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  • Report Focus Your In-House Agency Strategy To Expand Marketing's Influence

    Own, Manage, And Share Digital Marketing Capabilities Across Your Organization
    January 17, 2020 | Jay Pattisall, Nick Monroe

    In-house agencies are suffering the same identity crisis that's plaguing CMOs and the reputation of marketing. Forrester's partnership and joint survey with the In-House Agency Forum (IHAF) reveals...

  • Report The Brand Experience Assessment Report

    Assessment: The Brand Experience Playbook
    January 14, 2020 | Dipanjan Chatterjee

    The modern customer has high expectations of the companies with which they do business, so brands are on the hook to deliver consistent experiences across all touchpoints. This requires firms to...

  • Report Brand Spotlight: The Best And Worst Of 2019

    January 13, 2020 | Dipanjan Chatterjee

    This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out...

  • Report Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook
    January 10, 2020 | Dipanjan Chatterjee

    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...

  • Report Retail Remains The Second-Largest Digital Marketing Spender In The US

    US Retailers Refine, But Still Grow, Their Digital Marketing Budgets

    Retail digital marketing spend in the US will grow to $21.3 billion by 2023. CMOs should read this report to see how retailers will distribute their growing budgets to compete with Amazon and...

  • Report Dial Up Consumers' Emotional Energy To Drive Innovation Adoption

    Forrester's Consumer Energy Index In Singapore
    January 2, 2020 | Anjali Lai, Xiaofeng Wang

    Empowered consumers look unstoppable: They latch onto new experiences faster than innovators can generate them. Nearly half of online adults in Singapore are Progressive Pioneers, the most...

  • Report Build A Brand That's Ready For Voice

    Tools And Technology: The Brand Experience Playbook
    December 30, 2019 | Dipanjan Chatterjee

    As voice becomes pervasive in brand experience, marketers must build a brand that's ready to embrace it. In our research, we tested brand interactions in six categories, five brands, and with over...

  • 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 Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    December 17, 2019 | Srividya Sridharan, Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • Report The Employee Experience Bill Of Rights In The Era Of AI And Automation

    Guaranteeing Rights For Employees Ensures Relative Calm For Companies
    December 5, 2019 | J. P. Gownder, Samuel Stern

    The threat of automation and the consequent uncertainty of their long-term relevance have employees on edge. Rightfully so, as most companies haven't taken the necessary steps to reassure their...

  • Report Brands Must Embrace Gender Evolution

    December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

    Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

  • Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    November 22, 2019 | Caroline Robertson, Brigitte Majewski

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...

  • Report Make Meaning For Consumers And Employees To Drive More Success

    Unlock Customer Value By Understanding What Your Brand Means
    November 20, 2019 | Anjali Lai

    Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand...

  • Report Supercharge Your Marketing With Creatively Focused Digital Agencies

    Ten Digital Agencies We're Watching
    November 14, 2019 | Jay Pattisall

    A new generation of digital agency is emerging as the agency landscape, disrupted by technology and empowered consumers, begins to coalesce. Today's digital agencies hyperfocus on the confluence of...

  • Report The State Of US Consumers And Technology, 2019

    Increasingly Intimate Technologies Spark The Next Mind Shift
    November 8, 2019 | Anjali Lai

    Today's abundance of technology means that consumers idealize digital detoxes and device retreats, but our data proves that their willingness and capacity to adopt and use more technology is still...

  • Report Predictions 2020: Employee Experience

    Companies Will Be Bolder, More Controversial In Their EX Transformation Efforts
    October 31, 2019 | Samuel Stern, J. P. Gownder, David K. Johnson

    An emphasis on corporate values and heightened employee expectations for living those values will pressure firms to get serious about their employee experience (EX) commitments in 2020. The risk of...

  • 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 Four Steps To Establish An Innovative Marketing Function

    The Strategy Report In The Marketing Innovation Playbook
    October 28, 2019 | Keith Johnston

    True marketing innovation focuses on evolving from staid, traditional marketing approaches to a new worldview that prioritizes solving customer problems over promoting product. To do this, you must...

  • Report Improve Your Future Fitness Fast

    Boost Your Curiosity, Agility, And Risk For Rapid Fitness Gains
    October 16, 2019 | James L. McQuivey

    Forrester Future Fit is a simple tool for determining whether you get a high, medium, or low score for your fitness for adapting to the future. Behind the overall score lie nine attributes that...

  • Report Be Future Ready: Invest In Noncollege-Educated Workers

    Make Everyone Fit For The Future Of Work
    September 30, 2019 | James L. McQuivey

    Technology is changing the way we work; for some, it threatens their ability to work at all. There are 104.8 million workers in sectors that will lose more jobs than they will gain in the future...

  • Report The Marketing Talent Casting Call

    Intermediate Level: Talent Practices For Marketing Innovation
    September 24, 2019 | Shar VanBoskirk, Brigitte Majewski

    You know your marketing function should lead your company's pivot to customer obsession. And you've already started orchestrating the right mix of old and new talent to change marketing's role....

  • Report The Agency Data Platforms That Will Power Creativity At Scale

    The Next Agency Creative Leap Composes Data-Powered Human + Machine Creative Teams
    September 23, 2019 | Jay Pattisall

    Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting...

  • Report Marketers Versus Customers: Opposing Forces Erupt

    Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
    September 18, 2019 | Melissa Parrish

    Marketers set out to be customer obsessed with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

  • Report Live Your Values To Grow Your Business

    Values-Based Consumers And Employees Seed A New Disruption
    August 29, 2019 | Anjali Lai, Rick Parrish, Samuel Stern

    The debate about company values is center stage. Certain moments in history trigger an eruption of passionate voices that rail against companies that appear to violate consumer values: Today, we're...

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