Forrester

For CMO Professionals

Report:Establish New Agency Partnerships

Tools And Technology: The 21st Century Brand Marketing Playbook

Building a 21st century brand requires marketers to form new types of partnership with agencies. As with the fast-changing technology landscape, it's up to marketers to stay current with the...

• Downloads: 307

For Chief Marketing Officer Professionals

Blog:The Old Spice Campaign — An Old Spice Guy Mastering New Tricks

My colleague Augie Ray has written a great blog post about why the Old Spice campaign with Old Spice Guy Isaiah Mustafa has been such a huge success out of the gate. Here are some of the early stats...

For Chief Marketing Officer Professionals

Blog:Help My Interactive Marketing Colleagues Benchmark "Social Maturity"

My colleagues who serve Interactive Marketing professionals are working on a study to benchmark social media maturity in organizations, the results of which will be a killer report that will allow...

For CMO Professionals

Report:CMOs Must Lead The Brand Experience

Organization: The 21st Century Brand Marketing Playbook

Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive...

• Downloads: 361

For Chief Marketing Officer Professionals

Blog:TV Is Getting More Targeted? Online Video Is Adopting GRPs? Welcome To The Upfront Twilight Zone.

The ever-insightful Mike Glantz has picked up on something strange in the water for video (TV and online) advertising these days. After conducting a great panel at the Forrester Marketing Leadership...

For Chief Marketing Officer Professionals

Blog:Introducing Forrester's CMO And Marketing Leadership Online Community

Hot on the heels of our new blog platform, Forrester has launched The Forrester Community For CMO & Marketing Leadership Professionals focused on the key business challenges that senior marketer...

For Chief Marketing Officer Professionals

Blog:Conquering The Marketing/Technology Divide

The competitive challenge that companies face today is driven by new issues that transcend classic distribution, brand, and product challenges. In the world we live in today, which Forrester defines...

For CMO Professionals

Report:How To Deliver A New Brand Experience

Processes: The 21st Century Brand Marketing Playbook

Many companies are well on their way to delivering a top-notch brand experience for their demanding customers. CMO and marketing leadership professionals can learn from the experiences and processes...

• Downloads: 406

For Chief Marketing Officer Professionals

Blog:Now Accepting Entries For The 2010 Groundswell Awards For Social Media

[Originally published by Josh Bernoff on the Groundswell blog.] We first started the Forrester Groundswell awards in 2007. What a great run! We've seen applications like the one that the...

For Chief Marketing Officer Professionals

Blog:Hurricane Sandy Reminds Us How To Speak To Customers During A Crisis (Or Not)

Major events — political, natural, or economic — create a lot of eyeballs on a select set of media and stories. But as friends chimed in on Facebook, Twitter, and texts, they...

For Chief Marketing Officer Professionals

Blog:Did Media Multitasking Hasten The End Of Canoe’s iTV Ventures?

Last week’s big TV news was that Canoe Ventures, the company jointly founded by the major cable MSOs (Comcast, Cox, Charter, Cablevision, Time Warner, and Bright House), has decided to abandon...

For CMO Professionals

Report:TV's Currency Conversion

Marketers Need To Prepare For More Complex TV Buying In The US

Since the birth of TiVo in 1997, set-top-box data has been discussed as a more accurate alternative to Nielsen data for buying commercial slots in linear TV. But advertisers remain comfortable with...

• Downloads: 501

For Chief Marketing Officer Professionals

Blog:Adapting Marketing Yet Again — This Time For The iPad And Other Tablets

You are the CMO or the head of marketing for your company, and you’ve just finalized your social media plans for 2011 at the request of the CEO. Despite the unknowns out there, you are...

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: 731
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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

For Chief Marketing Officer Professionals

Blog:Is This The Year You "Go Mobile" With Your Brand Or Sales Channels?

Forrester is launching a new survey to find out how marketing leaders like you integrate the mobile channel into their marketing strategy. Planning and organizing for the use of mobile technologies...

For Chief Marketing Officer Professionals

Blog:New Cross-Media Metrics Will Change How Marketers Approach “Video” Advertising

One of our ace researchers on the CMO and marketing leadership team, Mike Glantz, pulled together this blog post to follow up on a report we collaborated on a few months back, "TV's Currency...

For Chief Marketing Officer Professionals

Blog:Is Nielsen In Trouble?

  This past week, Rino Scanzoni, chief investment officer at GroupM, openly decried Nielsen’s national, sample-based TV measurement. Although Scanzoni has an inherent bias (GroupM’s...

For Chief Marketing Officer Professionals

Blog:The Next Competitive Advantage: Customer Obsession

I had the good fortune to work with Josh Bernoff, co-author of Groundswell and Empowered, on a groundbreaking new report. Along with colleagues from across Forrester, he has raised the red flag on a...

For CMO Professionals

Report:Marketers' Empowered Opportunity

The HERO Index: Finding Empowered Employees

Your customers are more empowered every day. Facebook, LinkedIn, YouTube, Twitter — accessible on smartphones, tablets, and connected TVs — are just the latest in the growing list of...

• Downloads: 333

For Chief Marketing Officer Professionals

Blog:When Will Your Consumers Be Ready To Spend?

When will customers be ready to spend on [insert product or service]? As CMOs and senior marketing leaders, you are often business leaders first and marketers second and have a strong interest in the...

For Chief Marketing Officer Professionals

Blog:Web GRPs Are A Band-Aid Solution For Cross-Platform Ads

In the wake of Nielsen’s and Facebook’s announcement of a new “Web GRP” metric, there has been some exciting debate over whether GRPs will be good for the advertising industry...

For Chief Marketing Officer Professionals

Blog:CMOs And CIOs Tackle Technology: Q&A With Robert Mead, CMO, And Michael Mathias, CIO, At Aetna

Recently my colleague Sharyn Leaver and I had the opportunity to meet with Robert Mead and Michael Mathias, the CMO and CIO, respectively, at Aetna. They will be speaking at our upcoming CIO-CMO...

For Chief Marketing Officer Professionals

Blog:Nielsen And Kantar Pave The Way For Set-top Box Data Adoption By Marketers

Our Researcher Mike Glantz has been tracking the changes in TV media buying for us. Here are some thoughts from him on a new announcement from Nielsen and Kantar: Although TV controls the...

For Chief Marketing Officer Professionals

Blog:Branded Content Is A Winning Part Of The New Marketing In Europe

As a trend spotter for most of my career, one of the things I look for is the announcement of “newly created roles” at companies and agencies. The latest of this to hit my radar is...