marketing & strategy

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BLOG

FORRward: A Weekly Read For Tech And Marketing Execs

Matthew Guarini 5 days ago
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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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, especially the rewards program — but we think they’re missing the bigger picture. There’s an awful lot more at stake here than credit card rewards. The bigger concern for digital banks, traditional banks, […]
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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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Like Teflon, Scandals Don’t Stick To Facebook As 2018 Delivers User And Ad Growth

Brigitte Majewski January 31, 2019
Facebook’s tumultuous year made approaching the social giant’s Q4 2018 earnings call complicated, to say the least. Days before the call, news hit that Facebook is consolidating the back-end tech of its family of messenger apps. Why? Then, a story breaks that Apple is pulling a Facebook app that invites users to share their phone […]
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Decoding Patterns In Consumer Behavior Empowers Leaders

Anjali Lai January 30, 2019
When sociologist Jane Jacobs artfully depicts crowds on a city sidewalk, she may as well be describing consumers. In Jacobs’ words: “Under the seeming disorder . . . is a marvelous order. It is a complex order . . . This order is all composed of movement and change . . . ensembles all have […]
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VIDEO

Accelerate Innovative Digital Transformation

Nigel Fenwick January 30, 2019
Quick video perspective on applying design thinking to business strategy.
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The CMO’s Guide To CES 2019: Customer+Brand+Tech

Dipanjan Chatterjee January 23, 2019
Each thing you see at CES may be wondrous, but after you’ve seen five variations of the same hundred things, the net effect is clutter and confusion. Let me help sort things out. I’ve had a week away from mood-lit Alexa-enabled toilets, from fierce ping-pong-playing robots, and from the jingle-jangle morning of walking through unending […]
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Gillette’s Path Forward With “We Believe”: Own The Controversy

Jim Nail January 18, 2019
In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […]
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Gillette’s Close Shave: Its Latest Ad Is A Masterful Emotional Play Let Down By Its Execution

Anjali Lai January 17, 2019
Brands are jumping into the messy arena of polarizing issues with greater fervor — and Gillette just raised the stakes. After 30 years of sitting on the sidelines, Gillette is passing its razor like a baton, with an overture that overtly calls masculinity into question. Within 72 hours of launch, Gillette’s “We Believe” TV spot skyrocketed […]
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WEBINAR

Predictions 2019 Live: The Year Transformation Goes Pragmatic

January 16, 2019
What’s on the horizon in 2019? Join host Victor Milligan, Forrester’s CMO, and Forrester thought leaders at our predictions 2019 online event to understand the major dynamics that will impact your firm in the year ahead.
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The TV Industry Is Stumbling Toward Customer Centricity

Joanna O'Connell December 5, 2018
I’ve just returned from a few days in the sun, having once again participated in Beet.TV’s annual Beet Retreat. (Wonderfully, we returned to Puerto Rico this year.*) The theme was “It’s Consumer-First in TV Land,” which I really hoped the conference would pay off on. Why? Well, we know that consumer attitudes about advertising are […]
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Partner Relationship Management (PRM) Comes Of Age

Jay McBain November 2, 2018
Maturing Into A Horizontal Channel Management Platform Aligned With CRM and Marketing Automation Channel and alliance leaders are known to be good jugglers. With the average partner program containing over 90 distinct components, encouraging channel growth while mediating conflict is a complex undertaking. Partner relationship management (PRM) connects the dots between partner planning, recruitment, onboarding, […]
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Making Sense Of Enterprise Marketing Technology

Rusty Warner October 26, 2018
Making sense of the enterprise marketing technology (EMT) landscape can easily overwhelm even the most dedicated martech aficionado. 2018’s “Martech 5000” is astonishingly closer to 7,000 vendors, rendering vendor differentiation difficult and vendor selection a nightmare. Forrester recommends starting this process by categorizing vendors in terms of systems of insight (SOI) and systems of engagement […]
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