Forrester

For CMO Professionals

Report:The Post-Digital Rules Of Brand Building

Executive Overview: The 21st Century Brand Marketing Playbook

In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted...

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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 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 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 CMO Professionals

Report:The Right Customer Experience Benefits CMOs

What Is The Right Customer Experience Strategy?

Marketers bear the responsibility to guide the brand experience. A large part of that experience is driven by advertising and promotion, but that only covers a small slice of the overall interaction...

• Downloads: 405

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...

For CMO Professionals

Report:Case Study: Cleveland Clinic Takes A Stepladder Approach To Achieve Social Media Success

Start Small And Engage The Enterprise To Overcome A Regulated Environment

The Cleveland Clinic was not the first healthcare firm to experiment in social media, but it achieved success where others failed. A pragmatic assessment of the barriers it faced in developing social...

• Downloads: 583

For Chief Marketing Officer Professionals

Blog:Q&A With John Swigart, CMO At Esurance, About How To Approach Marketing In The 21st Century

I recently got to engage with John Swigart, CMO at Esurance (recently acquired by Allstate), who will be keynoting at our Marketing Leadership Forum in Los Angeles on April 18. Here...

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: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: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: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 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: 337

For Chief Marketing Officer Professionals

Blog:New Data Is Bringing New Insight To TV Viewing

At our Marketing Leadership Forum in April, Forrester Researcher Mike Glantz will be talking up TV in its future state with a panel made up of Comcast, ABC, and others. Here is a post written by Mike...

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: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: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: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 CMO Professionals

Report:Brands Must Adapt To Customers' Higher Standards

Vision: The 21st Century Brand Marketing Playbook

The traditional pillars of brand equity are cracking under the weight of the higher standards of the 21st century consumer. Marketers are disoriented in this world where they are losing influence...

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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...

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For Chief Marketing Officer Professionals

Blog:Social Media Engagement Turns Out To Be A Boon For TV

Despite being the largest advertising medium (Forrester projects TV marketers will spend $76 billion on advertising in 2011), TV still lags in its ability to measure anything deeper than basic...

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: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:What’s Important To CMOs In 2011?

Forrester’s CMO Group fielded a survey in December in partnership with Advertising Age, to get a handle on what CMOs and marketing leaders are making a strategic priority in 2011. The article...

For Chief Marketing Officer Professionals

Blog:Moving From Cool To Critical: What We Learned At The Forrester Marketing Leadership Forum

Last week, Forrester got about 700 of our friends together (ok, conference attendees) to figure out what is cool and what is critical in marketing today as well as what is likely to cross from the...