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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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The Data-Driven Marketing Revolution Will Be Televised

Jim Nail May 16, 2018

I recently heard L.L.Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. He showed some TV spots (most of which elicited laughs, like this winner), and I was reminded of the company’s expanded TV spend. Is TV dead? Hardly. But it is about to change more radically than […]

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What The Cambridge Analytica/Facebook Drama Tells Us About Brand Safety Today

Brigitte Majewski May 3, 2018

We didn’t think the Cambridge Analytica story could get any darker, but clearly it has. Yesterday, The New York Times reported that Cambridge Analytica filed for bankruptcy, with clients fleeing the firm after improper data harvesting and suspect targeting practices for election manipulation were revealed. The article disclosed that Cambridge Analytica had been planning to […]

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TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018

I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]

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Amazon’s Multibillion-Dollar Ad Business Propels Its Profitability

Collin Colburn April 27, 2018

Yesterday (Thursday, April 26), Amazon released its Q1 2018 financial results. Amazon knocked it out of the park! In fact, Jim Cramer on CNBC called it “the best quarter I’ve ever seen from a company.” I would argue that it’s the best quarter ever because of a little-known business Amazon has: advertising. In fact, Amazon […]

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$122 Billion: The Marketing Technology and Services Investment Sticker Shock

Shar VanBoskirk April 24, 2018

At $90 billion today and growing to $122 billion by 2022, CMOs are pouring budgets into investments which align their organization’s operations with greater customer and experience focus. Planning and budgeting for the technology and services investments supporting these goals stands as a critical task for CMOs and will only get harder in the future. […]

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Marketers, You Desperately Need A New Mindset

Jim Nail April 20, 2018

You have to feel bad for marketers: For years, they’ve tried to keep pace with changing buyer behaviors and adapt to the cross-device and cross-channel habits of their customers. To guide their progress, they’ve fallen back on familiar routines: benchmarking against past performance, optimizing short-term results, and pushing people through the sales funnel. The problem […]

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Zuckerberg vs. US Senate, Round 1: Reasonable Expectations

Fatemeh Khatibloo April 11, 2018

  “…would not reasonably expect.” Those four words form the basis of a fair and ethical data practice. Today, as he was questioned by the Senate Judiciary and Commerce Committees, Mark Zuckerberg made it clear that, even now, he isn’t concerned with what users might reasonably expect him to do with their data, as long […]

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Apple's Brand Playbook Unlocked

Dipanjan Chatterjee April 9, 2018

Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rate of 36%, while the entire “brandscape” has grown […]

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Modernize Your Martech Stack for Moments

Julie Ask April 5, 2018

The world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences served to consumers in just the moment they need them. Marketers must adopt the right strategy, operational best practices and technology […]

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See The Forest For The Trees In Facebook’s Cambridge Analytica Problem

Jessica Liu March 29, 2018

Shame on Facebook. The Cambridge Analytica scandal has exposed the social network’s egregious misstep. Here at Forrester, we are furiously fielding inquiries about what this failure to protect user data means. Most questions are immediate and tactical in nature. These questions are certainly pressing so let’s address them. But then let’s discuss the bigger questions that […]

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Omnichannel: It’s Not What Your Ad Tech Provider Tells You It Is

Joanna O'Connell March 8, 2018

I love digging into data. Sounds obvious, I know. I’m an analyst, after all. But when I returned to Forrester, just after the Q2 2017 Omnichannel DSP Wave published, I found we were sitting on a treasure trove of data gleaned during the customer reference survey portion of the research. And it was illuminating. This […]

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Three Things I Never Expected Marc Pritchard To Say — But Every Marketer Needs To Hear

Jim Nail March 1, 2018

P&G CMO Marc Pritchard keynoted today’s ANA Media Conference and exhorted the marketing industry to disrupt and reinvent the craft of marketing: Quote #1: “Disrupt mass marketing.” Yes, you’re reading that right. The company that is if not the inventor of mass marketing, certainly the company known for perfecting it, says its time has passed. […]

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The Inflection Point for Addressable and Advanced TV Is Here Now. Really.

Jim Nail March 1, 2018

The headlines have said it for years: TV is about to change. It will become more targeted. So I don’t blame you if you are a bit skeptical. But yesterday I presented data from the ANA/Forrester State of TV and Online Video Survey that strongly demonstrates that we are finally at the point where rapid […]

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Amazon Has Officially Invaded The Advertising Industry

Collin Colburn February 28, 2018

Amazon is seemingly part of every sector of the economy – and that now includes advertising. We fielded many questions from clients about Amazon ads during 2017 and by year’s end, we were curious about how significant its advertising business had become. Since Amazon doesn’t break out its revenues from advertising (although it’s been estimated […]

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Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018

Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]

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The Data Digest: Which Ads Resonate In The Weeks After Super Bowl LII

Chris Collins February 23, 2018

In a blog post immediately following this year’s Super Bowl, my colleague Joanna O’Connell said that ads in this year’s big game could be summed up as “trying too hard with mostly nonsensical and underwhelming results.” Of all the ads that played during the game, the winner of this year’s Try-Hard award was certainly Ram […]

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Top Gear Marketing: How Honda Measures The "Rhythm Of The Brain"

Dipanjan Chatterjee February 12, 2018

Why Should You Care? Ever seen puppies on ads? How about babies? If you have, chances are that you weren’t seeing much of anything else. When I first collaborated with Nielsen Consumer Neuroscience, they shared a straight-forward eye-tracking heat map of an audience watching a commercial involving shelter pets. The dogs were adorable. And everything […]

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2018 Super Bowl Ads: Plenty of Fumbles Off The Field

Jim Nail February 6, 2018

Few marketers can resist the lure of the Super Bowl ad hype. VP, Research Director Brigitte Majewski interviewed a few of us who cover all things marketing here at Forrester to get at what really matters when it comes to Super Bowl advertising and why. Brigitte: The buzz in Marketingville around the Super Bowl is […]

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