Melissa Parrish

Vice President, Group Director

Forrester Bio

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Consumer Marketing 2018 Follow-Up: Jenny Storms Answers Your Questions

Melissa Parrish April 17, 2018

One of the positive consequences of having fantastic speakers and robust conversations at Consumer Marketing this year is that we have a backlog of questions from the audience that we weren’t able to address on stage. Here are just a few of the remaining questions that fellow marketers had for Jenny Storms, CMO of NBC […]

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Consumer Marketing 2018: “Could-Do’s” Versus “Must-Do’s”

Melissa Parrish April 9, 2018

To my astonishment, this tweet, which quotes my opening remarks, was the most retweeted/liked/shared of Forrester’s Consumer Marketing 2018: On average, marketers are using 16 different channels to reach and interact with customers and, on average, are tracking 17 different types of measurements and KPIs, says @MelissaRParrish #FORRMktg — Ginger Conlon (@customeralchemy) I was astonished […]

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Think Olympics Marketing Is As Simple As "Go America!"? Think Again.

Melissa Parrish March 12, 2018

One of the guests I’ll be welcoming at Consumer Marketing 2018 in April is Jennifer Storms, CMO of NBC Sports Group. The other day, we were chatting about how much more complicated marketing for the Olympics is than most of us would expect. Here are a few things I was particularly struck by: “The Olympics” […]

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Consumer Marketing 2018 Is A Can't-Miss Event

Melissa Parrish March 5, 2018

Last year marketers faced a crisis of confidence: How would you navigate the chaotic seas of our world and business context, rocked by politics and consumer upheavals you couldn’t control? This year, as businesses found their values-driven groove, marketers are facing major volume challenges: You’re responsible for—or are trying to dig up– more channels, more […]

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Go Ahead, Freak Out About Snap's Earnings- For The Right Reasons

Melissa Parrish November 9, 2017

The sky is falling, right on top of Snap Inc, and the sky’s name is CPM. Since they launched their self-service, auction-based buying environment, CPMs plunged 60%.  60%!?!?!?  Cue the panic, right? Not so fast. With companies like Facebook making up the competitive set, the pressure was always on Snap to not just post good […]

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Madtech Convergence Is Ongoing — With Or Without You

Melissa Parrish August 16, 2017

For marketers, the struggle is real: you want to provide your customers and prospects cohesive cross-channel experiences that demonstrate you actually know them (without freaking them out) — all while reducing the number of vendors in your tech stack. There are positive signs with the marketing technology ecosystem rapidly consolidating — and millions of dollars […]

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CONSUMER MARKETING 2017 Guest Q&A with Danielle Lee of Spotify

Melissa Parrish March 8, 2017

In 2016, we learned a lot about how complicated it is to gather and interpret data that will help brands uncover people's motivations, interests and behaviors. At Consumer Marketing in NYC next month, we'll be taking these topics head-on, trying to understand how far data can go to helping us understand and target the right […]

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Through The Marketing Wormhole

Melissa Parrish February 6, 2017

What a strange time it is to be a marketer. Last year, we on the B2C marketing team fielded hundreds of questions from brands and tech partners alike about the revelations that rocked our worlds: kickbacks, tech consolidation, opacity of even decades-old partnerships, measurement screw-ups from the world’s second largest digital advertising player, and the […]

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Media Industry 2017: No Rest For The Weary

Melissa Parrish November 3, 2016

With mergers and acquisitions, agency executive turnover, and movie studios working with Google to make your (and my) Harry Potter dreams come true, there’s never a dull moment in the media industry. We expect 2017 to bring more of the same, which is to say, there’s even more disruption and surprises headed our way. We […]

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"Social Marketing" Strategies Are Holding You Back

Melissa Parrish August 1, 2016

Social marketing is at a crossroads. The explosive popularity of social media over the last decade led many B2C marketers to launch social programs, often without any strategy or even an understanding of what they hoped to accomplish. Since then, nearly all marketers have jumped on the social media bandwagon launching Instagram accounts and influencer […]

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Microsoft + LinkedIn = Everything But An Advertising Play

Melissa Parrish June 13, 2016

The second the story broke about Microsoft’s $26.2 billion acquisition of LinkedIn, everybody you can think of who has any kind of an opinion about either company, social media, business productivity, enterprise software, the stock market, data and mergers & acquisitions in general has weighed in on the deal’s implications for their areas of expertise. […]

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The Importance of Creating a Marketing and Technology Lingua Franca

Melissa Parrish June 3, 2016

As the IT agenda gives way to the Business Technology agenda, marketers and technologists are working together more closely and more often than ever before, but many of them don’t feel like those collaborations are going smoothly yet. In fact, lack of communication is the No. 1 reason cited for a very poor relationship between […]

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The Magic of Disney's Brand Promise

Melissa Parrish April 18, 2016

A couple of weeks ago, I was in Disney World for what’s recently become an annual trip. I’ve always been a fan– I spent most of my childhood in South Florida which means I was either going to love everything Disney or develop a deep aversion to it– which makes it as nostalgic a vacation […]

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Boomerang: More Than Just a Weapon

Melissa Parrish March 17, 2016

Forrester has a long tradition of boomerangs— former employees who re-join the company—and I joined their ranks back in January. It’s been an incredibly busy first few months, but I wouldn’t have it any other way. The quick re-immersion has meant that I’ve started to solidify my coverage area (social marketing primarily with a bit […]

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Embrace Utility Marketing — Even If You're Not A US Brand

Melissa Parrish May 8, 2014

Last month I blogged about the impressive growth of always addressable customers among US online adults. We've just seen the data for Europe, and I can confirm what we all knew instinctively: This is not just a US phenomenon. At least one-third of European online adults are always addressable today — and the pace of this […]

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Create Marketing Your Customers Can Use

Melissa Parrish April 14, 2014

Half of US online adults have reached 'always addressable' status: using at least three connected devices and accessing the web multiple times per day from varying locations. It’s perhaps no surprise that this customer base has grown quickly since we first introduced it in 2012, when 38% of US online adults were always addressable. And […]

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Q&A With Jeannine Rossignol, Vice President, Marketing Services, Xerox

Melissa Parrish April 1, 2014

Marketers have paid lip service to customer-centric marketing for a long time. But consumers and business buyers have flipped the conversation from "Oh, they think they know me" to "They better know me, or I'll find someone who does." For brands to be truly competitive in the Age of the Customer, companies must become customer […]

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Q&A With Simon Fleming-Wood, CMO, Pandora

Melissa Parrish March 25, 2014

Marketers have more channels to choose from than ever before. But in the age of the customer, people distrust push-style marketing methods that interrupt and intercept them. In fact, 49% of consumers don't trust digital ads; 38% don't trust emails; and 36% don't trust information in branded apps. What consumers want is genuine value from […]

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Join Us At Forrester's Forums For Marketing Leaders This Spring

Melissa Parrish February 24, 2014

One evening in early January, I was stuck at home, suffering through the second in what would become the string of bad winter storms that we’ve all been experiencing. I hadn’t been to the grocery store for the week, and dinnertime was sneaking up on me. I was contemplating the soup that had been in […]

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Marketing 2014: Driven By Insights, Striving For Personalization, Breaking Media Boundaries

Melissa Parrish December 30, 2013

December 26th at my house was probably a lot like it was at yours: We ate leftovers; we binge-watched shows we’d missed earlier this year; and we played with toys. Not kids’ toys—tech toys. The one we played with most is also the one I spent the most time researching before I bought it: the […]

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