chief marketing officer (CMO)

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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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Can CMOs Trust Consultancies For Programmatic Media?

Jay Pattisall May 29, 2018

Last week, Accenture Interactive launched a new media service called Accenture Interactive Programmatic Services. The new service will include programmatic consulting services for in-housing media, media strategy, planning and implementation, and advertising technology services. It’s the first “official” foray into media from a consultancy. The marketing and advertising trade press label the move another effort […]

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Innovation And Regulation

Thomas Husson May 25, 2018

There is no doubt that the VivaTech conference is a great demonstration of how France is catching up and embracing tech innovation with more than €2.5 billion invested in startups last year and with significant investments from tech giants such as IBM or Salesforce. In this good summary article, The New York Times looks back at […]

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VivaTech 2018

Thomas Husson May 22, 2018

From Thursday to Saturday, more than 70,000 visitors will attend the third edition of VivaTech in Paris, one of the largest digital and tech conferences in Europe. The aim is to celebrate innovation and to help startups and businesses grow. The lineup of speakers is pretty impressive, starting with Mark Zuckerberg, who will join a […]

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Marketing Innovation Requires "Process, Process, Process!" (Channeling Jan Brady)

Jessica Liu May 10, 2018

Marketing has come a long way, but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new marketing innovation playbook. It’s time for companies to undergo a marketing makeover. This playbook guides brands through assessing four pillars: mindset, talent, process, and insights. “Marketing innovation” and “process,” you ask? […]

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Marketing Innovation Requires "Process, Process, Process!" (Channeling Jan Brady)

Jessica Liu May 10, 2018

Marketing has come a long way, but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new marketing innovation playbook. It’s time for companies to undergo a marketing makeover. This playbook guides brands through assessing four pillars: mindset, talent, process, and insights. “Marketing innovation” and “process,” you ask? […]

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Could Your Company Benefit From A Blended Agency Model?

Jay Pattisall May 3, 2018

Forrester’s research shows that half of firms have moved some digital marketing capabilities in-house, and another third plan to do so. Whether you are a company CMO or an agency CEO, insourcing involves a lot of anxiety. Both should ask: “What does this mean for my business?” Make In-House Digital Marketing A Strategic Asset It’s […]

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AI Helps Marketers Target The Right Customers, Across The Right Channels And Content At Scale

Frederic Giron April 18, 2018

There’s a sense of urgency in Asia to capitalize on AI, not only to compete but to lead globally. Appier, established six years ago in Taiwan, is one of these firms. I recently attended its first analyst event in Taipei to better understand how the company approaches the AI opportunity and helps its clients deliver […]

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Consumer Marketing 2018 Follow-Up: Jenny Storms Answers Your Questions

Melissa Parrish April 17, 2018

One of the positive consequences of having fantastic speakers and robust conversations at Consumer Marketing this year is that we have a backlog of questions from the audience that we weren’t able to address on stage. Here are just a few of the remaining questions that fellow marketers had for Jenny Storms, CMO of NBC […]

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A Renewed Vision For WPP

Jay Pattisall April 16, 2018

  The news of Martin Sorrell’s resignation signals a crisis for WPP; its stock dropped 7% Monday and further fueled discussion of breaking up the company into smaller pieces. But rather than bend to the pressure of market volatility, WPP should take this rare moment of reflection to reinvent itself. Sorrell’s resignation ends an era, […]

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Consumer Marketing 2018: “Could-Do’s” Versus “Must-Do’s”

Melissa Parrish April 9, 2018

To my astonishment, this tweet, which quotes my opening remarks, was the most retweeted/liked/shared of Forrester’s Consumer Marketing 2018: On average, marketers are using 16 different channels to reach and interact with customers and, on average, are tracking 17 different types of measurements and KPIs, says @MelissaRParrish #FORRMktg — Ginger Conlon (@customeralchemy) I was astonished […]

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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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Walled Garden No More: Digital China Goes Global

Xiaofeng Wang April 5, 2018

As China battles the US for global digital leadership, Chinese digital giants like Alibaba and Tencent are taking the first beachhead: Southeast Asia (SEA). My latest report, Walled Garden No More: Digital China Goes Global, tells how China’s global digital expansion is changing the digital ecosystems in SEA and how marketers should prepare for success. […]

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Amazon Flirts With Banks And Their Customers: Here’s What You Should Do

Peter Wannemacher April 3, 2018

Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that to many bank executives who heard the […]

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Webinar On Culture And The Power Of Metrics

Nigel Fenwick March 29, 2018

Followers of my blog may remember this post from February: “It’s Time To Fix Your Broken Business Culture.” Here’s a snippet: “Employees make everyday judgements based on what the organization signals to them is important. And while many CEOs assert that the customer is the most important person, the metrics they use to measure employee […]

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Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018

WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]

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Why Marketing Agencies Will Transform In 2018

Jay Pattisall March 9, 2018

Will 2018 Be A Reckoning For Agencies? WPP’s flat 2017 earnings is another in a series of bad omens for marketing agencies, as the largest advertising holding company is often regarded a bell weather for the industry. IPG, Publicis Groupe and Havas also reported lack-luster earnings. P&G and Unilever recently cut another $800 MM in […]

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Learn The Emotional Language Of The Digital Era

Thomas Husson March 7, 2018

Building on the research “Emotions Fuel Your Brand Energy” from my colleagues James McQuivey and Dipanjan Chatterjee, I have done some research on the role of emotions on digital and especially mobile touchpoints. Marketers need to rethink how their brand conveys emotion beyond the confines of TV advertising. Mobile touchpoints like messaging apps and conversational […]

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Accelerate Digital Transformation With Forrester's Business Innovation Canvas

Nigel Fenwick March 5, 2018

Challenge Thinking, Lead Change! I take very seriously my role in delivering on our company tagline – “Challenge Thinking, Lead Change” – especially the “challenge thinking” piece. In some companies, challenging thinking can get you into trouble fast, especially if you challenge leadership thinking. Some might describe this as “a career-limiting move.” But not leaders […]

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