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• Blog Tendances 2020

  February 5, 2020 | Thomas Husson

  A l’occasion de sa seconde conférence à Paris dédiée à l’innovation technologique au service de l’expérience client et collaborateur, Forrester a réuni une centaine de dirigeants des plus grandes...

• Report Computer Vision Makes Contextual Marketing More Powerful

  CMOs Should Prepare For The New Marketing Opportunities That AI Vision Technologies Create

  February 4, 2020 | Thomas Husson

  AI-powered computer vision provides access to a visually rich array of customer insights, creates new customer experiences, and drives emotional engagement. This report helps CMOs understand and...

• Blog AI Is A New Kind Of Creative Partner

  December 20, 2019 | Thomas Husson

  Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media’s measurability have driven the...

• Report AI Is A New Kind Of Creative Partner

  Data Promises To Enhance Creative Capability And Capacity

  December 20, 2019 | Thomas Husson

  Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the...

• Blog Twenty Mobile Trends For 2020

  December 8, 2019 | Thomas Husson

  I have just published a post sharing some of our marketing predictions for 2020. It made me realize that Forrester no longer publishes dedicated “mobile” predictions. Why? Because mobile has simply...

• Blog 2020 Marketing Trends

  December 6, 2019 | Thomas Husson

  In the past three weeks, I have shared the key findings of our predictions research to different clients and at some Forrester events in London and in Amsterdam. It is always interesting to...

• Report Predictions 2020: Europe

  Europe Will Deliver Regulatory Leadership Amid Uncertainty

  November 4, 2019 | Martha Bennett, Dan Bieler, Thomas Husson

  In 2020, European firms will grapple with increased volatility on both the economic and geopolitical fronts, and Germany's industrial firms, Digital China, and regulators will capitalize on the...

• Report Predictions 2020: The Internet Of Things

  IoT Will Propel Smart Displays, 5G, Product Ransomware Attacks, Supply Chains, And New Business Models

  November 1, 2019 | Frank Gillett, Michele Pelino, Paul Miller

  This report shares Forrester's five 2020 predictions to help CIOs and their business counterparts tackle the rapidly changing internet-of-things (IoT) landscape to deliver and enable connected...

• Report Predictions 2020: Agencies

  The Cumulation Of Many Pressures Forces Agencies To Upgrade

  October 29, 2019 | Jay Pattisall, Keith Johnston, Thomas Husson

  CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...

• Report Predictions 2020: CMO

  CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

  October 28, 2019 | Keith Johnston, Shar VanBoskirk, Anjali Lai

  It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

• Report CMO-CIO Collaboration: Resolving The Paradox

  The Relationship Destined To Maximize Your Business

  August 20, 2019 | Thomas Husson

  Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow IT...

• Report Marketing's Business Imperative: Prioritize Innovation

  Introducing Forrester's Marketing Innovation Scorecard

  July 30, 2019 | Thomas Husson

  Tech-led innovation is the future of business and the brand experience. Yet despite a plethora of new technologies at marketers' fingertips and an ever-growing array of platforms, marketing...

• Blog Reimagine Mobile To Activate Your Total Brand Experience

  May 10, 2019 | Thomas Husson

  I focus a lot of my research on marketing innovation and have been working on mobile (first as a marketing guy at a telco in 1998, then as an analyst) for more than 20 years. However, it is still...

• Report Reimagine Mobile To Activate The Total Brand Experience

  A New Mobile Mindset Is Key To Turning Marketing Into A Growth Engine

  May 9, 2019 | Thomas Husson

  From foldable screens to 5G experiences, extended reality, AI, and conversational interfaces, MWC19 Barcelona demonstrated that mobile is still central to marketing innovation. However, most brands...

• Blog What To Expect From Mobile World Congress 2019 Beyond 5G And Foldable Phones

  February 14, 2019 | Thomas Husson

  For the first time in 15 years, I will not attend Mobile World Congress (MWC). When I mentioned this to some clients, some of them told me, “Yes, you’re right: Mobile is dead. There is no...

• Blog Customer Experience: France Is Lagging Behind

  February 11, 2019 | Thomas Husson

  After New York City, San Francisco, Sydney, Singapore, and London, Forrester hosted its first event dedicated to customer experience (CX) in Paris. It was a great pleasure for me to host about 150...