3 days ago

CXEurope 2017: Introducing the Values Based Customer

More than 5 years ago Forrester introduced the Age of Customer as a new 15 to 20 years era which saw the increasing customer empowerment in front of brands and companies. For companies, the first step in this era turned into improving the customer experience and the customer journey through an omnichannel strategy,  identifying the […]

9 days ago

Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

More marketers in Asia Pacific (AP) are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing — but EMSS vendors’ solution availability and localization efforts vary across the region. My recently published report, Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific, helps marketers understand EMSS vendors’ […]

11 days ago

Mobile-First Is Not Enough

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 doesn’t truly put mobile at the heart of the customer experience and business transformation. Apple is celebrating the iPhone’s tenth anniversary this year, just as an […]

15 days ago

Join Our 2017 Global Mobile Executive Survey

For the past few years, Forrester has fielded a Global Mobile Executive Survey to understand and benchmark mobile initiatives. This year, we are updating the survey again to help marketers and business executives benchmark and mature their mobile strategy and services. Planning and organizing for the use of mobile technologies is a complex task. Integrating mobile […]

16 days ago

OTT Won’t Replace Traditional TV — The Two Will Get Married And Have Babies

Recent headlines have covered cord cutting as if it is an inevitable trend, set to doom the TV industry as we know it. However, when we peel back the layers of the alarmist headlines, the argument doesn’t really hold: No streaming service yet offers all that consumers want, as my colleague Kris Arcand found in […]

16 days ago

In A Brave New World Of Viewing, Consumers Need A New TV Guide

Streaming behavior continues to increase among consumers, and TV viewing – whether it is through live TV, DVRs, or OTT devices – is a critical part of the viewing mix. With the recent surge in streaming offerings (both individual and those from cable/network content providers), consumers are seizing the chance to control what, when, and […]

22 days ago

Drive Creativity And CX Innovation With Employee Empathy

The Case For Customer Empathy… Hubspot’s INBOUND 2017 slogan emphasized “Empathy.” My expectation: it would make the case to the 21,000 people in attendance that customer empathy is critical to their engagement efforts. I was for it — it’s something my research focuses on, and is something we in the CX and UX field try […]

22 days ago

Luxury Brands Must Act Or Be Digitally Disenfranchised From Savvy Luxury Consumers

Luxury consumers around the world are embracing new technology and adding these digital touchpoints – including, of course, their smartphones – into their shopping behaviors. But overall, luxury brands have been far too slow to respond to their customers’ rising digital expectations. Luxury brands, tier one through to aspirational, are now scrambling to bolster their […]

29 days ago

Smartphones are dead. Long live smartphones!

This week, Google announced the acquisition of key HTC assets. This will give them some of the hardware technology expertise, the design skills and the experience in smartphone retail distribution they badly need. Due to Android’s massive fragmentation, Google needs to control the distribution of its services, to reduce its traffic acquisition costs and to […]

1 month, 15 days ago

The Global Digital Marketing Gap

Over the past few years, I was lucky enough to travel to many different places: in most European countries, in the US, in Brazil, in the Middle East, in India, in Indonesia or very recently in Japan and Thailand. The digital revolution is happening all over the place and it is fascinating to see how […]

1 month, 23 days ago

The Data Digest: Instagram And Snapchat Have Room For More Ads, According To Forrester Data’s US Youth Survey

While Facebook again signaled on its latest earnings call that the ad load in its core News Feed is approaching an upper limit, other social networks have more room to increase their ad load. According to a Forrester Data Consumer Technographics® survey fielded in January 2017 to 4,502 US youth between the ages of 12 […]