digital marketing

Insights

Marketers, You Need Better Measurement — Two Companies Can Show You The Light

Tina Moffett August 27, 2018

Marketers, need inspiration to get started with advancing your marketing performance measurement strategy? Look no further! In our latest report, “Case Study: Advanced Measurement Transforms Marketing,” we profile two companies — a retail bank and a global prestige beauty brand — about their implementation and management of their advanced measurement strategy. They both took very […]

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The Video Universe Is Expanding, And Video Market Players Must Adapt

Brandon Verblow August 9, 2018

In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]

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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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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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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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All Brands Need A Full-Fledged Digital Commerce Strategy

Michelle Beeson May 17, 2018

The internet has enabled brands to sell more of their products to an ever-expanding universe of shoppers, but digital distribution has also added complexity to the relationship between brands and retailers and other channel partners. All brands need to set parameters around the digital sales of their goods, regardless of the type of brand or […]

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Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Laura Ramos May 16, 2018

“To survive in a world of ‘killer competition,’ you can either distinguish yourself from your competitors or offer the lowest price.” That’s the opinion of Jack Trout, co-author of Positioning: The Battle for Your Mind, late president of Trout & Partners, father of the positioning concept. In this month’s conversation with Johannesburg-based author Mark Eardley, […]

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What Brought Me Back To Forrester: Our Market-Leading Engagement Around Emerging Technologies

James Staten April 30, 2018

It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and market development for Microsoft Azure and Equinix, what brought me back were three things: The value […]

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Through-Channel Marketing Represents The Third Stage For Sales And Marketing Leaders

Jay McBain April 25, 2018

  Over the past few decades, sales and marketing leaders have been transforming themselves into predictable, data-driven business units. The CRM stage started in the 1990s and accelerated quickly a decade later with lower-priced cloud offerings. The marketing automation stage began to grow exponentially around 2008 and has reached critical mass in its first decade. […]

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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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Introducing The Forrester Wave: Marketing Measurement And Optimization Solutions, Q2 2018

Tina Moffett April 17, 2018

Jim Nail and I are excited to announce the publication of The ForresterTM Wave: Marketing Measurement And Optimization Solutions, Q2 2018.  This report evaluates eight top vendors’  current offering, strategy, and market presence for unified measurement solutions that leave behind siloed measurement approaches, like attribution and mix modeling. The research revealed two strong insights: Unified […]

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The GDPR Is Coming, And Marketers Must Be Ready

Fatemeh Khatibloo March 21, 2018

Europe’s General Data Protection Regulation (GDPR) is right around the corner, going into effect on May 25. And still, the biggest question I get from marketers is, “Does it apply to me?” The simple answer is: If you offer your product or services to European subjects, the GDPR applies to you. And while many firms are […]

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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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Consumer Marketing 2018 Is A Can't-Miss Event

Melissa Parrish March 5, 2018

Last year marketers faced a crisis of confidence: How would you navigate the chaotic seas of our world and business context, rocked by politics and consumer upheavals you couldn’t control? This year, as businesses found their values-driven groove, marketers are facing major volume challenges: You’re responsible for—or are trying to dig up– more channels, more […]

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The State Of Digital Business 2018: Top Technologies

Nigel Fenwick March 2, 2018

Top Technologies By Maturity While the scope of business strategy is increasingly defined by technology, not all technologies are equally important. To help digital leaders think about where to place their future technology bets, we published “The Top Emerging Technologies For Digital Predators” in 2017. More recently, as I was examining our latest digital survey […]

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Facebook: The Industry Wants Transparency, Not New Labels

Jim Nail February 23, 2018

Facebook made an announcement yesterday titled “Making Ad Metrics Clearer” that says, in part: We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . . The centerpiece of its announcement is new […]

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Bynder’s Acquisition Of WebDAM For $49 Million Will Force Big Players To Innovate

Nick Barber February 16, 2018

The digital asset management (DAM) market continues to consolidate with the latest big purchase of San Mateo, CA based WebDAM by Bynder, a European player based in Amsterdam that has been expanding in the US. Consolidation signals maturity in the marketplace and that means that differentiation isn’t as easy. The hip Bynder culture and SaaS-based […]

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Top Gear Marketing: How Honda Measures The "Rhythm Of The Brain"

Dipanjan Chatterjee February 12, 2018

Why Should You Care? Ever seen puppies on ads? How about babies? If you have, chances are that you weren’t seeing much of anything else. When I first collaborated with Nielsen Consumer Neuroscience, they shared a straight-forward eye-tracking heat map of an audience watching a commercial involving shelter pets. The dogs were adorable. And everything […]

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Last Chance To Take Our Search And Digital Marketing Survey

Collin Colburn January 18, 2018

There are less than two days to take our Search And Digital Marketing Survey – if you have not already taken 15 minutes to answer it, please do. The survey will close by end of business on Friday January 19. Anyone working in marketing – whether at a brand, agency, vendor, consultancy – can take […]

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