Forrester

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: 500

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 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 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:Does Proof Exist That Social Marketing Makes Money?

The following post is from my colleague and our CMO Group Advisor, Erin Streeter. I thought this topic was critical to our community of marketing leaders. If you have any questions for us, please...

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: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 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: 403

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 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: 401

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: 357

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 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:Thoughts From The 2012 TVOT Conference: Where Are The Marketers?

Yesterday, Researcher Mike Glantz on my team attended the TV of Tomorrow (TVOT) conference in New York City. Practically from the conference floor, here is what he had to say: "The conference was a...

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: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: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 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: 579

For CMO Professionals

Report:Chart A New Course For Your Brand

Strategic Plan: The 21st Century Brand Marketing Playbook

In order to build and preserve brand equity in the face of higher consumer expectations and support 21st century brand marketing, CMO and marketing leadership professionals must develop a strategic...

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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: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: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 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: 305

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...