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The Brand Experience Playbook For 2019

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

    Vision: The Omnichannel Advertising Playbook
    November 8, 2019 | Joanna O'Connell, Susan Bidel

    Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...

  • Report Derive Earned Media's True Value

    Marketers know that earned media is valuable, but they can't maximize its full value if they misunderstand what it is or how to measure it. This report helps B2C marketers correctly define earned...

  • Report A Guide To Marketing Into China

    Stop Seeking Chinese Equivalents Of Western Marketing Approaches
    May 8, 2019 | Xiaofeng Wang

    China is increasingly important to global marketers, as it is expected to become the world's largest consumer market in 2019. However, many foreign brands are struggling to keep pace with more...

  • Webinar Your DTC Strategy Should Start With Direct-To-Value

    April 30, 2019 | Ryan Skinner

    Direct-to-consumer (DTC) companies are making a big splash as they draw customers in with slick creative campaigns and create or improve products based on direct customer feedback. The popularity...

  • Webinar Changing Expectations Fuel Direct-To-Consumer Disruption

    April 25, 2019 | Anjali Lai, Jim Nail

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

  • Report Changing Expectations Fuel Direct-To-Consumer Disruption

    Consumers Redefine Convenience, Quality, And Trust
    April 2, 2019 | Jim Nail, Anjali Lai

    A wave of so-called digitally native direct-to-consumer (DTC) startups have burst on the scene, gaining market share and media attention. Long-standing brands are scrambling to respond with their...

  • Report To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy

    Brands Benefit From Direct Consumer Relationships That Offer Unique Value
    April 2, 2019 | Ryan Skinner

    Direct-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition...

  • Forum Consumer Marketing 2019

    Beyond The Direct-To-Consumer Revolution
    April 2, 2019 | New York City | Jim Nail, Anjali Lai, Melissa Parrish

    Direct-to-consumer (DTC) brands have captured consumers’ admiration and loyalty … but most have an unsustainable economic model. Traditional brands are optimized to deliver financial...

  • Report Justify Your Social Media Programs By Methodically Measuring Them

    Performance Management: The Social Marketing Playbook
    March 28, 2019 | Jessica Liu

    B2C marketers struggle to quantify the value of their social marketing programs. This report demonstrates how to measure three types of social marketing performance: business impact, marketing...

  • Report Harness Marketing's Most Powerful Tool: Emotion

    New Techniques Reveal Consumers' Real Decision Process
    February 14, 2019 | Jim Nail

    Emotions are essential to marketing, experience, and loyalty but have long seemed beyond rigorous definition and quantification. But market research firms are translating recent neuroscience and...

  • Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • Report Social Gets Bigger, Stronger, Faster

    November 19, 2018 | Jessica Liu

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expanding...

  • Report The Forrester Wave™: Creative Advertising Technologies, Q4 2018

    The 10 Providers That Matter Most And How They Stack Up
    November 5, 2018 | Joanna O'Connell, Susan Bidel

    In our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking,...

  • Webinar Applying The Forrester Wave™: Social Listening Platforms, Q3 2018

    October 3, 2018 | Jessica Liu, Arleen Chien

    Social listening platforms are essential for social and marketing use cases, but their potential to bring consumer insights to the entire business is what solidifies them as an essential piece of...

  • Report Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach
    August 23, 2018 | Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with...

  • Report Case Study: How To Transform Advertising Practices To Better Connect With Consumers

    Road Map: The Omnichannel Advertising Playbook
    July 26, 2018 | Susan Bidel, Arleen Chien

    A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience...

  • Report Omnichannel Strategies Demand A New Content Approach

    Set Up Content Strategies To Suit Omnichannel Use Cases Because Technology Can't Do It For You
    March 9, 2018 | Ryan Skinner, Nick Barber

    The market has sold omnichannel strategies — customer experience, retail, media buying — as a switch that business leaders must throw, and they're throwing it. But there are many snags to realizing...

  • Report Get Emotion Right In Your Brand's Digital Marketing

    Start With Mobile, Chatbots, And Conversational Interfaces
    March 5, 2018 | Thomas Husson

    Marketers need to rethink how their brand conveys emotion beyond the confines of TV advertising. Mobile touchpoints like messaging apps and conversational interfaces, such as intelligent agents and...

  • Report Enhance Your Brand's Customer Experience With Ratings And Reviews

    March 1, 2018 | Erna Alfred Liousas

    Consumer reliance on ratings and reviews during the purchase process remains strong. But marketers must play a larger role in the rating and review process to foster brand and customer value....