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  Webinar The New, Unstable Normal Roundtable: How COVID-19 Will Change Business And Technology Forever

  August 18, 2020 | Anjali Lai, Sucharita Kodali, Melissa Parrish

  The lasting impact of COVID-19 and the high likelihood of future pandemics will usher in five macro shifts that will fundamentally change business and technology: 1) Customer expectations will...

• Report Marketers' Options Improve As Social Marketing Technologies Converge

  Tools And Technology: The Social Marketing Playbook

  July 17, 2020 | Jessica Liu, Melissa Parrish

  B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

• Blog CX Reality Day: What Will You Discover?

  July 13, 2020 | Melissa Parrish

  Last fall, my husband ordered four sets of custom-made blinds to fit four completely nonstandard windows on our 120-year-old house. Inevitably, none of them fit — not because they weren’t made to...

• Report Four Steps To Add Social Media To Your Marketing Strategy

  Roadmap: The Social Marketing Playbook

  July 2, 2020 | Jessica Liu, Melissa Parrish

  When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

• Blog Q4 2019 Earnings: Top Takeaways For Facebook, Snap, And Twitter

  February 6, 2020 | Melissa Parrish

  The Q4 2019 earnings reports are in for Facebook, Snap Inc., and Twitter. Here are our top takeaways for marketers: Facebook, Inc. Last year, we at Forrester argued that despite the number and...

• Blog Q&A — Uniting CX + Marketing At CX North America

  February 4, 2020 | Melissa Parrish

  I talk to lots of marketing and customer experience (CX) professionals as part of my job. I keep hearing over and over about how both groups are struggling to secure buy-in, differentiate, and win...

• Report You Don't Need A "Social Marketing" Strategy

  December 27, 2019 | Melissa Parrish, Jessica Liu

  Most marketers use social media, but few can quantify its value. In this report, we show how brands use social tactics to achieve marketing goals across the customer lifecycle and how they use...

• Report Embrace Innovative Marketing

  Executive Overview Of The Marketing Innovation Playbook

  November 26, 2019 | Melissa Parrish

  Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that...

• Blog Marketing’s Customer-Obsession Paradox

  November 18, 2019 | Melissa Parrish

  Good intentions and good efforts don’t always translate to good results. This unfortunate but common scenario sums up much of the current state of marketing. The strategies marketers use to get...

• Report Marketers Versus Customers: Opposing Forces Erupt

  Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith

  September 18, 2019 | Melissa Parrish

  Marketers set out to be customer obsessed with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

• Blog The New Era Of Marketing Strategy

  May 14, 2019 | Melissa Parrish

  Marketing has been a story of eras: from mass marketing to the direct marketing era to digital marketing and, now, data-driven marketing. As marketing strategy changes and marketing resources...

• Blog Q&A — Evan Jones, CMO Of Fender

  April 18, 2019 | Melissa Parrish

  The feedback on Consumer Marketing 2019 is rolling in: Attendees loved our focus on the direct-to-consumer (DTC) challenger brand trend, why consumers are responding so positively, and how...

• Blog Consumer Marketing 2019: Beyond The DTC Revolution

  January 29, 2019 | Melissa Parrish

  Warby Parker. Everlane. Casper. MVMT. Bombas. Harry’s. The list of these digitally native, direct-to-consumer (DTC) challenger brands goes on and on — and incumbent consumer brands have taken...