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  • Adaptive Brand Marketing

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The Brand Experience Playbook For 2017

The Post-Digital Rules Of Brand Building

In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. In this new era, CMOs must shift from...

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  • For Marketing Leadership Professionals


    Report Marketers Need To Acquire Adaptive Skill Sets

    Organization: The Marketing Mix Optimization Playbook
    December 29, 2014 | Luca S. Paderni

    Most marketers have earned their stripes through corporate work experience and business-school training that takes a top-down linear approach to marketing planning and optimization. Today, winning,...

  • For Marketing Leadership Professionals


    Report Mix Optimization Takes Over Planning

    July 8, 2014 | Jim Nail

    Forrester's reports on marketing mix optimization have charted a course toward a data-driven, scientific approach to marketing, supported by more-fluid adaptive processes, that addresses consumers...

  • For Marketing Leadership Professionals


    Report Create Marketing Your Customers Can Use

    How To Infuse Marketing Programs With Usefulness
    April 14, 2014 | Melissa Parrish

    Half of US online adults are always addressable, meaning that they personally use at least three Internet-connected devices and access the Web multiple times per day from multiple physical...

  • For Marketing Leadership Professionals


    Report 2013 Interactive Marketing Predictions

    The Ultra-Connected Customer Will Upturn Marketing
    February 11, 2013 | Melissa Parrish, Nate Elliott, Anthony Mullen

    In 2013, the ultra-connected customer base will grow at a staggering pace, destabilizing marketing as you've come to know it. This report identifies the changes you'll see in your customers'...

  • For Marketing Leadership Professionals


    Report Organize For The Always Addressable Customer

    Vision: The Interactive Marketing Agency And Organization Playbook
    November 14, 2012 | Jim Nail

    This report in the interactive marketing agency and organization playbook lays out Forrester's vision for how you should organize internally and in relation to your agency partners: Move from a...

  • For eBusiness & Channel Strategy Professionals


    Report Adaptive Brand Marketing: An eBusiness Perspective

    November 13, 2009 | Sucharita Mulpuru

    Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing...

  • For CMO Professionals


    Report Adaptive Brand Marketing

    Rethinking Your Approach To Brands In The Digital Age
    October 9, 2009 | Lisa Bradner

    Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing —...

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