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Forrester News & Analysis

Getting a Grip on Information Governance

Cyberspace is looking a lot like the Wild West these days, with outlaw hackers ready to rob you of your data and the sheriff nearby looking to make sure you’re sticking to the letter of ever-tightening laws.

Are you ready?

A new Forrester Consulting survey report, Governance Takes a Central Role as Enterprises Shift to Mobile, commissioned by Druva, a data protection and governance firm, shows that more and more companies are responding to these pressures by boosting spending on information governance (IG) and adopting new systems to better-manage data.

Honest-to-God, Absolutely True Marketing Predictions for 2015

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The great thing about annual predictions is that we tend to forget about them by the time the next year rolls around. And that explains why every organization on the planet seems willing to gaze into a crystal ball this time of year. 

By this time next year, everyone will forget the predictions that went wrong — and a few lucky folks will have the luxury of basking in the glory of things they actually got right.

With that in mind, we're going to share some of the visions of digital marketing in 2015 that we've encountered in the past few days. Just take all of it with at least a few grains of salt. And be forewarned: we're predicting more stories on predictions in the days ahead.

Emotions and Ecosystems Drive Customer Experience in 2015

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Companies that provide good customer experience (CX) will miss the mark in 2015, states a new Forrester report.

Instead, as companies strive to differentiate themselves based on the quality of their customer experience, only those that deliver great customer experience will come out ahead, according to "Predictions 2015: The Race From Good To Great Customer Experience Heats Up" ($499 fee).

Pushing the CIO and CMO Closer Together

2014-26-November-Closer.jpgIn years past the chief marketing officers and chief information officers had their own discrete functions to perform within the company -- with the twain rarely having to meet.

Clearly that is not true any more as digital marketing becomes a larger and larger component of a company's overall marketing operations. Despite this trend, CIOs and CMOs have not moved to anything approaching true collaboration, according to the findings of a Forrester/Forbes Insights survey. While progress has been made in establishing foundational aspects of trust, organizational skills and process, it concludes, "bold leadership is needed to turn this initial work into client results."

Marketing Automation: Not All Agree on Leading Vendors

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Everyone wants a piece of marketing automation, it seems. But not everyone agrees on which vendors lead the pack.

The latest marketing automation software rankings -- crowdsourced G2 Crowd's Grid report released this month -- proves the rankings companies don't exactly agree when determining leaders.

But they do concur on one thing -- Oracle-Eloqua and Marketo deserve to be leaders. They were the lone vendors that got leader love in each of the five marketing automation vendor rankings we profiled. Salesforce-Pardot was ever so close, being named a leader in four out of five, with the fifth determining Salesforce-Pardot was a runner-up.

Forrester's Best of the Best in Private, Public Cloud Space

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Forrester Research just named what it considers the leaders in hosted private cloud solutions and the top guns of security among public cloud platform service providers.

In its newly released Wave, the research giant tabbed Virtustream and Datapipe as industry leaders in its Wave for Hosted Private Cloud Solutions.

Meanwhile, Amazon Web Services took the top spot in this week's Wave for Public Cloud Platform Service Providers’ Security. Three other public cloud security offerings -- IBM's, Microsoft's and CenturyLink's -- offer competitive advantages. Forrester only included those four providers in its public cloud security assessment.

Office 365 Dominance Grows with New Markets

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Microsoft is releasing Office 365 into another nine countries, bringing its total market penetration to 140 of 196 countries worldwide.

The fact that you can now get Office 365 just about anywhere there is a business culture is not surprising. But the pace at which it has developed is startling.

When it launched just over two years ago, it was available in around 40 markets. A year later it was in 88 markets. By the end of 2013, it was up to 127 markets and now ... well, just about everywhere.

Do You Have to be 'Modern' to be a Great Marketer?

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Do things that are current. You'll win if you do.

A Forrester Research study commissioned by Oracle finds that organizations embracing a modern marketing strategy make more money, are seen as industry leaders and create better workplace environments.

According to the responses from 492 marketing decision-makers in the United States, United Kingdom, Germany and France, companies using "non-modern" marketing strategies are at a loss.

In Web Analytics Ranking World, Another Choice Emerges

customer experience, In Web Analytics Ranking World, Another Choice Emerges

Who's got the best web analytics software?

Forrester Research stands by these guys in its Wave for web analytics released in May. Forrester's not the only one ranking analytics. Or ranking anything, as we just learned this week with Gleanster Research.

