Tag: Forrester Research
The interactive brand ecosystem revisited
Nate Elliott at Forrester published an interesting post last year about the Interactive Brand Ecosystem. Essentially he is asking whether it is time that we abandoned a TV-centric planning model and worked instead on the premise that the website sits at the heart of the marketing process. Here’s a nice diagram to show you what…
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Marketers too fixated on apps
Marketers are failing to invest in targeted mobile channels, such as search, by being too fixated on smartphone apps, according to a study by Forrester Research. The report, which surveyed over 260 marketing professionals across Europe, found that 32% of UK marketers had launched a branded mobile app in the last year while only 26%…
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