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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Make Your Brand "Voice" Loud And Clear

Dipanjan Chatterjee July 23, 2018

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

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Six Key Takeaways From Google Marketing Live 2018

Collin Colburn July 12, 2018

Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]

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The Data Digest: Prioritize CX Investment By Understanding Empowered Consumers

Anjali Lai July 3, 2018

On paper, customer experience (CX) is about people creating memorable experiences for other people. But in reality, resonating with consumers is complex and messy. Customers approach your brand with unique emotional profiles, tendencies, and preferences that shape how they feel about your CX. Like people themselves, CX isn’t objective or static — its quality relies […]

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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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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Why AT&T’s Acquisition Of AppNexus Is A Big Deal

Joanna O'Connell June 25, 2018

The rumors were swirling during the Cannes Lions festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. Before […]

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Get Ready To Activate Marketing Campaigns With Mobile Wallets

Thomas Husson June 7, 2018

In February 2015, Forrester predicted that the future of mobile wallets would go beyond mere payments. We argued that within five years, mobile wallets would become marketing platforms in their own right — a new channel where marketers mixed their offline and online marketing efforts. Despite the growing adoption of wallet solutions from Apple, Google, and Samsung, […]

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Changing Attitudes To Targeting Could Threaten Digital Ad Spending

Brandon Verblow June 7, 2018

The balancing of the privacy-personalization paradox will be the defining dynamic impacting digital ad spending over the next several years. Future growth in digital ad spending is heavily based on the expectation that as targeting capabilities improve, marketers will be able to justify paying a higher price per ad, which will lead to higher overall […]

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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 Digest: The Dangerous Contradictions Of Consumer Reviews

Anjali Lai May 24, 2018

The American showman P.T. Barnum understood the value of online consumer reviews well before the arrival of the internet when he said, “Nothing draws a crowd quite like a crowd.” While consumer reviews generate buzz, they stop just short of being a circus because they’ve won immense levels of consumer trust. But two of the […]

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The Data Digest: Millennials Call For Values-Driven Companies, But They’re Not The Only Ones Interested

Anjali Lai May 18, 2018

We’ve been researching values-based consumers for several years now, and conversation in the C-suite has progressed from “Are values really important?” to “How do we strategize accordingly?” But every now and then, lingering questions crop up that lead to misguided decision making around values. Here are two common misconceptions — and why they are wrong. […]

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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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Click Summit 2018: The Future Of Experimentation Has Arrived

Joe Stanhope May 11, 2018

This week I was fortunate to attend, participate in, and moderate a session at Click Summit 2018 in Cary, North Carolina. Click Summit is hosted annually by Brooks Bell and her eponymous firm. As an industry analyst, I’m an event connoisseur, and Click is one of my all-time favorites. As expected, Click Summit was well […]

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Master The Fundamentals Of Marketing Measurement In Asia

Xiaofeng Wang May 3, 2018

Measuring marketing results or ROI is the No. 1 challenge marketers face in Asia. To tackle this problem, 68% of marketers in Asia plan to invest more in marketing measurement. My latest report, “Master The Fundamentals Of Marketing Measurement,” helps marketers understand the best practices for improving their marketing measurement and the major barriers they […]

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What Marketers Need To Know: Social Media Q1 2018 Roundup

Brigitte Majewski May 2, 2018

Q1 2018 earnings for Twitter, Facebook, and Snap largely showed minimal impact from the recent data privacy crisis. There were no surprises: Twitter is building off its Q4 2017 momentum, Facebook continues to grow its user base, and Snap is still going through an identity crisis. For the most part, the financial markets seem to […]

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Global Marketing Automation Spending Will Reach $25 Billion By 2023

Jennifer Adams April 30, 2018

Marketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe. As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast, 2017 To 2023, we expect global spending on […]

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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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