chief marketing officer (CMO)

The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.

Insights

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20 Mobile Trends for 2020

Thomas Husson 2 hours ago
I have just published a post sharing some of our marketing predictions for 2020. It made me realize Forrester no longer publish dedicated “mobile” predictions. Why? Because, mobile has simply become a key driver and enabler of business transformation. Mobile is embedded everywhere. However, many brands wrongly think they have ticked the mobile box and […]
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2020 Marketing Trends

Thomas Husson 2 days ago
In the past three weeks, I have shared the key findings of our predictions research to different clients and at some Forrester events in London and in Amsterdam. It is always interesting to challenge clients on some of their assumptions, discuss what trends will accelerate next year, or be challenged on some of the bold […]
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Predictions 2020

Discover the dynamics that will define 2020 and beyond.

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski 6 days ago
LVMH Acquires Tiffany & Co.: Why It’s A Prudent Match LVMH (Moët Hennessy – Louis Vuitton SE) is acquiring Tiffany & Co. for approximately €14.7 billion (or $16.2 billion). For LVMH, this will strengthen its presence in the US market and position in the jewelry category. For Tiffany & Co., it presents an opportunity to […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 25, 2019
Dreamforce: Industry Confab, Cultural Event, Or Populist Movement? We walked as pilgrims to the Golden Gate to wander the forests of Howard Street and Moscone Center and drink from the fountain Dreamforce. There, we mingled — herded, really, by guides dressed as National Park Service rangers — with executives in snappy blazers and Trailblazers representing […]
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Marketing’s Customer-Obsession Paradox

Melissa Parrish November 18, 2019
In their embrace of new tools and tactics, marketers have at times lost sight of the people they aim to connect with. It's time to take a step back and revisit core assumptions.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 18, 2019
Nike Just Does It First, the age of the customer shifted power away from institutions to individuals, drastically reducing the control companies had over their own brands. Then came Amazon: The competitive juggernaut ripped whatever shred of control brands had left, leaving them to figure out the algorithmic enigma of eCommerce while competing on price […]
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Sydney Predictions 2020: The Highlight Reel

Michael Barnes November 17, 2019
Forrester’s analysts serving the Australia and New Zealand market presented their 2020 predictions at a client event on November 14th. We recap some of our top predictions.
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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 11, 2019
By Silencing Hackers With NDAs, Uber Could Legitimize Ransom Attacks As A Business Despite a half-billion-dollar marketing campaign last year to rebuild Uber’s image, the ride-sharing giant’s reputation problem just keeps getting worse. On Wednesday, two of the (now known to be) three hackers responsible for the 2016 breach and ransom of 57 million riders’ […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 4, 2019
Apple TV+ launches; the coming Streampocalypse; and more.
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Use Search To Convert In-Market Customers This Holiday Season

Collin Colburn October 31, 2019
Learn how to get the most from your paid search and search engine optimization efforts.
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Predictions 2020: Privacy And Data Ethics Bring Marketing To The Boardroom

Fatemeh Khatibloo October 30, 2019
Regulations, consumer wariness, and the consequences of misbehavior will create a challenging landscape for B2C marketers and brands. Read our top privacy predictions.
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Consumers Demand Hybrid CX

Tom Mouhsian October 30, 2019
The Falsehood Of Digital As The North Star Ever since “digital” swept across the world and became a word that’s almost synonymous with innovation, companies large and small have been in a race to digitize . . . everything! Driven in part by the (correct) assumption that customers themselves are increasingly digital, and bolstered by […]
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End Marketing Dissonance

Marketing effectiveness is hindered by a gap between marketers’ perceptions and customers’ realities.

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Predictions 2020: B2C Marketers Will Balance Cost Concerns With Customer Expectations

Tina Moffett October 29, 2019
Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.
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Predictions 2020: Agencies Will Upgrade Or Fade Away

Jay Pattisall October 29, 2019
Economic uncertainty, performance pressures, and other forces will catalyze change in agency processes and capabilities next year.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 28, 2019
Humana Commits To Cloud-Based Innovations To Reimagine Heathcare Humana signed a multiyear strategic partnership with Microsoft to build predictive and personalized healthcare solutions to help its members manage and overcome health issues. Among its broad innovation portfolio are moves to empower doctors to deliver personalized, proactive health care by providing a holistic view of their […]
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Predictions 2020: CMOs Must Extend Their Span Of Control In The Name Of Customer Value

Keith Johnston October 28, 2019
The age of the customer has redefined the CMO role. Failure to adapt could lead to a loss of relevance. Vice President and Research Director Keith Johnston explains what chief marketers must do in the near term.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 21, 2019
Cisco’s Ex-CEO Has Launched A Startup, Taking Enterprise CX To The Next Level John Chambers, Cisco’s longtime CEO (1995–2015) founded a startup, Pensando, focused on making edge computing more scalable, agile, and efficient. His firm unveiled its flagship software-defined edge services platform last week, which it claims delivers 5–9 times better technological advantage, productivity, performance, […]
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How Can CMOs Grow Their Brand?

Move on from faltering brand experiences by investing in creativity.

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 15, 2019
The California Attorney General just Published CCPA rules, and they're clear as mud.
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IPG Takes The Creative Leap With Kinesso

Jay Pattisall October 7, 2019
Activating The Holding Company The Interpublic Group of Companies (IPG) announced the creation of Kinesso, a martech company that will build products and software solutions to scale precision marketing. This move gives IPG the opportunity to power both media and creative with technology and data-driven solutions that use Acxiom as the data management layer and […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 7, 2019
Cybersecurity Awareness Month Is Underway Executives consider cyberattacks the second leading global risk to doing business, per the World Economic Forum’s 2019 Global Risks Report. The US Senate passed a law to help firms suffering from ransomware attacks, and the NSA launched a new Cybersecurity Directorate. With a flurry of activity already underway, it’s going […]
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