Melissa Parrish

Vice President, Group Director

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How Are You Using Social Marketing Management Tools?

Melissa Parrish June 10, 2011

Back in April I published a report called Take Control of Your Social Marketing, which looks at the emerging market of social marketing management tools.  In it, I identified three groups of these tools: the social publishing platforms, the social promotion builders, and the platforms that focus on both.  In the two brief months since […]

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Join Forrester’s Tweet Jam About The Social Media Ecosystem: June 7th (Today!) At 2 pm Eastern

Melissa Parrish June 7, 2011

It’s Tuesday — and that means it’s time for another installment of #IMChat, a weekly tweet jam hosted by the interactive marketing team at Forrester. For today’s tweet jam, we’ve invited Shawn Shahani (@shawnshahani) from iCrossing to talk with us about challenges and possible solutions for companies with large and complex social presences. Here are […]

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Join Forrester's Tweet Jam About YOU: May 24th (Today!) At 2pm US Eastern

Melissa Parrish May 24, 2011

As you may have seen, for the past two weeks we’ve run a tweet jam called #IMChat. Our first two topics, CORE and social influence, were well received but really about what Forrester folks think is interesting. So it’s time to turn the social media table around. What are you interested in? What do you […]

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Join Forrester's Tweet Jam On CORE: May 10th At 2pm US Eastern

Melissa Parrish May 6, 2011

Recently you’ve heard and seen a lot about a new concept — CORE — where we at Forrester think interactive marketing is heading. CORE is a four part concept that states that to compete in the digital future marketers must: 1) customize marketing experiences; 2) optimize decisions and processes; 3) respond to changing marketing conditions; and 4) empower […]

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Q&A With Seth Priebatsch, Chief Ninja (Read: CEO) Of SCVNGR

Melissa Parrish March 29, 2011

If you haven't yet heard Seth Priebatsch, chief ninja of SCVNGR — a mobile company looking to gamify the world — address a conference audience, you're in for a treat. It's something that I and about 20,000 of my closest friends and colleagues were fortunate to experience at SXSW this year, and for those of you attending Forrester's Marketing Forum next week, you'll […]

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Mobile For Marketing: Is It A Channel Or A Device?

Melissa Parrish March 4, 2011

Marketers often ask me what their mobile strategy should be: What are the key elements? How can they make sure it’s successful? Where should they put their money? These may sound like simple questions, but given how complex the technology and landscape are there’s a lot more involved in answering them than it may appear at […]

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Consumer Privacy And Marketers: Let's Talk Terms

Melissa Parrish February 14, 2011

I recently read about a California ruling that prohibits most offline merchants from collecting ZIP codes for credit card transactions. According to the LA Times: “The high court determined that ZIP Codes were "personal identification information" that merchants can't demand from customers under a state consumer privacy law.” One justice was more specific about the ruling, […]

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2011 Mobile Marketing Predictions

Melissa Parrish January 4, 2011

In the last few months, we've talked a lot about how quickly the mobile marketing space is moving — and with nearly 75% of marketers telling us they're implementing or planning to implement mobile campaigns in the next year, we're not expecting the pace to slow any time soon. Since we've just switched over to our […]

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More Mobile Marketing Research Coming In 2011

Melissa Parrish December 3, 2010

If you follow the research we produce here on Forrester’s Interactive Marketing team, you’ve likely noticed that we’ve been writing a lot more about mobile as of late. With more marketers planning on piloting mobile programs next year, and with consumer mobile Internet adoption on the rise, you can expect to see even more research […]

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Just Published: The Forrester Wave™ For Community Platforms

Melissa Parrish November 2, 2010

The community platforms market has been heating up for the past few years.  Today, there are more than 100 vendors in the space, and we evaluated the top 5 in our most recent Wave: Lithium, Jive, KickApps, Telligent, and Mzinga.* When we started this research, we spoke with many interactive marketers to understand what they look for as they assess […]

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Already Marketing On Social Networks? Then You're Already Marketing On Mobile

Melissa Parrish October 18, 2010

One of the reasons marketing on social networks is so popular is that the consumers a brand can reach are largely active, vocal and willing to connect — with each other and with their favorite brands.  But did you know that 22% of US online adults with cellphones access their social networks via mobile at […]

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The MMA: Mobile Marketing Is No Longer Emerging. It's Here.

Melissa Parrish September 2, 2010

Today at the Mobile Marketing Forum in Sao Paolo, the MMA announced a repositioning to increase its "effectiveness at the global, regional and national levels, and to create additional membership benefits."   The association is shifting its focus from helping to build mobile marketing as an emerging discipline, to 5 tenets they've identified as the building […]

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Location-Based Social Networks: The Conversation Continues

Melissa Parrish July 29, 2010

You know how an analyst can tell when she's hit on a hot topic?  When it generates this much conversation. We published a report about location-based social networks (LBSNs) earlier this week, and it's spurred quite a lot of dialogue. The opinions are varied — and so much the better for it because it's lead to rigorous discussion about […]

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Should Marketers Check In?

Melissa Parrish July 26, 2010

Should Marketers Check In To Location-Based Social Networks? Location-based social networks (LBSNs) have been all over the media lately. Foursquare hit 2 million users. Twitter launched, revamped, and re-launched Places. CNNMoney partnered with Gowalla around its popular annual “100 Best Places to Live” list.  There’s even a social experiment — PleaseRobMe — that was started in response to […]

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A Guide To Community Management

Melissa Parrish June 30, 2010

Just a few short months ago, I was an implementer of community and social media products and programs.  The success I had in those roles, and the knowledge I carry with me now, is thanks in part to the Forrester research reports that helped guide me along the way — so I’m especially excited to […]

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Crowd Factory Launches New Social Campaign Product

Melissa Parrish June 8, 2010

Crowd Factory announced today a new product for marketers: CrowdWorks Social Campaign — which it describes as a way for marketers “to acquire new customers through simple social sharing and custom social marketing campaigns while easily tracking ROI.” The key word there is simple.  What Social Campaign offers marketers is not complex end-to-end community/social/conversational/engagement marketing functionality and […]

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Nice To Meet You!

Melissa Parrish June 2, 2010

As you might have read, the Interactive Marketing analyst team has been growing. What you might not know yet is that I’m one of the new recruits. I’m one of those practitioners who’s been working with social media since before we called it that — early on at Bolt.com and most recently at Time Inc. […]

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