Mike Proulx

VP, Research Director

Forrester Bio

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Q2 2023: These Five Priorities Are Most Critical To B2C CMOs

Mike Proulx 3 days ago
June not only marks the year’s halfway point, but it’s also when CMOs begin to plan for the new year. With six months left in 2023, there’s still lots to get done. Forrester’s Q2 2023 B2C Marketing CMO Pulse Survey featured a list of 16 marketing priorities. For each, we asked respondents (154 B2C marketing […]

CEOs And CMOs Are Misaligned On Customer Needs

Mike Proulx May 8, 2023


Yes, Pickleball Is Growing Fast, And Brands Want In

Mike Proulx May 3, 2023
Pickleball continues to spread into the US mainstream. Last month, the Professional Pickleball Association (PPA) announced a deal with CBS to broadcast over 30 hours of its 2023 season across the network’s properties. The sport’s growth trajectory remains unwavering: According to Forrester’s April 2023 Consumer Pulse Survey, 13% of US online adults currently play pickleball […]

A TikTok Ban? It’s America First, Taking Aim On Short-Form Video

Mike Proulx March 23, 2023
TikTok CEO Shou Zi Chew testified before the House Energy and Commerce Committee today amidst rare bipartisan agreement that the app poses a national security threat to the US and should be banned. A TikTok Ban Is Preemptive, Based On Suspicion, Not Substantiation The statements made and questions asked by members of Congress today are […]

Efficiency Or Cheating? ChatGPT Users Seek The Upper Hand

Mike Proulx March 3, 2023
One in five US CMOs has already used ChatGPT in their marketing efforts and 40% more are exploring use cases. Get the latest Forrester data on plans for this emerging tech.

Welcome Audrey Chee-Read, Forrester’s Principal Analyst Covering Consumer Behavior

Mike Proulx February 23, 2023


Meta Verified Copies Twitter But Courts Creators

Mike Proulx February 22, 2023
If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence. There are other benefits such as better customer support and account protections, but the question remains: Will Facebook and Instagram users choose to pay […]

Five Ways That B2C CMOs Can Navigate The 2023 Downturn

Mike Proulx January 26, 2023


Twitter Blue Is Still Singing A Sad Tune

Mike Proulx November 10, 2022
Twitter's blue checkmark no longer signals legitimacy. That underscores our guidance to marketers to take a wait-and-see approach to media investments on Twitter.

Advertisers Pause In Twitter Purgatory

Mike Proulx November 4, 2022
When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake — and that ad dollars are at risk. In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. Soon after, IPG’s Mediabrands […]

Meta Is Losing Itself In The Metaverse

Mike Proulx October 27, 2022
Toward the end of Meta’s Q3 earnings call, Mark Zuckerberg made an impassioned appeal to investors: “[It] would be a mistake for us to not focus on any of these areas [of the metaverse], which I think are going to be fundamentally important to the future […] People are going to look back on decades […]

Predictions 2023: Facing Economic Headwinds, The Media Industry Will Consolidate

Kelsey Chickering October 27, 2022
CMOs will face mounting pressure to demonstrate ROI, pushing media companies to innovate and consolidate in order to protect their share. Read our media predictions for 2023.

Predictions 2023: Market Volatility Forces B2C CMOs To Play It Safe

Mike Proulx October 25, 2022


Prévisions 2023 : Metavers & NFT

J.P. Gownder 25 Octobre 2022
Découvrez les tendances pour 2023 du metaverse et Web3 identifiées par nos experts analystes. En savoir plus.

Predictions 2023: A Metaverse + NFT Winter Will Cool Market Hype

J.P. Gownder October 25, 2022


Netflix Remains On Defense In The Streaming Wars

Mike Proulx October 18, 2022
After two consecutive quarters of user decline (the first in almost a decade), Netflix saw 2.4 million paid net adds in Q3 (almost two and a half times more than its forecast). The company is at a precarious moment in time. While Netflix’s Q3 results create cautious optimism for future growth, the once market disruptor […]

Meta’s Short-Form Video Strategy Isn’t Reeling In Market Share

Mike Proulx September 6, 2022
The company's TikTok alternative simply isn't winning, new Forrester data indicates.

Debating The Metaverse At Forrester’s Technology & Innovation Event

Mike Proulx August 24, 2022


Recession Fears Transcend The US Culture War

Mike Proulx August 4, 2022
Recent Forrester survey data shows universal pessimism towards the outlook of the US economy — regardless of one’s politics.

Despite The Hype, Most Consumers Still Don’t Know About The Metaverse

Mike Proulx August 2, 2022
Fewer than one-quarter of US survey respondents are familiar with the metaverse — and even early tech adopters aren't sure what exactly it is. Explore these and other findings from our recent survey.
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