Forrester

For CMO Professionals

Tool:Most Marketers Invest Conservatively In Experimentation And Testing

Discussion:Is there a way to target Groupon to offest the need to so heavily discount price?

On facevalue, it looks like Groupon is a great way to instantly drive customers to your business.  But I'm wondering what anyone's experience has been in calculating the ROI on these types of...

For CMO Professionals

Report:Why Google TV Is Bigger Than You Think

How TV Will Finally Become Interactive, At Scale

Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and Google...

• Downloads: 1512

For CMO Professionals

Report:Online Video On TV Leads To Cord-Cutting By 2012

A noteworthy 24.8 million US homes have watched online video on a TV set, most of it put there by Netflix with the help of dozens of different devices. Online video delivered over the top is so...

• Downloads: 1332
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For CMO Professionals

Report:Consumers Demand More From 21st Century Brands

Landscape: The 21st Century Brand Marketing Playbook

Empowered consumers threaten the traditional building blocks of brand equity, as they have greater influence than ever over brand preference, recommendation, and pricing power. In February 2012,...

• Downloads: 394
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For CMO Professionals

Report:The Evolved CMO In 2012

CMOs Must Take A More Active Role In Business And Technology Strategy

Forrester Research and Heidrick & Struggles recently conducted a global survey of nearly 200 chief marketing officers (CMOs). In this report, you will find out how these CMOs view their relationship...

• Downloads: 601
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For CMO Professionals

Report:How To Segment Today's Investors

Segmenting US Investors, 2010

Financial services marketing leaders need to expand their approach to segmentation of their investors. An actionable segmentation of US investors must be built on dimensions that truly distinguish...

• Downloads: 368
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For CMO Professionals

Report:How To Engage Your Omnichannel Consumer

Brand Engagement The Consumer Way

The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies...

• Downloads: 439

For CMO Professionals

Report:Define Your Marketing Innovation Strategy

Many marketing leaders take advantage of new opportunities as they present themselves, organically building change into their approach and organization. But innovation in marketing should be much...

• Downloads: 1890

Discussion:Post your facebook business page URL @ DigiBiz Fan Page Exchange Board, vote for other pages and get more fans here

I would like to share with you some results and case studies. 1. Here is a new page, started a few months ago, it was used to raise funds during holidays:...

Discussion:Business Buyers are Consumers Too...help with my Marketing Forum session

I'm doing a session next week at the Forrester Marketing Forum on how to engage business buyers via emerging digital and social channels.  There is a ton of hype about how big brands engage...

Discussion:How do you plan effective TV campaigns today?

It used to be that TV was one of the easiest media channels to plan against.  Marketers pulled reach and frequency reports  were content to know their spots aired during a show that got a specific...

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 CMO Professionals

Report:3D TV Fails To Inspire Consumers In 2010

Most People Are Happy To Wait To Upgrade To 3D TV

At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box...

• Downloads: 502

For CMO Professionals

Tool:The Four P's Are Unequally Represented In Most Marketers' Innovation Portfolio

Discussion:Forrester's Marketing Leadership Forum 2012

Forrester's Marketing Leadership Forum 2012 will empower you, the marketer, to achieve competitive advantage in the age of the customer. Turn up the heat from lukewarm experimentation to fully baked...

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 CMO Professionals

Report:Marketing Leaders' Approach To Content Creation For Brands

Four Examples Show How To Experiment In Branded Content Development

Marketers have long relied on advertising and their agencies to help tell the story of their brands. As consumers become immune to traditional advertising and ad clutter and fragmentation limits ad...

• Downloads: 670

Discussion:Traditional Paid Media Must Fuel Earned Media Efforts

Discussion:How to create a WOW effect in Digital Marketing?

In Digital Marketing, we face a challenge to create a WOW effect all the time with how we attract clients, customers, partners, and all together our online audience. It starts with  market research...

For CMO Professionals

Report:Adaptive Planning Delivers Marketing Accountability

The Benefits Of A Flexible And Result-Focused Approach To Marketing Planning

Marketing planning has changed little in the past century. It's essentially a linear process built on the development of rigid 12-month plans built around brand and channel metrics. This approach is...

• Downloads: 358

Discussion:What does the CEO want from the CMO?

What are the top five expectations that the CEO has for the CMO? What are the new ones? Which expectations have fallen off of the list? Are CEOs becoming more or less demanding of the CMO?I'm...

For CMO Professionals

Tool:Forrester's Marketing Automation Maturity Model

For CMO Professionals

Tool:Test Your Orchestration Maturity

Discussion:How To Segment Today's Investors