than expected or than last year, but the Fira was this year again crowded with audiences from all over the world (circa 50,000 visitors from what I have read). Despite the rainy / chilly day, the mood is much better than last year where the economic recession casted its shadow on the show.Read more

Forrester Wants More Analysts Using Social Tools

Cliff Condon

Wow. There are a lot of comments flying around about Forrester's yet-to-be released blog platform and associated policy - some accurate, some not. The blog posts from Forrester analysts like Josh Bernoff and Augie Ray have had the most accurate information to date.

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