Excel At Customer-Obsessed Marketing

Insights

BLOG

Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition

Lori Wizdo September 21, 2018

I am still catching my breath. Adobe has agreed to acquire Marketo for $4.75 billion. The deal is the biggest in Adobe’s history and a massive encore to the acquisition of Magento for a mere $1.7 billion in May. On the one hand, I find myself proud to be a B2B marketer — to think that […]

Read More
BLOG

Google’s Interpretation Of GDPR Puts Publishers In An Untenable Position: Forrester Recommends Rebellion

Susan Bidel May 24, 2018

The GDPR (or General Data Protection Regulation), Europe’s new data privacy regulation, applies to all organizations — including publishers — doing business with residents of the EU and takes effect on May 25. To learn more about the regulation, please have a look at this post or listen to our May 2017 podcast, “Countdown To […]

Read More
PODCAST

The Algorithm Of Me

What It Means May 24, 2018

Forrester Principal Analyst Fatemeh Khatibloo discusses the future of consumer data: its sources, purpose, and potential for changing the way brands and consumers interact.   Featuring: Fatemeh Khatibloo, Principal Analyst Show notes: While we live in the age of the empowered customer, algorithms still hold sway over what we see, who we interact with, what apps we download, and even how we feel. Fed […]

Listen Now
PODCAST

The New Role Of Marketing

What It Means May 17, 2018

Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success. Featuring: Shar VanBoskirk, Vice President, Principal Analyst Show notes: The purpose of business is changing. Rather than differentiating through a product or business model, companies now need to deliver an […]

Listen Now
BLOG

Marketing Innovation Starts And Ends With Customer Obsession

Keith Johnston May 10, 2018

Despite all the monumental changes to technology and media that afford marketers the capabilities to build emotion-rich customer relationships, they frequently struggle to rise above roles as brand despots or sales vassals. But don’t blame the tools; it’s because marketing functions are mired in minutiae while prioritizing internal tasks and artificial organizational constraints over solving […]

Read More
BLOG

$122 Billion: The Marketing Technology and Services Investment Sticker Shock

Shar VanBoskirk April 24, 2018

At $90 billion today and growing to $122 billion by 2022, CMOs are pouring budgets into investments which align their organization’s operations with greater customer and experience focus. Planning and budgeting for the technology and services investments supporting these goals stands as a critical task for CMOs and will only get harder in the future. […]

Read More
BLOG

Facebook Fumbles Its Own Brand Crisis

Brigitte Majewski April 19, 2018

Mark Zuckerberg’s testimony before the U.S. Senate didn’t sway us from our previously posted perspective, at least in terms of what Facebook’s fiasco means for marketers.  If you are looking for more catastrophizing around the near-term death of social marketing, you’ve come to the wrong blog post. What did catch our attention: how poorly the […]

Read More
BLOG

Modernize Your Martech Stack for Moments

Joe Stanhope April 5, 2018

The world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences served to consumers in just the moment they need them. Marketers must adopt the right strategy, operational best practices and technology […]

Read More
BLOG

Modernize Your Martech Stack for Moments

Julie Ask April 5, 2018

The world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences served to consumers in just the moment they need them. Marketers must adopt the right strategy, operational best practices and technology […]

Read More
BLOG

Transform Your Personalization Strategy At Forrester’s Consumer Marketing Forum

Brendan Witcher March 19, 2018

Where are you on your company’s journey to personalize the customer’s experience? Are you one of the 89% of digital businesses that are investing in personalization – companies like Coca-Cola, Fabletics, Netflix, Sephora, USAA, and Wells Fargo. What’s new now? Businesses need to evolve their definition of personalization – from tactical segmentation, to strategic individualization. […]

Read More
BLOG

Why Marketing Agencies Will Transform In 2018

Jay Pattisall March 9, 2018

Will 2018 Be A Reckoning For Agencies? WPP’s flat 2017 earnings is another in a series of bad omens for marketing agencies, as the largest advertising holding company is often regarded a bell weather for the industry. IPG, Publicis Groupe and Havas also reported lack-luster earnings. P&G and Unilever recently cut another $800 MM in […]

