digital marketing

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Marketing Into China

Xiaofeng Wang May 30, 2019
China is expected to be the world’s largest consumer market in 2019. Foreign brands will continue to invest in China, but the golden age of easy growth for foreign brands is over. Seeking Chinese equivalents of Western marketing approaches no longer works. My latest report, “A Guide To Marketing Into China,” helps global marketers customize […]
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Why Sizmek’s Ad Server Shouldn’t End Up With Amazon

Joanna O'Connell May 24, 2019
Serving ads . . . sounds boring, right? And on its face, it is. Ad servers are the pipes of digital advertising — they (virtually) move content or ad creatives into empty slots on a publisher’s pages and keep track of how many times they did it. So it’s no wonder that most of the […]
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A Call To Action For Marketers

Marketers have eroded customers’ trust in their quest to know them better. What’s the best path forward?

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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini May 14, 2019
Having A Digital Ad Strategy Doesn’t Mean You’re Ready For This $100 Billion Market This week, the IAB announced that US digital ad spend topped $100 billion for the first time last year. We’re not surprised — our forecast predicts that by 2023, CMOs will spend nearly $150 billion on various digital marketing channels in […]
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Voice Assistants Cannot Answer All Your Questions

Collin Colburn April 24, 2019
Let’s be honest: There is a lot of hype around voice assistants (or, as we call them at Forrester, intelligent agents, or IAs). Marketers, agencies, and vendors alike are all excited about this potential voice search future. But have you ever had a voice search experience with an IA like the cartoon below? We wanted […]
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Apple ITP 2.1: What It Is, What It Means, And Why It Matters

Tina Moffett April 4, 2019
Apple first introduced Intelligent Tracking Protection (ITP) in 2017, but the latest update (2.1) creates a new set of challenges for advertisers, publishers, and tech vendors that make money from online behavioral advertising (OBA), attribution, web analytics, testing, and personalization. With new reports that Google may be following suit, we decided it was time to […]
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Direct-To-Consumer (DTC) Brand Growth Will Boost Social Ad Spending

Brandon Verblow April 2, 2019
In recent years, a wave of so-called digitally native direct-to-consumer (DTC) startups have burst onto the scene and have grown in popularity. Consumers are increasingly purchasing products and services such as mattresses, shoes, razors, and groceries from the over 400 DTC firms now in operation. Forrester forecasts that online spend by DTC enthusiasts will grow […]
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The State Of Retailing Online 2019: Omnichannel, Personalization, And Marketing

Sucharita Kodali March 29, 2019
This year’s State of Retailing Online report focuses on omnichannel fulfillment, personalization, and digital marketing.
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Breakthrough Or Bust: Understand And Master Consumer Energy

Discover the underlying forces that compel consumers toward or away from a brand experience

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Incumbent Brands Need A DTC Strategic Plan

Ryan Skinner March 27, 2019
Direct-to-consumer brands (DTC) are making a splash — for example, Glossier and Rent the Runway just reached unicorn status (a valuation of $1 billion or more) last week. What does this mean for incumbent brands? We’ll be unpacking the DTC trend and its repercussions next week at Forrester’s Consumer Marketing 2019 Forum in New York […]
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Use Direct Mail To Get The Attention Of Your Digital-First B2B Buyers

Steven Casey March 25, 2019
When was the last time you answered a phone call from a phone number you didn’t recognize or opened an email from an unfamiliar sender? Like, never? Same here. The sad truth about most modern marketing tactics is that they’re too cheap and too easy. When anyone can do it, everyone will — which also […]
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Digital Media Spending Growth And Privacy Are Compatible

Brandon Verblow February 26, 2019
With increasing scrutiny on how advertising platforms use consumer data, the days of hypertargeting are numbered. As a result, one may believe that ad prices and, consequently, ad spending will need to decline. Forrester disagrees. We expect annual digital media spending in the US to grow by nearly $50 billion over the next five years. […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini February 13, 2019
Lessons From Toy Land: Digital Strategy Beats Digital Marketing Mattel and Hasbro announced earnings this week. Both saw sales decline from the collapse of Toys”R”Us. But Mattel’s sales declined only 5% while Hasbro’s declined 13%, and Wall Street applauded the difference. Why? Because Mattel has been aggressively pursuing a digital products and channels strategy, extending […]
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Consumer Marketing 2019: Beyond The DTC Revolution

Melissa Parrish January 29, 2019
Warby Parker. Everlane. Casper. MVMT. Bombas. Harry’s. The list of these digitally native, direct-to-consumer (DTC) challenger brands goes on and on — and incumbent consumer brands have taken notice almost as quickly as consumers themselves have turned to these up-and-comers for the products and services they need. But questions abound about what’s driving the increased supply […]
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You’ve Still Got Mail

Brandon Verblow January 2, 2019
It has been more than two decades since AOL popularized email with the catchy “You’ve got mail” greeting. So ubiquitous was it in its heyday that it was the title of a rom-com starring Tom Hanks and Meg Ryan. Since then, however, the way that people use the internet to communicate has evolved significantly. AOL […]
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Video Drives Online Display Advertising Spending, But With Some Limitations

Meenakshi Tiwari December 13, 2018
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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