Executives From Dell, FedEx, Harte-Hanks, LeapFrog, Nike, And Walmart.com Demonstrated Real Results Of Increased Customer EngagementLOS ANGELES, Apr 09, 2008 (BUSINESS WIRE) -- More than 850 marketing professionals gathered in Los Angeles this
week for the Forrester Research, Inc. (Nasdaq: FORR) Marketing Forum.
The two-day sold-out event focused on new ways to use technology to
engage customers -- from digital innovations that encourage user
interaction to social media that turns customers into influencers.
Forrester analysts and senior marketers at leading companies
advised attendees that engagement requires a fundamentally different
relationship with their customers, and they must be aware of the level
of involvement, interaction, intimacy, and influence a person has with
their brand to appropriately connect with them.
"A company's most valuable customer isn't necessarily someone who
buys a lot but rather someone who influences others to buy," said
Forrester Research Vice President and Research Director Harley
Manning. "Marketers have to learn how to identify and engage that
power influencer in order to successfully reach their target
The Forum's keynotes and panel discussions offered insights about
increasing customer engagement for several key roles. For example:
-- Customer Experience professionals learned how to craft
personas and use techniques from the product design world to
evaluate people's emotional reaction to digital experiences.
-- Direct Marketing and Market Research professionals discussed
organization and development of customer-focused programs that
can improve engagement.
-- eBusiness, Channel & Product Management professionals explored
innovative technologies and strategies -- like video and viral
marketing -- that engage and excite customers.
-- Interactive Marketing professionals shared ideas for gaining
internal support for interactive efforts, staffing and
organizing for growth, and innovating to stay ahead of the
-- Marketing Leadership professionals explored tools and
practices that can help them build and test multichannel
strategies focused around the needs of the customer.
Industry leaders who spoke at the Consumer Forum included:
-- Emmanuel Brown, Director of Digital Marketing and Content
Development, Nike's Jordan Brand
-- Mark Colombo, Senior Vice President, Digital Access Marketing,
-- Cathy Halligan, Chief Marketing Officer, Walmart.com
-- Casey C. Jones, Vice President, Global Marketing, Dell
-- Patrick W. Jordan, Author, How To Make Brilliant Stuff People
-- Nancy MacIntyre, Executive Vice President, Product,
Innovation, and Marketing, LeapFrog Enterprises
-- Gary Skidmore, Corporate Officer and President, Harte-Hanks
In addition, participants gained information on how to increase
customer engagement through more than 230 one-on-one sessions with
Forrester analysts, workshops, peer networking, and a technology
showcase where 30 sponsors -- including platinum sponsor Hart-Hanks
and gold sponsors (x+1), Aprimo, Organic, and Responsys -- shared
One hundred and thirty members of Forrester Leadership Boards'
marketing groups also met at the Marketing Forum. They attended
exclusive sessions hosted by The CMO Group, the Interactive Marketing
Council, the Direct Marketing Council, the eBusiness Council, the
Market Research Council, and the Technology Marketing Executive
Council. The CMO Group members examined best practices for building
and executing effective green marketing strategies. The Interactive
Marketing Council discussed emerging digital marketing trends and how
to integrate them into online marketing strategies. The Direct
Marketing Council focused on integration strategies for online and
offline data. The eBusiness Council examined methods for developing a
Web strategy and exchanged perspectives on the operational challenges
of executing the strategy. The Market Research Council considered the
future of market research techniques, processes, and data collection
strategies, as well as how to best structure their team for influence
and visibility across the organization. The Technology Marketing
Executive Council addressed integrated approaches for successful
customer and prospect marketing. More information on Forrester
Leadership Boards is available at: www.forrester.com/LeadershipBoards.
For more information about future Forrester Events, visit:
About Forrester Research
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technology and market research company that provides pragmatic and
forward-thinking advice to global leaders in business and technology.
For more than 24 years, Forrester has been making leaders successful
every day through its proprietary research, consulting, events, and
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SOURCE: Forrester Research, Inc.
Forrester Research, Inc.
Tracy Sullivan, + 1 617-613-6023
Senior Public Relations Specialist