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  • For CMO Professionals

    Report

    Report Quick Take: Amazon Extends Its Lead By Taking Alexa Intelligent Agent Global

    September 14, 2016 | James L. McQuivey

    On September 14, 2016, Amazon announced the availability of Amazon Echo outside the US in its two largest European markets — the UK and Germany. At the same time, Amazon announced a new version of...

  • For CMO Professionals

    Report

    Report The Coming Wave Of Virtual Reality

    The Estimate Of Demand For Virtual Reality Headsets By US Consumers And Businesses, 2016 To 2020
    May 31, 2016 | J. P. Gownder

    Interest in virtual reality (VR) has reached a fever pitch in 2016, and marketers across industries are experimenting with VR to engage with customers. This VR market is for real: Forrester...

  • For CMO Professionals

    Report

    Report Brief: Measuring Hyperadoption

    Adoption Readiness Is Five Times Higher Today Than A Decade Ago
    February 17, 2016 | James L. McQuivey

    We live in an age of consumer hyperadoption, a period defined by the rapid and unprecedented uptake of new devices and experiences. To measure the rise of hyperadoption, Forrester examined its...

  • For CMO Professionals

    Report

    Report Brief: Microsoft HoloLens Changes Everything With The Next Natural Computing Interface

    CMOs Will Have To Support The Digital Experiences That Holographic Computing Enables
    January 21, 2015 | James L. McQuivey

    With the launch of its Windows 10 operating system, Microsoft revealed an unexpected aspect of the new Windows 10 platform: a holographic interface that will launch with a dedicated headset called...

  • For CMO Professionals

    Report

    Report Quick Take: Apple Puts Mobile Moments At The Center Of Its Strategy

    With Apple Pay And Apple Watch, The Mobile Style Setter Will Make Payments And Wearables Worth The CMO's Trouble
    September 9, 2014 | Frank E. Gillett, Julie A. Ask, Denee Carrington

    Today, Apple announced an integrated set of applications and connected devices — Apple Pay, the Apple Watch, and two iPhone 6 models — that will change how the CMO's team engages with customers....

  • For CMO Professionals

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    Report Brief: Prepare Now For Apple's Giant Leap Into Wearables

    Apple Will Regain The Innovator's Crown And Boost The Wearables Market With The iWatch
    September 8, 2014 | James L. McQuivey, J. P. Gownder

    The wearables market offers marketers a growing opportunity to build relationships with customers. From Disney's successful MagicBand to the Pebble smartwatch's Yelp app, marketers are already...

  • For CMO Professionals

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    Report Brief: Google's Nest Buys Dropcam To Disrupt Digital Lifestyle

    CMOs' Strategies Must Tackle Environmental Scanning
    July 16, 2014 | James L. McQuivey

    As June 2014 drew to a close, the tech press assembled in San Francisco to cover announcements from the annual Google I/O developer's conference. But the media mostly missed a significant...

  • For CMO Professionals

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    Report How To Ride The Rise And Fall Of Digital Devices

    The eReader Case Study Illustrates How The Next Wave Of Gadgets Will Play Out
    June 30, 2014 | James L. McQuivey

    Our digital era has witnessed the ascent and decline of a stunning number of new devices: The PDA, the digital camera, and the dedicated MP3 player have all risen to prominence only to collapse...

  • For CMO Professionals

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    Report The Clash Of The Digital Platforms

    Why 2014 Will See A Flood Of Innovation From Platform Players And How You Can Profit From It
    March 7, 2014 | James L. McQuivey

    We're only a month into the year and already the digital platforms so necessary to digital disruption are either flexing their muscles or reporting they have the power to do so. Google acquired...

  • For CMO Professionals

    Report

    Report Innovative Consumer Technology Brands Win The Battle For Mindshare

    Technographics® TRUE Brand Compass: Consumer Technology
    January 6, 2014 | Tracy Stokes

    The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand...

  • For CMO Professionals

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    Report The Fight To Control The TV Becomes A Platform War

    May 16, 2012 | James L. McQuivey

    The fight to control the TV is a battle for the more than 114 million TV households that, until now, have been under the quiet control of cable and satellite providers and the broadcast and cable...

