Ryan Skinner

Senior Analyst

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Have A Very Merry, X-Function-Erry Xmas!

Ryan Skinner October 26, 2018

This blog post is part of Forrester’s Holiday 2018 retail series. It’s late October, which means one thing as a consumer: You’re going to start hearing Nat King Cole, Brenda Lee, and Bing Crosby a lot more whenever you’re shopping. For most marketers, it just means: Whatever you were going to do for Xmas, it’s already […]

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Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions

Ryan Skinner October 25, 2018

What bubble? The size of the influencer market on Instagram alone is set to grow $2.38 billion next year. Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […]

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Loss Of Privacy's A Humanity Tax

Ryan Skinner July 19, 2018

People are pragmatic, and they predictably think they’re rational — which is great. It’s been reported pretty extensively that the Russian government interfered in the last US presidential election. It’s not a stretch to say that most Trump voters would acknowledge Russian interference as a fact. It’s also unlikely any of them would acknowledge that Russian […]

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Loss Of Privacy's A Humanity Tax

Ryan Skinner July 19, 2018

People are pragmatic, and they predictably think they’re rational — which is great. It’s been reported pretty extensively that the Russian government interfered in the last US presidential election. It’s not a stretch to say that most Trump voters would acknowledge Russian interference as a fact. It’s also unlikely any of them would acknowledge that Russian […]

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Content Marketing In Three Pictures

Ryan Skinner July 19, 2018

We’ve officially retired our content marketing playbook. We’re still doing research on content and content strategy, but — as we said about two years ago — the utility of talking about “content marketing” just isn’t there anymore.

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Let's Talk Omnichannel Content At OmnichannelX

Ryan Skinner June 26, 2018

Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]

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Let's Talk Omnichannel Content At OmnichannelX

Ryan Skinner June 26, 2018

Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]

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Investment Companies' Content Fails To Inspire Trust

Ryan Skinner March 21, 2018

If there’s any industry whose content should inspire trust, it’s that of the investment and wealth management industry. They’re asking consumers to entrust their nest eggs with them. And there are lots of eggs. PwC forecast that the mass affluent segment alone would put up to $10 trillion under management by 2020. Our analysis of […]

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ASOS Uses Machine Learning To Understand Customer Value

Ryan Skinner February 8, 2018

Customer Lifetime Value (CLTV) is a big deal, and particularly in online clothing retail, where free delivery and returns means retailers may spend more on their worst customers’ postage than those customers spend on stuff. Last year, ASOS – the UK-based retailer – announced a potentially significant improvement in how it calculates and applies CLTV […]

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Dead Brands And Living Brands

Ryan Skinner January 30, 2018

MIT Media Labs may have helped put a fork in the monolithic approach to branding in 2011. Today great brands are less recognizable by a particular color palette than by a tonal, or spiritual, or conceptual ‘je ne sais quoi’ that breathes through everything it does. You know it’s Patagonia without seeing the logo. Or […]

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Two Minutes of Advice for B2B Marketers On Content Marketing Platforms

Ryan Skinner December 1, 2017

In April 2017, I completed a Wave report on content marketing platforms (CMPs) – specifically, Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword, Spredfast, and Sprinklr – for B2C marketers. B2B marketers asked: What about us? Which platform suits B2B content marketing best? The same ones that suit B2C content marketing? What makes them different? Will […]

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The Allure of Small

Ryan Skinner September 14, 2017

I’ve always been drawn to small. I suspect it’s because I started out small. Not in the “all-babies-start-out-small-duh-forrester-analyst” way, but in the “this-kid-is-undersized-for-his-age-what’s-wrong-with-him” way. A late growth spurt made all that go away, but it left me with a lingering fondness for smallness. Small can be good. But is small, good, in marketing? The activist […]

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Amazon Product Content: A New Space Race?

Ryan Skinner July 13, 2017

The Whole Foods acquisition by Amazon weeks ago was only the latest milepost in the latter’s inexorable march to the top of retail. The company sold $136 billion worth of products in 2016 – more than any other online retailer (and just over a third of what Wal-Mart did). And we find that Amazon is big and gaining […]

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Cision IPO – Great Guns For Brand Situational Awareness

Ryan Skinner June 30, 2017

Today Cision will officially IPO on the NYSE, assuming the ticker CISN and emerging as a tradable entity from the shadow of its private equity owners. The underlying intent: To raise capital to continue a growth trajectory that’s involved a string of acquisitions in the PR and comms space, such as Gorkana, Viralheat, and PRNewsWire. […]

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A CMP Wave And The Vision Of True Brand Orchestration

Ryan Skinner April 21, 2017

Ted Schadler first said “content is the soul of digital.” To that, I add: “…and content marketing platforms are its church.” CMPs. This tech is like the ace up the sleeve for savvy marketing leaders. A marketing leader at Airbnb told us that this is the crucial tech that allows the company to move faster […]

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Introducing Content Intelligence

Ryan Skinner March 24, 2017

A riddle: What's the difference between your content and mashed potatoes? Answer? Nothing. To the technologies that host and deliver your content, the stuff they deliver may just as well be mashed potatoes as text strings or image files. Even marketers who spend lots of time tagging content know the process is very fallible, often […]

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Your 7 content mega- giga- uber- supra- monster trends for 2017

Ryan Skinner February 2, 2017

It’s Groundhog’s Day, when a sleepy landpig emerges from his little mancave and entertains questions from the press about astronomical phenomena! As good a day as any to share a few content trends where we at Forrester expect to see considerable acceleration this year. Here are your 6 content trends and one wannabe-trend that won’t […]

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US Marketers Spent More Than $10 Billion On Content In 2016

Ryan Skinner January 16, 2017

I've always dismissed efforts to size the 'content marketing market'. The definition of content marketing's very squirrelly, meaning: a) if you size it including A, B, and C, then people will invariably say it should also include D, E, and F (but not B, or C), and b) if you ask marketers to give you […]

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Here Are Your Native Advertising Options Mapped Out

Ryan Skinner September 27, 2016

Native advertising corresponds to many types of advertising, from paid search and social ads to the sponsored editorial offerings from media companies. Put simply, it’s confusing as hell to understand. Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand […]

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Just Don't Call It Native Advertising

Ryan Skinner May 10, 2016

In the context of writing a report on the native advertising technology landscape, I was looking at many publishers' native advertising products when it occurred to me: Nobody uses the same damn name for native ads, no one calls it 'advertising', and almost no one calls it 'native'. Here's a word cloud of all the […]

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