chief marketing officer (CMO)

Singles’ Day, the world’s largest online shopping festival, is celebrating its 10th anniversary. There’s no doubt that we will see another record-smashing year, although gross merchandise volume (GMV) will no longer be the highlight. Singles’ Day has always been Alibaba’s testbed for new business models and technologies, and this year is no exception. AI and […]

I am excited to announce the publication of “The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018.” In our first 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions, Datalicious, Fractal Analytics, Impact, Neustar, and Nielsen — […]

Customer experience (CX) was at the forefront of CMOs’ minds in 2018. They shifted ad budgets (under siege thanks to trust and transparency issues) to even more technology and CX initiatives. Good news: The focus is creating more emotionally resonant and useful brand experiences such as Disney’s MagicBand. Bad news: The competitive advantage these experiences […]

Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]

To shift from brand monologues to two-way dialogues, many brands are embracing live chat and piloting marketing initiatives on new conversational interfaces such as chatbots and voice-based assistants. However, conversational marketing is not new: It is simply based on listening to your customers, incorporating feedback into your marketing strategy, and communicating back to them in […]

“Love and marriage, love and marriage They go together like a horse and carriage This I tell you, brother You can’t have one without the other” – Frank Sinatra The New Yorker once wrote of Sinatra that “he sounds the way you would sound if you could speak the things you feel.” In my line […]

When your CEO asks you for your digital strategy, you could go away and huddle up with your team for a month and produce some voluminous document full of TLAs, only to have it sit on the shelf for the next two years. Instead, simply give your CEO a copy of your business strategy. After […]

It’s frustrating when a customer exhibits purchase intent but doesn’t buy because of friction in the customer journey. It’s worse when a store manager or contact center agent is unaware of a digital promotion. Nearly 40% of CMOs say that a lack of consistent customer experience (CX) prevents greater online sales revenue. Empowered customers now […]

I am really honored to have represented Forrester in the jury of the eCAC40/Les Echos Index measuring the digital maturity of the largest French companies quoted at the French stock exchange (CAC 40 Index). The results are as follows (top 10 only): Société Générale  Total Schneider Electric Air Liquide Orange BNP Paribas Atos ENGIE AXA […]

I am very excited to have been invited for the third time to give the opening keynote speech at One to One, a great marketing conference taking place on October 10–12 in Biarritz in the southwest of France. To summarize my talk in a few points, I have shared some global marketing trends and how […]

Do you see the chief digital officer (CDO) as some kind of digital superhero, swooping in to rescue a dysfunctional business and transform it into a digital powerhouse? The truth is that chief digital officers can be very effective with strong CEO backing, but they are not always necessary. A business-savvy, customer-obsessed CIO can be […]

The use of artificial intelligence (AI) in specific marketing applications such as programmatic real-time bidding is now commonplace. Although marketing has yet to adopt it more broadly, new use cases are gathering momentum. My latest report, “Leverage AI To Improve Marketing Efficiency,” covers the nine AI marketing use cases that have the potential to deliver […]

In a recent workshop with the marketing team of a large European brand, we discussed the importance for marketers to deliver their brand promise. About 45% of marketers now report to be in charge of the customer experience. Whether they officially own CX or simply orchestrate CX talent and resources does not matter. In that […]

Unless you were on the Appalachian Trail for a few weeks, you know what I’m talking about. I’ll start with this paragraph from our newly published analysis of Nike’s “Just Do It” campaign featuring Colin Kaepernick, called “Nike Makes No Sacrifices“: Judging Nike’s decision is difficult because there’s so much conflicting evidence. In concept, values-based appeals […]

I am still catching my breath. Adobe has agreed to acquire Marketo for $4.75 billion. The deal is the biggest in Adobe’s history and a massive encore to the acquisition of Magento for a mere $1.7 billion in May. On the one hand, I find myself proud to be a B2B marketer — to think that […]

The first Forrester Wave™ on global media agencies reveals the category-adding technology, services, and capabilities to leap beyond conventional media planning and buying. Media agencies are beginning to transform into media consultancies. However, who’s leading might surprise you. The Conventional Approach Of The Media Agency Is Deteriorating Media agencies are no longer just media planning […]

If you regularly follow the financial markets, it’s hard to ignore the growth generated by the FAANG stocks (Facebook, Apple, Amazon, Netflix, Google). When you look more closely at the “ANG” part of this quintet, it’s not hard to see how continuous delivery and rapid creation of customer value and corporate growth go hand in […]

What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]

What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]