Aggregated enterprise architecture wisdom
(Forrester clients, read full report “Give Your Brand A Voice — Literally” here) Voice is marketing’s most significant paradigm shift this decade —one that has far-reaching implications for how brands engage customers and prospects. Read Fo…
Q1 2018 earnings for Twitter, Facebook, and Snap largely showed minimal impact from the recent data privacy crisis. There were no surprises – Twitter is building off its Q4 2017 momentum, Facebook continues to grow its user base, and Snap is still goin…
Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rat…
Today I’m on stage in New York speaking to hundreds of marketing executives at our Consumer Marketing Forum 2018. I’m there to unveil the 2018 US Benchmark Data Overview, which for the first time ever we are making available to all Forreste…
As China battles the US for global digital leadership, Chinese digital giants like Alibaba and Tencent are taking the first beachhead: Southeast Asia (SEA). My latest report, Walled Garden No More: Digital China Goes Global, tells how China’s global di…
Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor . . . Okay, that’s not exactly what’s happening here, but it sure felt like that …
Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s…
I would like to introduce myself as a new data researcher at Forrester Research. Before joining Forrester, I earned my Ph.D. in cognitive neuroscience from Duke University where I focused on building predictive models of decision making. I combined beh…
Happy 2018! I hope everyone enjoyed their holidays and had a chance to relax. As we get back to the swing of our regular routines, I have to wonder — what becomes of the season of giving? The Salvation Army bell ringers have disappeared, and cause-rela…
Marketers have a new measurement mandate: to measure effectiveness across all channels and tactics by using advanced marketing measurement techniques. Yet, marketers remain in the dark; they are confused, and overwhelmed about the numerous measurement …
For a case study on how marketing must break from past practices, one needn’t look further than two recent announcements, one from CVS and the other from Walgreens. One company is pushing the boundaries of retail healthcare; the other is looking back a…
US companies continue to spend more on ad technology (adtech). In our latest Forrester Data Business Technographics® Marketing Survey, 2017, 60% of US respondents expect to increase spending on adtech this year, versus 45% last year. Almost one-quarter…