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  • Thomas Husson

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  • 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 A. 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...

  • Report Artificial Intelligence Will Spark A Real Marketing Renaissance

    CMOs Have A New Partner On The Horizon
    August 3, 2018 | Thomas Husson

    Artificial intelligence (AI) is set to disrupt functions in just about every industry. But will it really shape a new mode of operating for marketers — and if so, how? This report helps CMOs...

  • Report Digital Experience Agencies, Europe, Q3 2018

    Forrester's Overview Of 36 Digital Experience Agencies In Europe
    July 30, 2018 | Thomas Husson

    You can use digital experience agencies to design, build, and manage digital customer experiences. But to access these benefits, you'll first have to select from a diverse set of partners —...

  • Report Get Ready To Activate Marketing Campaigns With Mobile Wallets

    Promotions And Loyalty Give Marketers A Head Start
    June 5, 2018 | Thomas Husson

    Few marketers in Europe and the US are activating marketing campaigns via mobile wallets today. Expect that to change quickly as these regions mimic China's Alipay and WeChat Pay by applying mobile...

  • 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 2018 Mobile And New Technology Priorities For Marketers

    Why Marketers Must Keep Fixing Their Mobile Basics
    February 23, 2018 | Thomas Husson

    After this year's Consumer Electronics Show in Las Vegas, we expect themes like the internet of things (IoT), chatbots, intelligent agents (IAs)— especially Google Assistant — and artificial...

  • Report Marketers: Get Ready For Augmented Reality

    Why Augmented Reality Will Eclipse Virtual Reality In The Near Term And What To Do About It
    November 13, 2017 | Thomas Husson

    After a brief infatuation with augmented reality (AR) following the Pokémon GO craze, B2C marketers have all but abandoned the technology. Expect that to change as market leader Apple infuses its...

  • Report Predictions 2018: IoT Moves From Experimentation To Business Scale

    Business stakeholders and CIOs across all vertical markets are planning and deploying IoT solutions to bridge the physical and digital worlds of their organizations to create new opportunities for...

  • Report Predictions 2018: Mobile Evolves Into The Digital Experience Conductor

    Landscape: The Mobile eBusiness Playbook

    2018 is the year that mobile becomes core to the digital ecosystem. Devices are evolving to seamlessly work together. Tooling is following that evolution, allowing developers to build for...

  • Report Mobile-First Is Not Enough

    Benchmark Your Mobile Marketing Approach
    October 10, 2017 | Thomas Husson

    Over the past few years, "mobile first" has become the new marketing imperative. However, few B2C marketers are good at executing this concept. More importantly, focusing solely on mobile-first...

  • Report Apple Raises The Bar For Marketers

    What Marketers Need To Know About The New iPhone X And iOS 11
    September 22, 2017 | Thomas Husson

    Ten years ago, Apple not only disrupted the smartphone market, it completely changed the rules in many industries including marketing and advertising. With its latest iPhone X and iOS 11, Apple...

  • Report Close The Global Digital Marketing Gap

    Why And How Global Marketers Must Localize Their Digital Marketing Approach
    September 6, 2017 | Thomas Husson

    Global marketers have long faced obstacles when expanding their brands into new regions. Digital, despite its helpful automation and scalability, brings unique challenges to global marketing...