Forrester

For CMO Professionals

Report:The Corporate CMO's Renewed Strength

Large consumer-facing companies often have some mix of multiple layers of marketing: corporate, divisional, brand, regional, country . . . These layers are configured in different ways in different...

• Downloads: 293
• Comments: 1
• Rating:

For CMO Professionals

Report:The Media That Investors Read, Watch, And Use

How To Reach US Investor Segments

Marketing leaders at financial services firms that serve US investors can benefit from Forrester's investor segmentation. The variables we've chosen are simple, usable, and memorable; the results...

• Downloads: 278

For CMO Professionals

Report:Driving B2B Demand With Social Media

B2B Marketers Must Focus On The Social Rather Than The Media

When it comes to using social media to attract customers, business-to-business (B2B) marketers have focused more on the media than the social aspect. Today, B2B marketers use social media as another...

• Downloads: 774
• Rating:

For CMO Professionals

Report:Marketers Need To Embrace The Customer Experience Ecosystem

While marketers spend most of their efforts and resources on top-of-mind channels like the Web or TV, two-thirds of consumers report lackluster interactions with brands, leading to low levels of...

• Downloads: 509

For CMO Professionals

Report:TV And Video Advertising Is On The Upswing In 2012

Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

• Downloads: 725
• Rating:

For CMO Professionals

Report:Emerging Technologies CMOs Should Watch: Q3 2011

Four Technologies For Engaging Customers With Content

CMOs need to keep an eye on emerging technologies that have the potential to drive improvements in customer engagement. This second in a series of reports on emerging technologies explores tools and...

• Downloads: 784

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: 784

For CMO Professionals

Report:Forrester's IT And Marketing Partnership Readiness Model For CMOs

This model allows you to assess your IT/marketing partnership readiness along the three critical dimensions of people, process, and technology. Use this model to identify strengths and weaknesses of...

• Downloads: 40
• Rating:

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: 270

For CMO Professionals

Report:CMOs Must Drive Their Firms' Domain Strategy Now

The Decision About Generic Top-Level Domains (gTLDs) Is An Immediate Priority

Most companies have been looking at the upcoming availability of generic top-level domains (gTLDs) as a brand and trademark protection issue rather than as a significant new business opportunity....

• Downloads: 375

For CMO Professionals

Report:New Models For Agency Orchestration

How Marketers Can Harmonize The Cacophony Of Multiagency Collaboration

In a world where reaching and connecting with consumers gets increasing complex every single day, the last thing that marketers need is to deal with the cacophony of misdirected and misaligned agency...

• Downloads: 473

For CMO Professionals

Report:Case Study: IBM Makes Social Media The Responsibility Of Every Employee

An Empowered Report: Spread Social Media Responsibilities Across The Organization To Empower Employees And Strengthen The Brand

As a global technology leader focused on delivering forward-looking technology and solutions, IBM is no stranger to taking a unique approach in order to generate a stronger end result. To encourage...

• Downloads: 949

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: 902

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: 843

For CMO Professionals

Report:B2B Marketing Trends And Predictions For 2012

Last year, B2B CMOs were challenged with increasing marketing's impact on revenue, adapting to rapidly changing buyer behaviors, and delivering exceptional customer experiences. In 2012, they will go...

• Downloads: 1247
• Rating:

For CMO Professionals

Report:CMO Mandate: Adapt Or Perish

The Five Habits Of Highly Adaptive Marketers

Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities...

• Downloads: 1371

For CMO Professionals

Report:Marketers Need To Take Accountability For Creative Strategy

How Marketers Can Get Better Work From Their Brand Agencies

Great creative advertising is always in demand. But when it comes to providing strategic direction to agencies, marketers are their own worst enemy. Why? Many marketers' organizational structures,...

• Downloads: 332

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: 906

For CMO Professionals

Report:Orchestrating The Brand Experience: A Maturity Model

A CMO's Road Map For Connecting The Dots

Forrester has called for the CMO to be a chef d'orchestre, who assertively leads the definition of the brand and shepherds the brand experience across the marketing mix and around the company. But...

• Downloads: 599

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: 566
• Comments: 1
• Rating:

For CMO Professionals

Report:Benchmark Your Marketing Innovation

Evaluate The Balance Of Your Company's Marketing Innovation Across The Four P's

Marketing leaders are investing more in innovation. But most are spending their resources on the typical marketing comfort zone of promotion. The other three P's of marketing — product/service,...

• Downloads: 538

For CMO Professionals

Report:Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual...

• Downloads: 709

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: 655
• Rating:

For CMO Professionals

Report:Marketers Miss A Big Opportunity With Marketing Mix Modeling

Senior marketing leaders are missing a key opportunity by underinvesting in marketing mix modeling. Those who have adopted marketing mix modeling find that it works. They are able to proactively...

• Downloads: 496
• Rating:

For CMO Professionals

Report:TV's New Advertising Frontier

New TV Advertising Options Point Marketers Toward The Future

After 50 years of the 30-second spot, "innovations" like infomercials, and product placements, the world of TV advertising is about to go through a massive change. The promise of interactive TV is...

• Downloads: 627