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DTC Disruptors Solve Three Escalating Tensions In Consumer Decision Making

Anjali Lai June 19, 2019
Direct-to-consumer (DTC) disruptors are storming onto the scene and growing at a rapid clip, proving that the improbable can become reality overnight: Few expected that buying mattresses out of a box or discovering personal eyewear styles from the comforts of home would become commonplace consumer behaviors, let alone business model blueprints with skyrocketing valuations. DTC […]
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The Cost Of Losing Creativity

Jay Pattisall June 18, 2019
  Agencies’ creative perspective, the very currency of the business, is at risk and can only be realized by shifting billions from tech to fund creative differentiation. “The value of agency creativity is at risk of disappearing.” The marketing industry is woefully out of balance, from agency/client relationships to new business requirements and compensation. The […]
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The Value Of Creativity

If marketers shift budget out of tech and into creative, they stand to gain more in ROI.

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Marketers: Manage Your Automation Portfolio

Victor Milligan June 7, 2019
Automation creates opportunity for marketers. It also generates risk. Marketers must master automation while closing the gap between customer expectations and the current operating model. Learn more.
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Breakthrough Or Bust: Understand And Master Consumer Energy

May 21, 2019
Forrester’s Consumer Energy Index tracks the underlying forces that compel consumers toward or away from a brand experience. Learn what consumer energy is, how it shapes your customer relationships, and how to master it to draw customers in.
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CX NYC 2019: Q&A With Rick Parrish On Values-Based Selling

Rick Parrish May 20, 2019
Consumers seek out brands that share their values. At CX NYC, we’ll debut a values-based experience framework to help CX pros strategically approach this emerging area of differentiation. Get a sneak peek by reading our Q&A with Principal Analyst Rick Parrish.
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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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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 9, 2019
A Better Mousetrap Is Always Around The Corner The world saw cracks in the armor of Google this week when Alphabet’s earnings reported below analyst estimates. It looks like Amazon and others have found weaknesses in the search-based advertising model — golden geese are mortal, after all. So if Google is vulnerable to disruption, we all […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 24, 2019
Crisis Management Is Changing  Boeing’s having a tough run. The company is under intense scrutiny after two crashes involving its 737 MAX jets, with governments grounding planes globally. This isn’t the first time Boeing planes have crashed — but PR-wise, it’s the worst. What’s different serves as caution for all leaders, regardless of industry. The […]
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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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FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini April 18, 2019
Is There A Resurgence For The CIO Role? For years, the CIO role looked like it had been moving toward “chief infrastructure officer,” with many executives feeling like the transformative part of their job had been carved out and handed to chief digital officers. We have always been dubious that CDOs without deep technology expertise […]
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Let’s Unpack The Latest Agency Acquisition — Epsilon + Publicis = ?

Fatemeh Khatibloo April 16, 2019
On Monday, Publicis Groupe officially announced its plans to acquire marketing services agency and loyalty provider Epsilon-Conversant from Alliance Data Systems for US$4.4 billion. We predicted this acquisition months ago, since IPG’s purchase of Acxiom and Dentsu Aegis Network’s (DAN) purchase of Merkle left Publicis as the only holding company without a significant data management […]
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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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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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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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Apple’s Partnership With Goldman Sachs Will Drive Seismic Shifts In The Banking Industry

Alyson Clarke March 26, 2019
Apple and Goldman Sachs are partnering to deliver a new credit card. The industry seems to be quick to dismiss the partnership . . . but there’s an awful lot more at stake here than credit card rewards.
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Barneys And Starbucks Raise The Bar With Loyalty Program Updates

Brigitte Majewski March 25, 2019
To differentiate their loyalty programs, brands are adding something new to their reward portfolios: Experiences.
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Creative Media Outshines The Technology

Jay Pattisall March 14, 2019
The excess of adtech and martech such as demand-side platforms (DSPs) and data management platforms (DMPs) gives marketers all the control and insights required to run efficient and effective media campaigns. The prospect of marketers owning their data and putting hands on keyboards for digital campaigns calls into question the real need for media agencies. […]
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Goliath’s Challenge: DTC Startups Get Personal

Anjali Lai March 7, 2019
In this battle between direct-to-consumer (DTC) startups — cast as the proverbial David — and their large, established brand opponents, victory is not about size or stature; it’s about skillful weaponry. In fact, if one looks at DTC startups’ long-term growth numbers, a scorecard tally suggests that today’s Goliaths will continue to dominate consumer retail […]
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What CIOs Can Learn From Fleetwood Mac About Marketing

Caroline Robertson March 5, 2019
Here at Forrester, we love all things music. Each office floor has a different musical theme, and all the rooms are named after popular musicians of the time. It’s not uncommon to have a team meeting in Guns N’ Roses or an afternoon phone call in Jackson Browne. So it seems natural to think of […]
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The New Digital Model For Brand Experience

Dipanjan Chatterjee February 5, 2019
The Journey From Energy To Experience In the summer of 2017, I, along with my Forrester colleagues, wrote up the results of our year-long endeavor to build an analytically sophisticated, data-driven framework for emotion-led branding. In my report entitled “Emotions Fuel Your Brand Energy,” I outlined three components of a brand’s “energy” and its ability […]
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