Forrester

For CMO Professionals

Report:Become Scientific About Marketing Investments And Outcomes

Road Map: The Marketing Mix Optimization Playbook

Marketing mix optimization (MMO) has become an indispensable discipline for marketing leaders because it helps in effectively allocating marketing budgets across an increasingly fragmented media and...

• Downloads: 274

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

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 Chief Marketing Officer Professionals

Blog:Don't Push It; Connect Content And Conversation To Pull Consumers Into Your Brand

The Huffington Post publisher Janet Balis recently shared 10 tips for marketers on how brands can become content kings. Balis commented that “one of the most fundamental dynamics of publishing...

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: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 CMO Professionals

Report:Why Marketers Must Integrate TV And Video Strategies

In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

• Downloads: 758

For CMO Professionals

Report:Digital Remakes Out-Of-Home Advertising

A Traditional Channel Gets An Interactive "In Person" Makeover

Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape...

• Downloads: 371

For CMO Professionals

Report:Build Your Army Of Brand Advocates From Across The Enterprise

Forrester's research with senior marketing leaders shows that enterprisewide commitment and engagement are critical to successfully building a brand in the 21st century. But this is also marketers'...

• Downloads: 50

For CMO Professionals

Report:The Fall 2011 TV Advertising Upfronts Preview The Convergence Of TV And Digital

The death knell of TV advertising's rule over the marketing landscape has often been rung as digital media's reach, effectiveness, and measurability have grown. But the fall 2011 TV upfronts indicate...

• Downloads: 544

For Chief Marketing Officer Professionals

Blog:How Green Does Your Brand Need To Be?

The recent Earth Day celebration brought a slew of often-conflicting reports on consumers’ environmental or green attitudes and behavior, such as “consumers cut spending on green,”...

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 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: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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For Chief Marketing Officer Professionals

Blog:2012 Super Bowl Heralds Change In Video And TV Marketing Strategy

NBC recently announced that it would be streaming its coverage of the 2012 NFL Super Bowl online. NBC has streamed big events before (2010 Olympics, Sunday Night Football), but the big difference...

For CMO Professionals

Report:How To Build Your Brand With Generation Z

Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

• Downloads: 290
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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 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 Chief Marketing Officer Professionals

Blog:Well-Established Digital Channels Should Be Top Priority For Shopper Marketers In 2012

Shopper marketing is going digital, providing shopper marketers with a plethora of new high-buzz technologies, devices, and platforms to communicate messaging, promotions, or content to their...

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:How Green Does Your Brand Need To Be?

A Road Map To Making Your Brand Greener

Marketing leaders navigate a risk-reward tightrope as consumer demand for environmentally responsible, or green, products grows and competition for such marketing offers heats up amid increased...

• Downloads: 337

For CMO Professionals

Report:Evaluate Your Brand Building Capabilities

Assessment: The 21st Century Brand Marketing Playbook

Today's digitally empowered consumers have more opportunities than ever to voice their wants, needs, and expectations, forcing marketers to rethink the way they build successful brands. This report...

• Downloads: 253

For CMO Professionals

Report:The New Layers Of TV Audience Insight

Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on....

• Downloads: 473

For CMO Professionals

Report:Metrics That Matter For B2C Marketers

As the economic malaise lingers on, marketers face increased pressure to prove the value of their marketing programs. And while many CMOs believe that future success will be judged on return on...

• Downloads: 666

For CMO Professionals

Tool:The 21st Century Brand Building Self-Assessment