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Video Drives Online Display Advertising Spending, But With Some Limitations

Meenakshi Tiwari 1 day ago

Online video offers marketers and media firms an immersive and interactive form of communication with targeted user groups. Google is constantly refining its content acquisition and delivery tools to grow its YouTube revenue. Three Chinese digital giants — Baidu, Alibaba, and Tencent (BAT) — are investing aggressively on their online video platforms, namely Baidu’s iQiyi, […]

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Evaluating Digital Experience Agencies In Asia Pacific — Providers Have Deep But Diverse Capabilities

Michael Barnes November 28, 2018

Firms across Asia Pacific are actively leveraging digital experience (DX) agencies to design, build, and manage digital customer experiences (CX). But to fully access these benefits, you need to carefully select from a diverse set of providers that vary by size, functionality, geography, and industry focus. Your options include agencies, consultancies, and tech providers that […]

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This Is A Story All About . . . Stories: One Takeaway From The #DMWF

Brandon Verblow November 8, 2018

Like the opening sequence of The Fresh Prince of Bel-Air, the social media landscape is getting “flipped-turned upside down” by the ascendance of stories. Well, that may be a bit dramatic, but they are certainly starting to make waves. Stories are growing in popularity as a mode of sharing and consuming content on social media. […]

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Predictions 2019: Brand Commands Renewed CMO Attention

Keith Johnston November 5, 2018

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 […]

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These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs

Joe Stanhope October 26, 2018

Six months ago, we started a conversation about customer data platforms (CDPs). The timing was right; CDPs were driving attention toward a historically sleepy corner of the martech universe centered around data management, gaining traction among vendors, and racking up mentions in the marketing trade press. Questions, hope, and more than a little confusion ensued. […]

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GDPR And Google Q3 2018 Results: Are We Out Of The Woods Yet?

Brandon Verblow October 26, 2018

As I listened to Google’s Q3 2018 earnings conference call, the Taylor Swift song “Out Of The Woods” kept playing in my head. (This is the part where I pretend I tried to fight it. But let’s be honest, I didn’t mind.) As with the relationship in the song, I wondered if we were indeed […]

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Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions

Ryan Skinner October 25, 2018

What bubble? The size of the influencer market on Instagram alone is set to grow $2.38 billion next year. Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […]

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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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