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Just when you got used to the online marketing practices of the first digital decade, that world is ending. Rapid innovation is creating radical shifts in the methods and media that people use to engage with your company, brand, and products. From connected TVs to advanced targeting to location awareness, the panoply of emerging platforms and techniques gives powerful new means of creating rich brand experiences and engaging with your customers. Many of your peers are enthusiastically diving in: Witness Unilever’s “Share Happy” vending machines that interact with passersby — even dispensing free ice cream to those with an especially big smile; or Sonic Foundry, a Webcasting services provider that expanded its annual conference by connecting people virtually with video interviews, Tweets, and a community; or the impact of nascent addressable TV efforts on the advertising landscape.

These emerging tools combine the targeting, customization, and measurement of online platforms with the rich, emotional brand experiences often associated with traditional “offline” media. The opportunities for you are great, but marketing in the next digital decade requires a new approach. Your goals for reach and engagement will need to evolve to accommodate the walled gardens of proprietary platforms and member-only sites. New, nonstandard ad formats — often dictated by platform providers — threaten your brand consistency while increasing development costs. You will navigate cultural fault lines as engineers and developers live alongside media buyers and creatives in your organization. And the fragmentation of your buyers, coupled with the myriad emerging tools, raises the stakes for prioritizing investment decisions and optimizing your marketing mix.

Forrester’s Marketing Forum 2011 will explore how you can create marketing programs that harness the power of emerging tools, adapt to new models for engaging your customers, and manage through the disruption. The Forum will explore not only the key customer trends across four disruptive technologies — mobile, social, cloud, and video — but also how technology can help you plan, manage, deliver, and measure synchronized marketing initiatives in this more complicated, multichannel environment.

Key Issues This Forum Will Answer

• How will cheap, accessible technology change the customer and brand experience?
• Which disruptive platforms will have the biggest brand impact . . . and when?
• What percentage of your marketing budget should go to new channels?
• What are the platform characteristics of a new, splintered media environment — from technology standards to screen formats to searchability?
• How should you shift your planning and measurement approaches to accommodate more data and a higher signal-to-noise ratio?
• What role does technology play in customizing and synchronizing marketing efforts across channels?
• What’s the role of IT in marketing technology decisions when many services live in the cloud?
• What new marketing skills will grow in importance, and where do you find the people with them?
• How do you adopt an experimental mindset while not losing sight of your business objectives?
• How do you harness new engagement models to reach and engage your customers and prospects?

Who Should Attend?

This year’s theme, “Innovate Your Marketing For The Next Digital Decade” addresses issues relevant to all Marketing professionals, but its content will focus most closely on these roles:

• Customer Intelligence Professionals who develop new measurement frameworks and KPIs for multichannel efforts.
• Consumer Product Strategy Professionals responsible for crafting a total product experience.
• Interactive Marketing Professionals who manage experimentation and introduce emerging media to the larger organization.
• Market Insights Professionals seeking to identify the trends in emerging media and how they affect customer research.
• CMO & Marketing Leadership Professionals who define the marketing vision and prioritize innovations.
• Technology Marketing Professionals responsible for reaching high-tech buyers.
• Ad agencies and marketing technology and service providers seeking to drive marketing innovation through the application of emerging media.

Interested in attending? Download a letter to request approval from your manager. [Word document]

Why Attend?

• C-level keynotes from Fortune 1000 companies.
• Role-based breakout sessions designed to help you put engagement into practice.
• Peer networking with 500 attending executives.
• The quality of the Forrester keynotes: Presentations are backed by thousands of interviews with technology leaders, business executives, and vendors.
• Exclusive audiences: Forrester Event attendees include executives from the highest organizational levels.
• Integration of organizational, technological, and business issues: Forrester Events provide a comprehensive understanding of the challenges ahead and how your company can overcome them.
• One-on-ones with Forrester analysts: Speak one-on-one with Forrester analysts about innovating your marketing for the next digital decade.