The latest to flex its ranking muscles is TrustRadius, an Austin, Texas-based forum for professionals to share "candid insights about business software."

And TrustRadius feels it has 230 good reasons for being a trusted source for analytics rankings --  the 230 reviews by analytics software users that ultimately led to the crowdsourcing firm's TrustMaps™ for Digital Analytics software.

"It's performed by market segment -- company size -- others are one size fits all," Vinay Bhagat, CEO of TrustRadius, told CMSWire when asked what makes his company's ranking style unique. "It's based upon real user information vs. a survey of vendors, a typical analyst approach. Analysts generally do a very poor job of collecting real user feedback. Their surveys are long feature checklists, and are often driven by historical relationships with vendors."

Discussion Point: Can One Firm Provide Complete Digital Experience?

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The complete digital experience from one digital provider. Ah, sounds refreshing, doesn't it?

Or maybe it doesn't. Maybe being locked into one vendor sounds scary.

The truth is -- most experts think the industry is far from having an all-in-one.

Forrester Research reported this in its first Wave for Digital Experience Delivery Platforms last month. It determined no vendor offers a truly "end-to-end solution."

Heck, when even vendors admit they don't offer the complete digital package, you know it's the truth.

"Our end goal is a common user interface for everything end-to-end," one software company product manager told Forrester researchers. "Currently we only have that for the first third of the journey."

We asked three professionals in the digital industry to weigh in on this question of "all-one-in."

What Customers Want from Contact Centers - and How to Deliver It

When speaking with a customer service agent on the phone, most customers want swift, accurate answers and a human experience. These are the findings of a new online survey conducted by Harris Poll on behalf of NICE.

According to the poll, 59 percent of respondents say they most value having issues resolved efficiently and correctly when contacting a company via phone. The poll also uncovered that 23 percent of customers would rather have a real conversation with a person rather than listening to an agent reciting a script.

Surprisingly, being put on hold and waiting to transfer to another representative were of significantly less importance, with 6 percent citing hold time as most important, and 3 percent citing transfers – as long as the customer received a quick, correct answer to their problem.

In short, the survey reveals that what customers really want from your contact center is excellent customer service – and they want it fast.

Survey Finds Gap in Targeting for Marketing Content

Thumbnail image for 2014-30-July-Target.jpgContent marketing is so perplexing to today's marketers that we've published 140 stories on the subject in the last year and a half. Yet a lot of marketers seem frustrated by lackluster results.

A new study (registration required) by the 614 Group and OneSpot may help explain why content often misses the target. Marketers aren't aiming for the target, or at least not very well.

Overall, 54 percent expressed dismay with their content marketing efforts. About two in three respondents said their content marketing efforts aren't driving business as well expected, and 56 percent were unhappy with the way results were measured. 

Stay on Track: Avoid Valueless B2B Content Marketing

digital marketing, Stay on Track: Avoid Value-Less B2B Content Marketing

Forrester's report on B2B content marketing concludes that B2B marketers don't focus enough on a buyer's lifetime cycle and need to establish a formal editorial board to advance content marketing programs.

So let's get to work.

CMSWire caught up with Laura Ramos, the author of the Forrester report, "Compare Your B2B Content Marketing Maturity," for a Q&A on the topic.

Did Forrester Get Its Digital Experience Wave Right?

customer experience, Did Forrester Get Its Digital Experience Wave Right?

If it hasn't sunk in yet for digital experience providers, let's remind them: Forrester sees no leaders in digital experience delivery platforms.

The results came from the research giant's first Forrester Wave for Digital Experience Delivery Platforms. So why no leader? 

CMSWire asked Forrester Wave authors Stephen Powers, vice president and research director, and analysts Anjali Yakkundi and Mark Grannan.

Forrester Wave: No Leaders in Digital Experience Delivery

customer experience, Forrester Wave: No Leaders in Digital Experience DeliveryWho's driving the digital experience train today?

No one, says Forrester.

In its first Forrester Wave for Digital Experience Delivery Platforms, released today, analysts said no vendor offers a truly "end-to-end solution."

"Overall completeness and adoption" in this space is "middling," according to analysts.

Unified platforms are "more myth than reality," they wrote in the Wave.

Despite no leader, Forrester did cite Adobe and hybris (SAP) as "pioneers" that offer the most complete options while IBM and Sitecore "aren't far behind."

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