  • For CMO Professionals

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    Report TV And Video Advertising Is On The Upswing In 2012

    February 27, 2012 | David M. Cooperstein

    Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

  • For CMO Professionals

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    Report Why Marketers Must Integrate TV And Video Strategies

    January 5, 2012 | Tracy Stokes

    In addition to the variety of media options that the digital age has brought forth, TV is the next medium to get a digital makeover. New access points to the living-room screen and the invasion of...

  • For CMO Professionals

    Report

    Report What Netflix Should Do Next

    And Why All Product Strategists Should Care
    August 23, 2011 | James L. McQuivey

    Netflix has made good on a decade-long promise to become the preeminent digital video distribution company in the US. While some have been surprised by what seems like a sudden rush of success, we...

  • For CMO Professionals

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    Report Marketing Leaders' Approach To Content Creation For Brands

    Four Examples Show How To Experiment In Branded Content Development
    August 17, 2011 | Mary Beth Kemp

    Marketers have long relied on advertising and their agencies to help tell the story of their brands. As consumers become immune to traditional advertising and ad clutter and fragmentation limits ad...

  • For CMO Professionals

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    Report The Fall 2011 TV Advertising Upfronts Preview The Convergence Of TV And Digital

    August 9, 2011 | Tracy Stokes

    The death knell of TV advertising's rule over the marketing landscape has often been rung as digital media's reach, effectiveness, and measurability have grown. But the fall 2011 TV upfronts...

  • For CMO Professionals

    Report

    Report Innovating The Adjacent Possible

    How To Generate The Next Big Product Idea That Will Transform Your Industry
    August 4, 2011 | James L. McQuivey

    Most product strategists proceed in an entirely reasonable fashion: They set proximate goals and move toward them in a linear mode, tweaking a product or service to fulfill the well-understood...

  • For CMO Professionals

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    Report CMO: The Future Of Mobile Is Context

    Mobile Transforms How Companies Interact With Customers
    July 29, 2011 | Julie A. Ask

    Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the sum...

  • For CMO Professionals

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    Report Crowdsourcing Gains Legitimacy For Advertisers

    Leverage Professional Crowdsourcing Networks To Create New Video Content
    June 28, 2011 | Chris Stutzman

    The demand for video advertising and content — whether for television, online, or cinema — is outpacing the rate at which marketers can supply it. Specialized crowdsourcing networks are emerging as...

  • For CMO Professionals

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    Report The Digital Media Product Innovation Imperative

    Identifying Organizational Priorities For Creating New Digital Media Experiences
    April 7, 2011 | James L. McQuivey

    The media meltdown continues its slow burn across the media industries. Yet, enlivened by new devices like the iPad and audience enthusiasm for the content that new technologies have generated,...

  • For CMO Professionals

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    Report Online Video On TV Leads To Cord-Cutting By 2012

    March 14, 2011 | James L. McQuivey

    A noteworthy 24.8 million US homes have watched online video on a TV set, most of it put there by Netflix with the help of dozens of different devices. Online video delivered over the top is so...

  • For CMO Professionals

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    Report People Pay For Content; They Just Don't Own It

    Why Control Of Digital Subscriptions Is The New Media Battleground
    March 4, 2011 | James L. McQuivey

    Contrary to the assertions of popular writers or influential hand-wringers, people still pay for content, spending an average of $81 per month to get their favorite media products. But how they pay...

  • For CMO Professionals

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    Report The Media That Investors Read, Watch, And Use

    How To Reach US Investor Segments
    February 8, 2011 | Bill Doyle

    Marketing leaders at financial services firms that serve US investors can benefit from Forrester's investor segmentation. The variables we've chosen are simple, usable, and memorable; the results...

  • For CMO Professionals

    Report

    Report The Three Most Important Consumer Products Of 2010

    Lessons You Should Learn From The Leaders Of The Past Year
    January 7, 2011 | James L. McQuivey

    The past year has been an unusual one for the consumer tech industry. In an era when the staples of the industry — the TV set and the PC — were relatively mature and incapable of generating new...

  • For CMO Professionals

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    Report Build A Digital Relationship With Your Customer

    Why The Most Solid Thing In Your Product Strategy Is Virtual
    December 7, 2010 | James L. McQuivey

    All consumer product strategists should sit up and take notice: There's a critical lesson to learn from the most recent changes in the media industry. While most in the business have obsessed over...