Forrester

For Chief Marketing Officer Professionals

Blog:Building A Successful Brand In The 21st Century

In the age of the customer, digitally empowered consumers are no longer sitting back waiting for brands to talk to them. They are seizing newfound opportunities on digital platforms to voice their...

For CMO Professionals

Report:Shopper Marketing Breaks Out Of The Store

Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

• Downloads: 905

For Chief Marketing Officer Professionals

Blog:Want To Know Your Secret Brand Building Weapon? Sshh, It’s Your Employees.

There’s a lot of effort exerted by marketing leaders to turn customers into brand advocates. But their customers have a lot of brand choices and a lot of other things on their minds. What these...

For Marketing Leadership Professionals

Report:CMO Imperatives For 2012

Use Technology To Move From Experimentation To Driving Results

In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

• Downloads: 923
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For CMO Professionals

Report:How To Build Your Brand With Branded Content

Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

• Downloads: 456
• Comments: 3
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For CMO Professionals

Report:Four Steps To Build Your Brand Experience

Road Map: The 21st Century Brand Marketing Playbook

Once the brand has its strategic bearings laid out — the North Star, the experience map, and its brand compass — it's time to cast off and start thinking about how to plan for the brand...

• Downloads: 420
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For CMO Professionals

Report:Marketing Budgets For 2012 Expose A Fear Of Commitment

Digital Media Spending Surpasses That Of Traditional Media, But Marketers Wait To Commit Spend

As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wants...

• Downloads: 812

For CMO Professionals

Report:Benchmark Your Brand Building Capabilities

Benchmarks: The 21st Century Brand Marketing Playbook

In 2012, Forrester surveyed marketing leaders to get a pulse on their progress toward successfully building 21st century brands. The results show that marketers are in the early stages of 21st...

• Downloads: 292

For Chief Marketing Officer Professionals

Blog:TV Upfront Deals Hold Firm As Stock Market Rocks

Last week’s financial market roller coaster is so far not affecting fall TV upfront buys, which are due to convert to orders in late August/early September. MediaPost reports that media...

For CMO Professionals

Report:The Role Of Digital In The Path To Purchase

New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a...

• Downloads: 1247
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For Chief Marketing Officer Professionals

Blog:Jay-Z Decodes The Future Of Digital Out-Of-Home

For the 2010 launch of his autobiography Decoded, hip-hop mogul Jay-Z ran a teaser campaign with Bing that released one page of the book per day on out-of-home signage; people across the US tried to...

For Chief Marketing Officer Professionals

Blog:Trust Me, Take Small Steps To Build Brand Trust

I’m currently quite taken with the new Fox TV series The Americans, which features a chameleon-like Matthew Rhys and a kick-ass Keri Russell as deep-undercover KGB spies. They live an...

For CMO Professionals

Report:Invest In The Brand Building Experience

Business Case: The 21st Century Brand Marketing Playbook

In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders still need to convince their C-suite...

• Downloads: 350

For Chief Marketing Officer Professionals

Blog:How Is Social Media Changing Your Brand Strategy?

How many times have you been asked, “What’s your social strategy?” As Facebook’s IPO grabs the headlines, and new social sites like Pinterest and Tumblr grab consumers’...

For Marketing Leadership Professionals

Blog:Benchmarking Marketing Mix Modeling

Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling (MMM) can...

For Chief Marketing Officer Professionals

Blog:Consumers Embrace Digital On Their Path To Purchase, But Online Still Trumps Mobile

As consumers continue to embrace all things digital to enhance their shopping experience, Forrester is conducting a series of research studies on the consumer’s new path to purchase. My...

For Chief Marketing Officer Professionals

Blog:What’s Your Brand Building Maturity? Are You An Experimenter Or A Leader?

I’ve recently read a lot about the about the importance of engaging consumers to build your brand. And rightly so. Understanding and engaging with your customer is fundamental to brand building...

For Chief Marketing Officer Professionals

Blog:P&G Brand Building Goes Digital, But This Is Not The End Of TV Advertising

As the world’s largest advertiser, any move by Procter & Gamble (P&G) is closely watched. So much attention has been paid to its recent announcement that it will cut $10 billion from its...

For CMO Professionals

Report:Predictive Analytics Revolutionize Marketing Mix Planning

Landscape: The Marketing Mix Optimization Playbook

Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling can help all...

• Downloads: 572
• Comments: 1
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For CMO Professionals

Report:Engage Women With Personal And Relevant Social Interactions

Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

• Downloads: 785

For Marketing Leadership Professionals

Blog:Brand as publisher or brand as newsroom? My POV: Brand As Storyteller.

Oreo’s recent quick-thinking “Dunk In the Dark” response to the power outage at this year’s Super Bowl put the spotlight on real-time branded content and reinvigorated the...

For Chief Marketing Officer Professionals

Blog:Break Down The Walls Of Shopper Marketing

As the economic malaise lingers on, a more frugal consumer mindset is spurring consumers to embrace new digital technologies to make more informed buying decisions. This shift in behavior is...

For Chief Marketing Officer Professionals

Blog:How Can Digital Out-Of-Home Fulfill Its Potential? (Insights From The MediaPost Digital Out-Of-Home Summit)

As digital infuses every medium, one of the oldest advertising mediums around — out-of-home — is getting a digital makeover. Forrester Researcher Cory Madigan recently attended a...

For CMO Professionals

Report:How Social Media Is Changing Brand Building

Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component of...

• Downloads: 1459
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For CMO Professionals

Report:Traditional Paid Media Must Fuel Earned Media Efforts

Offline And Online Paid Media Placements Will Drive Earned Media Success

Earned media is exploding. Born from traditional public relations (PR), its rapid adoption by marketers is being driven by new opportunities to drive word of mouth through social media. But earned...

• Downloads: 656
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