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Companies are heeding the call to become customer-obsessed — 71% of global business and technology decision-makers tell us that improving customer experience is a high or critical priority. But putting customer obsession into practice is hard work, especially in a post-digital world. Forrester’s research for this report found that 70% of marketers expect to increase their investment in email strategy, in part to help them operationalize efforts toward customer obsession.
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We identified 10 significant email marketing service providers — Acxiom, Adobe, Epsilon, Experian Marketing Services, IBM, Oracle, Salesforce, Selligent, SmartFocus, and Yes Lifecycle Marketing — and researched, analyzed, and scored them. This report show
Email organizations have no standard organization model, have unspecific road maps, are using basic measurement, and are superficially applying customer insights to their marketing. This report proposes they can better utilize their current assets to impr
In Forrester's 34-criteria evaluation of email marketing vendors, we identified the nine most significant providers — Acxiom, Epsilon, Experian Marketing Services, Oracle Responsys, Salesforce ExactTarget, Silverpop, StrongView, Yesmail Interactive, and Z
We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more technology, nor a host of new processes. In this report,
The revenge spending spree that ensued following pent-up pandemic savings in 2022 is over. While consumers take a relaxed approach with their spend, turbulence will arise in consumer conversation with brands from a perfect storm of the 2024 Olympics and the US presidential election.Key takeaways: Hear the top five predictions on how consumers will behave in 2024 and the cultural forces that will influence these behaviors.Get insight into where marketers and companies should focus their energy with the consumer.Target audience level: all levels
In this webinar, hear from Forrester analysts in the B2C marketing and CMO groups about what 2024 holds for media and advertising. Our predictions unearth how media giants will assert their dominance even further in the coming year.Key takeaways:Learn about our 2024 predictions for media and advertising.Equip your teams to build successful media strategies for 2024.Vote on which predictions you think will come to fruition.Target audience level: intermediate
Martech is the engine that makes modern marketing possible. The marketing strategy is DOA without the tech to back it up, and that means CMOs can’t afford to take a passive approach to technology. CMOs must maintain direct involvement in their marketing technology strategy to ensure that investments live up to their full potential.This session helps to better familiarize marketing leaders with martech, including its components and how it’s organized, what it should accomplish, and the relationship between tech and data.Key takeaways:Learn about current martech trends.Understand the CMO’s role in martech strategy.Understand the objectives and composition of an optimized martech stack.Discover opportunities to develop differentiated martech capabilities that support the business.Target audience level: beginner and intermediate
