chief marketing officer (CMO)

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Digital Myth No. 4 — Your Company Needs A Digital Strategy

Nigel Fenwick 3 days ago

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 […]

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Marketers — Get Your Heads Out Of The Clouds!

Rusty Warner 4 days ago

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 […]

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Digital Transformation: Why Culture Is So Key

Thomas Husson October 11, 2018

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 […]

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One To One — Digital Marketing Conference In Biarritz

Thomas Husson October 10, 2018

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 […]

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Myth No. 3 — Digital Transformation Requires A Chief Digital Officer

Nigel Fenwick September 27, 2018

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 […]

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Nine AI Marketing Use Cases That Have The Potential To Deliver Business Value

Xiaofeng Wang September 25, 2018

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 […]

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How To Use Emotion To Deliver Your Brand Promise

Thomas Husson September 24, 2018

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 […]

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Nike Scores A Customer-Values Touchdown

James L. McQuivey September 21, 2018

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 […]

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Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition

Lori Wizdo September 21, 2018

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 […]

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Media Consultancies Come Of Age

Jay Pattisall September 18, 2018

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 […]

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Stay Ahead Of Your Customers With Continuous Delivery

James Staten September 17, 2018

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 […]

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Forget Everything You Think You Know About Marketing Planning

Joe Stanhope September 10, 2018

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 […]

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Forget Everything You Think You Know About Marketing Planning

Joe Stanhope September 10, 2018

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 […]

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The Key To Marketing And Sales Alignment? The Customer

Lori Wizdo September 4, 2018

B2B marketers get it. They know they need to operate across their sales and marketing silos to get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle. The question is no longer why. The question is how. That’s why I am excited about the sessions […]

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Beyond The Hype, AI Will Spark A Marketing Renaissance

Thomas Husson August 30, 2018

Marketing technology (martech) vendors are heavily pitching AI. However, AI per se is not new and won’t solve CMOs’ problems overnight. In fact, many marketers use AI without even knowing it, when they use AI-powered algorithms for programmatic ad buying! The reality is that AI will scale existing data-driven marketing approaches and give modern CMOs […]

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Can Agencies Change Their Business Model Fast Enough?

Jay Pattisall August 15, 2018

Agencies Are No Longer The Exclusive Marketing And Business Partner For CMOs CMOs bring agency work in-house and aggressively manage agency fees. Global consultancies like Accenture and Deloitte target CMOs and new business and technology stakeholders with experience agency services. The agency business model is under financial attack. P&G reported saving $1 billion in agency […]

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Five Myths Of Digital Transformation: Myth No. 2 — CIOs Can't Drive Transformation

Nigel Fenwick August 7, 2018

Many people believe that digital transformation is not an IT thing. While this may have been true when applied to last century’s typical IT group, it should not be true in 2018. To be fair to anyone who believes that IT cannot lead digital transformation, I’m referring to a new kind of IT: The technology team […]

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Five Myths Of Digital Transformation

Nigel Fenwick July 27, 2018

Since I first wrote about digital transformation back at the end of 2012, the term has become wildly overhyped. Since CEOs are now at least asking about digital transformation, and every technology vendor now claims expertise in digital transformation, it’s time to burst a few of the myths surrounding digital transformation. But first, let’s recap […]

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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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