Forrester

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: 608
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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
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For Chief Marketing Officer Professionals

Blog:Trust Me, Take Small Steps To Build Brand Trust

I’m currently quite taken with the new Fox TV series The Americans, which features a chameleon-like Matthew Rhys and a kick-ass Keri Russell as deep-undercover KGB spies. They live an...

For Chief Marketing Officer Professionals

Blog:Well-Established Digital Channels Should Be Top Priority For Shopper Marketers In 2012

Shopper marketing is going digital, providing shopper marketers with a plethora of new high-buzz technologies, devices, and platforms to communicate messaging, promotions, or content to their...

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: 913

For Chief Marketing Officer Professionals

Blog:Consumers Embrace Digital On Their Path To Purchase, But Online Still Trumps Mobile

As consumers continue to embrace all things digital to enhance their shopping experience, Forrester is conducting a series of research studies on the consumer’s new path to purchase. My...

For CMO Professionals

Report:Marketing Budgets For 2012 Expose A Fear Of Commitment

Digital Media Spending Surpasses That Of Traditional Media, But Marketers Wait To Commit Spend

As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wants...

• Downloads: 820

For Chief Marketing Officer Professionals

Blog:How Is Social Media Changing Your Brand Strategy?

How many times have you been asked, “What’s your social strategy?” As Facebook’s IPO grabs the headlines, and new social sites like Pinterest and Tumblr grab consumers’...

For CMO Professionals

Tool:The 21st Century Brand Building Self-Assessment

For Marketing Leadership Professionals

Blog:Benchmarking Marketing Mix Modeling

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 (MMM) can...

For Chief Marketing Officer Professionals

Blog:Don't Push It; Connect Content And Conversation To Pull Consumers Into Your Brand

The Huffington Post publisher Janet Balis recently shared 10 tips for marketers on how brands can become content kings. Balis commented that “one of the most fundamental dynamics of publishing...

For Chief Marketing Officer Professionals

Blog:How Can Digital Out-Of-Home Fulfill Its Potential? (Insights From The MediaPost Digital Out-Of-Home Summit)

As digital infuses every medium, one of the oldest advertising mediums around — out-of-home — is getting a digital makeover. Forrester Researcher Cory Madigan recently attended a...

For CMO Professionals

Report:Evaluate Your Brand Building Capabilities

Assessment: The 21st Century Brand Marketing Playbook

Today's digitally empowered consumers have more opportunities than ever to voice their wants, needs, and expectations, forcing marketers to rethink the way they build successful brands. This report...

• Downloads: 273

For Chief Marketing Officer Professionals

Blog:How Will You And Your Marketing Programs Be Measured In 2012? Take Our Survey On ROI Trends.

According to an Advertising Age article that discussed a new IBM survey released today, many CMOs "believe that marketing's financial return on investment will become a...

For Chief Marketing Officer Professionals

Blog:Building A Successful Brand In The 21st Century

In the age of the customer, digitally empowered consumers are no longer sitting back waiting for brands to talk to them. They are seizing newfound opportunities on digital platforms to voice their...

For Chief Marketing Officer Professionals

Blog:Want To Know How Your Marketing Colleagues Are Planning Their 2012 Budgets? Take Our Survey And Find Out.

Budget season is upon us. With a rapidly changing media landscape, many marketers are re-evaluating how they allocate their marketing dollars. How is your budget changing for 2012? Will you take back...

For Chief Marketing Officer Professionals

Blog:How Green Does Your Brand Need To Be?

The recent Earth Day celebration brought a slew of often-conflicting reports on consumers’ environmental or green attitudes and behavior, such as “consumers cut spending on green,”...

For CMO Professionals

Report:TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

Which Digital Shopper Marketing Tools To Invest In And Why

Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are...

• Downloads: 603
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For CMO Professionals

Report:Digital Remakes Out-Of-Home Advertising

A Traditional Channel Gets An Interactive "In Person" Makeover

Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape...

• Downloads: 380

For CMO Professionals

Report:Why Marketers Must Integrate TV And Video Strategies

In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

• Downloads: 774

For CMO Professionals

Report:Four Steps To Build Your Brand Experience

Road Map: The 21st Century Brand Marketing Playbook

Once the brand has its strategic bearings laid out — the North Star, the experience map, and its brand compass — it's time to cast off and start thinking about how to plan for the brand...

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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: 789

For Chief Marketing Officer Professionals

Blog:Brand As Publisher Or Brand As Newsroom? My POV: Brand As Storyteller.

Oreo’s recent quick-thinking “Dunk In the Dark” response to the power outage at this year’s Super Bowl put the spotlight on real-time branded content and reinvigorated the...

For CMO Professionals

Report:How To Build Your Brand With Generation Z

Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

• Downloads: 313
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For Marketing Leadership Professionals

Report:CMO Imperatives For 2012

Use Technology To Move From Experimentation To Driving Results

In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determining how...

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