Why Read This
2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But that doesn't mean marketers should act cautiously. Forrester believes it's just the opposite. 2011 is a year for marketing leaders to act courageously and take the calculated risks that will enable their brands to grow in a rapidly changing digital world. CMOs will find that courage to lead by: 1) unleashing digital assets to build the brand franchise; 2) empowering the enterprise; and 3) raising the bar for media creativity and accountability.