Forrester

Discussion:Visible Value Differentiates Brands And Drives Loyalty

This is excellent research and speaks to the need to focus on brand experience.

For CMO Professionals

Tool:Use The Innovation-Readiness Scorecard To Assess Your Current State

For CMO Professionals

Report:B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the...

• Downloads: 874

For Chief Marketing Officer Professionals

Blog:Apple's Coming Plan To Take Over The TV Business

Last week, we released our newest report about the future of TV and argued in it and the accompanying blog post that the battle for the TV is not really about TV. It’s about the future of the...

For CMO Professionals

Report:The Digital Media Product Innovation Imperative

Identifying Organizational Priorities For Creating New Digital Media Experiences

The media meltdown continues its slow burn across the media industries. Yet, enlivened by new devices like the iPad and audience enthusiasm for the content that new technologies have generated, many...

• Downloads: 909

For CMO Professionals

Report:Mobile Adds New Appeal To Your Brand Experience

The CMO Must Orchestrate Mobile Tightly Into Brand Experience From The Start

Mobile is finally getting air time with the most innovative brands and marketers. Hoping to make mobile a more common and rich media choice among large brand advertisers, both Google and Apple have...

• Downloads: 848

Discussion:Four Steps To Tackle The Shift To The Customer Life Cycle

Discussion:Are CMOs Adequately Supporting Interactive Marketers?

The past decade has been one of consumer empowerment – the next, (should be) of marketer empowerment.Principal Analyst Emily Riley is speaking at Forrester’s Marketing Forum today, urging CMOs to...

For Chief Marketing Officer Professionals

Blog:As Australian Multichannel Retail Explodes, Marketing Leads Should Consider More Than Acquisition And Conversion

What a week! The high level of discussion around the Online Retailer Expo & Conference 2010 should dispell any doubts about Australia's near-term future: Online and multichannel retail...

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...

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For Chief Marketing Officer Professionals

Blog:Sneak Peak: The Future Of Pop-Up Brand Experiences

Update From The New Brand Experience Lab Vending machines are back en vogue! Marketers from Coca-Cola to Kraft Foods are transforming run-of-the-mill vending machines into brand experience...

For Chief Marketing Officer Professionals

Blog:Take Our Digital Disruption Readiness Assessment

Yesterday I took the main stage at our 2011 Consumer Forum here in Chicago to introduce the 500+ members of the audience to digital disruptors. You can read about the guts of my presentation in my...

Discussion:B2B Marketing Trends And Predictions For 2012

Discussion:Five Counter-Intuitive Requirements The CEO Needs From The CMO

Last week, Forrester chief executive George Colony asked CMOs to provide the expectations their CEO had of them. Today, George spoke at Forrester’s 2011 Marketing Forum, sharing the feedback he...

Discussion:How To Organize For The Digital Future

For Chief Marketing Officer Professionals

Blog:Music Industry Stops Losing Money, Finally

Yesterday The New York Times picked up the hopeful news from the global music business that the revenue free-fall from $38 billion a year more than a decade ago appears to have stopped at $16.5...

For CMO Professionals

Report:CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other...

• Downloads: 912

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: 519
• Comments: 3
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For CMO Professionals

Report:The Shifting Role Of GRPs In Media Buying

Why GRPs Will Fade As The Metric But Endure As The Currency For TV And Video

Consumers are rapidly shifting the way they watch TV, embracing a wide variety of digital platforms to watch on their own terms. But the vast majority of advertising investments are still planned,...

• Downloads: 313

For Chief Marketing Officer Professionals

Blog:Salesforce.com Acquires Radian6, Takes A Giant Step Closer To Social CRM

Cloud computing and CRM giant salesforce.com has acquired Radian6 to add real social media monitoring and engagement to its suite of clouds, in a deal valued at $326 million. Why do I say "real"?...

For CMO Professionals

Client Inquiry:Generic Top-Level Domains

Are your clients excited about actually registering the dot-brand extension, because each can be quite costly? Do you think that brands will justify the expense? What is the interest level for other...

For CMO Professionals

Tool:People — Peers, Consultants, Sales Reps — Have The Most Impact On Vendor Selection

For CMO Professionals

Report:Benchmark Your Organization's Readiness For Marketing Innovation

In our February 2011 Global Marketing Leadership Survey, Forrester surveyed 68 marketing leaders about their company's approach to marketing innovation. Then we used these scores to filter their...

• Downloads: 29

For Chief Marketing Officer Professionals

Blog:What Kind Of Music Will Chevy's New Agency Arrangement Play?

Forrester applauds GM, Goodby, and McCann for breaking ground to create a new genre of agency orchestration. Last week's announcement of Chevrolet's new global creative agency Commonwealth, a...

For Chief Marketing Officer Professionals

Blog:What If We Merged The Marketing And Sales Funnel With The Customer Life Cycle?

Carlos Hidalgo from The Annuitas Group reminded me in his blog post yesterday that at last year's DemandCon, I decided to be a little provocative in my keynote by claiming that "the...