Read More
BLOG

Omnichannel: It’s Not What Your Ad Tech Provider Tells You It Is

Joanna O'Connell March 8, 2018

I love digging into data. Sounds obvious, I know. I’m an analyst, after all. But when I returned to Forrester, just after the Q2 2017 Omnichannel DSP Wave published, I found we were sitting on a treasure trove of data gleaned during the customer reference survey portion of the research. And it was illuminating. This […]

Read More
PODCAST

Bonus: Why The Home Depot Wins At Mobile Web

What It Means March 8, 2018

Forrester Vice President and Principal Analyst James McQuivey interviews Prat Vemana, vice president online at The Home Depot, to understand how the company has systematically approached its mobile web strategy and experience. Featuring: James McQuivey, Vice President, Principal Analyst, Brendan Miller, Principal Analyst, Jennifer Wise, Senior Analyst, and Prat Vemana, Vice President Online, The Home Depot Show notes: Most retailers […]

Listen Now
PODCAST

The Changing Nature Of Agencies

What It Means March 8, 2018

Forrester Principal Analyst Jay Pattisall discusses the threats and changes that agencies are facing and what they need to do now to survive an uncertain future. Featuring: Jay Pattisall, Principal Analyst Show notes: The agency landscape is being shaken up by some powerful forces. Advertising and PR giant WPP’s abysmal earnings signify a bigger trend among […]

Listen Now
BLOG

2018 Super Bowl Ads: Plenty of Fumbles Off The Field

Jim Nail February 6, 2018

Few marketers can resist the lure of the Super Bowl ad hype. VP, Research Director Brigitte Majewski interviewed a few of us who cover all things marketing here at Forrester to get at what really matters when it comes to Super Bowl advertising and why. Brigitte: The buzz in Marketingville around the Super Bowl is […]

Read More
BLOG

The Data Digest: The Reasons Why Millennials Embrace Sharing

Jonathan Winkle January 31, 2018

I would like to introduce myself as a new data researcher at Forrester Research. Before joining Forrester, I earned my Ph.D. in cognitive neuroscience from Duke University where I focused on building predictive models of decision making. I combined behavioral economics principles with computational methodologies to create robust models of the internal and external motivators […]

Read More
PODCAST

The Future Of Marketing (Live)

What It Means January 11, 2018

Vice President and Principal Analyst Michael Facemire hosts a panel of his peers — Fatemeh Khatibloo, James McQuivey, and Shar VanBoskirk — to explore the future of marketing. Featuring: Michael Facemire, Vice President, Principal Analyst, Fatemeh Khatibloo, Principal Analyst, James McQuivey, Vice President, Principal Analyst, and Shar VanBoskirk, Vice President, Principal Analyst   Show notes: What happens when you get four thought […]

Listen Now
PODCAST

The Intelligent Agent Cocoon

What It Means December 21, 2017

Vice President and Principal Analyst James McQuivey describes how consumers are using intelligent agents to cocoon themselves from the digital noise and how this move is redistributing power — and relationships — from brands to tech giants like Amazon and Google. Featuring: James McQuivey, Vice President, Principal Analyst Show notes: It’s noisy out there. Our days […]

Listen Now
PODCAST

Bonus: The Repeal Of Net Neutrality — And What It Means For Your Business

What It Means December 15, 2017

In this bonus episode, Research Directors Glenn O’Donnell and Melissa Parrish discuss the repeal of net neutrality and what it means for your business and your customers. Featuring: Glenn O’Donnell, Vice President, Research Director and Melissa Parrish, Vice President, Research Director   Show notes: As expected, the FCC has repealed net neutrality. The issue was not a quiet […]

Listen Now
PODCAST

The Disruption Of The Media Market

What It Means November 30, 2017

Forrester Vice President and Research Director Melissa Parrish discusses the forces driving media market disruption and how media can address market headwinds. Featuring: Melissa Parrish, Vice President, Research Director Show notes: The media market is under duress. Along with the disruption driven firstly by digital and then mobile, the market is also under pressure from forces […]

Listen Now