digital marketing

Digital marketing moves fast, with new tools and tactics cropping up and aging out at lightning speed. Read our insights to keep up with the latest developments in digital marketing.

Insights

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Understand Connected Shoppers In Southeast Asia

Xiaofeng Wang November 27, 2019
Forrester forecasts that more than 294 million adults in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam are online in 2019 and that 56% of them, 164 million, shop online. In the recently published “Forrester Infographic: Connected Shoppers In Southeast Asia,” we share several insights: Shoppers in Southeast Asia are connected and channel-agnostic. Consumers in […]
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Hot DAM! Top Vendors In Our Just-Published Forrester Wave™

Nick Barber November 20, 2019

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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

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Marketing’s Customer-Obsession Paradox

Melissa Parrish November 18, 2019
In their embrace of new tools and tactics, marketers have at times lost sight of the people they aim to connect with. It's time to take a step back and revisit core assumptions.
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The 64 Best Channel Podcasts Of 2019

Jay McBain November 12, 2019
  If you haven’t listened to a podcast yet, you’re now in the minority.  According to Podcast Insights, 51% of the US population has listened to at least one podcast. Since the first podcast came on the scene in 2004, there are now over 750,000 podcast shows with over 30 million episodes. What’s behind this […]
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Use Search To Convert In-Market Customers This Holiday Season

Collin Colburn October 31, 2019
Learn how to get the most from your paid search and search engine optimization efforts.
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Predictions 2020: CMOs Must Extend Their Span Of Control In The Name Of Customer Value

Keith Johnston October 28, 2019
The age of the customer has redefined the CMO role. Failure to adapt could lead to a loss of relevance. Vice President and Research Director Keith Johnston explains what chief marketers must do in the near term.
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Roku Buys DSP Dataxu: Good For Roku, But For Everyone Else?

Jim Nail October 23, 2019
Roku announced yesterday that it’s buying demand-side platform (DSP) Dataxu for $150 million in cash and stock. Just another instance of advertising technology (adtech) consolidation, maybe? Not so fast. Let’s break down what it means. Roku Keeps A Good Thing Going From a strictly business perspective, this is a good move for Roku. The company’s […]
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End Marketing Dissonance

Marketing effectiveness is hindered by a gap between marketers’ perceptions and customers’ realities.

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Make Your Email Marketing Sing This Holiday Season

Shar VanBoskirk October 21, 2019
Email is still among the most cost-effective tools that marketers have. Learn how to maximize its impact as the holidays approach.
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Mobilized Employees Engage Buyers With A Trusted Voice

Laura Ramos October 16, 2019
Employees’ Advocacy Boosts Your Content And Customer Interactions While trust in brands has dwindled, B2B buyers hold those same brands’ employees in high regard as authentic and compelling sources of information. And they want to engage with them. In our new research, “Mobilized Employees Engage Buyers With A Trusted Voice,” Matthew Camuso and I explored […]
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Financial Service Firms Need To Stop Thinking Like Retailers On Personalization

Alyson Clarke September 26, 2019
By thinking like retailers, banks are leaving money on the table.
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Marketers: Embrace A Better CX

Brigitte Majewski September 24, 2019
Marketers' attempts to reach and win customers may be driving them away instead. Take the first steps toward a truly customer-centric marketing strategy that drives retention and growth.
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Google, Facebook, And Amazon: From Advertising Duopoly To Triopoly

Collin Colburn September 3, 2019
Google and Facebook have long dominated the digital advertising landscape. Now, Amazon has staked its claim. What could this mean for the ad industry and for marketers?
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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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Social Will Be The Fastest-Growing Digital Advertising Channel Globally

Meenakshi Tiwari August 15, 2019
While 2018 was a challenging year for global social media advertising amid the implementation of GDPR, privacy scandals, and brand safety concerns, Forrester forecasts that social will remain the fastest-growing digital advertising channel globally over the next five years. This growth will be driven by increasing revenue per user and will be fastest in Asia […]
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European Digital Advertising Gets Knocked Down But Gets Back Up Again (Kind Of)

Brandon Verblow August 8, 2019
GPDR has upended digital advertising in Europe. But this isn't the advertising apocalypse some predicted. Learn more.
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Announcing Forrester’s First DMP Wave For Asia Pacific

Xiaofeng Wang July 10, 2019
I’m excited to share that “The Forrester Wave™: Data Management Platforms In Asia Pacific, Q3 2019” is now live. It’s the first time we evaluated data management platform (DMP) vendors’ capabilities in Asia Pacific (AP). In our 39-criterion evaluation, we identified the 10 most significant ones — Adobe, BrainPad, Cxense, iPinYou, Lotame, nEqual, Oracle, Salesforce, […]
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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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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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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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The New Era Of Marketing Strategy

Melissa Parrish May 14, 2019
When marketers fail to understand the complexity and nuance of how customers’ core characteristics evolve, people lose trust in them. As they look elsewhere, customers have found a more nimble set of businesses to meet their needs: direct-to-consumer (DTC) brands.
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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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