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The internet has enabled brands to sell more of their products to an ever-expanding universe of shoppers, but digital distribution has also added complexity to the relationship between brands and retailers and other channel partners. All brands need to…
It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and m…
Top Technologies By Maturity While the scope of business strategy is increasingly defined by technology, not all technologies are equally important. To help digital leaders think about where to place their future technology bets, we published “Th…
There are less than two days to take our Search And Digital Marketing Survey – if you have not already taken 15 minutes to answer it, please do. The survey will close by end of business on Friday January 19. Anyone working in marketing – whether at a b…
Layoffs Are A Reality Of The Agency Business Each January the industry weathers account losses, budget cuts or contract changes that result in layoffs. Last week four agencies announced post-Holiday staff reductions: Grey Group reduced 2.2% of staff. …
In recent years, search has been the important but sleepy mainstay of the digital advertising market. Even though it garners the most digital advertising dollars, the attention paid to search has faded as growth has matured and novel channels like soci…
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…
I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late,…
Marketers are increasingly under pressure to show that their digital marketing investments are generating returns. Large firms like Unilever have moved to more regularly reevaluate their marketing spending as part of a shift to zero-based budgeting — a…
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 […]
As will be no surprise to advertising industry watchers, the duopoly of Google and Facebook once again demonstrated its dominance of the ad market following the release of their Q2 2017 earnings results. According to Forrester’s just launched Digital Marketing Tracker report, Google and Facebook accounted for 74% of both ad revenue and growth among […]
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 […]