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  • Thomas Husson

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  • Report It's Time For CMOs To Pay More Attention To Employees

    The CMO And CHRO Relationship Grows In Importance As Crises Continue To Emerge
    July 27, 2020 | Thomas Husson

    Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain...

  • Report How The COVID-19 Crisis Is Affecting Consumer Behaviors In France

    Anticipate The New Normal And Embrace Transformations On Steroids
    May 11, 2020 | Thomas Husson

    Forrester recently surveyed more than 1,100 French online adults to analyze the impact of the COVID-19 crisis among consumers in France. This report offers CMOs and other executives a first glimpse...

  • 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...

  • 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...

  • 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

    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

    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...

  • 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...

  • Report CMOs: Define Your Role In Digital Transformation

    To Get A Seat At The Table, Command Your Customer's Experience
    February 4, 2019 | Thomas Husson

    Too few CMOs actively lead or are deeply involved in digital transformation. CIOs, COOs, and CDOs have filled the gap but don't represent the voice of the customer or bring the vitality that the...

  • Report The New Mobile Mind Shift Index: Global

    Use The Mobile Mind Shift Index To Guide Your Local Strategy
    December 21, 2018 | Anjali Lai, Julie Ask, Thomas Husson

    In 2018, Forrester updated the Mobile Mind Shift Index (MMSI), a tool that enables digital business and marketing leaders to assess their customers' mobile intensity, expectations, and behaviors....

  • Report Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...

  • Report Join The Conversation To Build Customer Relationships

    Turn Voice And Language Innovation Into A Conversational Strategy
    October 15, 2018 | Thomas Husson

    After the web and the app eras, we're now entering a period where natural language will take over from computer language. This will accelerate the need for brands to create personalized dialogues...