Smartphones are dead. Long live smartphones!

Forrester IT

B2C marketing chief marketing officer (CMO) customer experience Apple artificial intelligence augmented reality google HTC iOS11 iPhoneX smartphonesThis week, Google announced the acquisition of key HTC assets.

Predictions 2018: Who Will Win And Who Will Lose Across The Media Landscape

Forrester IT

advertising agencies B2C marketing digital agencies media predictionMedia, so vital to the wellbeing of the economy, has endured a turbulent year. Marketers questioned the quality of the supply chain. Agencies reorganized to reinforce their value proposition. Ad tech continued to consolidate. Publishers scrambled to make money and keep their two sets of customers – consumers and advertisers – happy. While that short […].

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Mobile-First Is Not Enough

Forrester IT

However, few B2C marketers are good at executing this concept. B2C marketing chief marketing officer (CMO) customer experience digital business business disruption digital transformation mobile first mobile marketing

TV Industry: It’s Time For A Round of “Stop, Keep, Change”

Forrester IT

advertising advertising agencies age of the customer B2C marketing behavioral targeting brand building chief marketing officer (CMO) customer centricity demand-side platforms (DSPs) digital marketing integrated marketing (cross-channel) marketing & strategy marketing ROI media media buying programmatic buyingI’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.

Two Minutes of Advice for B2B Marketers On Content Marketing Platforms

Forrester IT

In April 2017, I completed a Wave report on content marketing platforms (CMPs) – specifically, Contently, Kapost, NewsCred, Opal, Percolate, ScribbleLive, Skyword, Spredfast, and Sprinklr – for B2C marketers. The same ones that suit B2C content marketing?

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

Forrester IT

advertising B2C marketing data insights digital marketing marketing & strategy media media buying prediction social marketing social media

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

Forrester IT

advertising B2C marketing communications digital marketing marketing & strategy marketing attitudes marketing methods media media buyingRecent 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 […].

Amazon Blends Digital and Physical Experiences At Their New Book Store

Forrester IT

Amazon B2C ecommerce ecommerce in-store marketing mcommerce online retail retail amazon digital retail in-store checkoutRecently I stopped in at the new Amazon Book store on 34th Street in Manhattan to see how Amazon is re-imagining the in-store experience.

Drive Creativity And CX Innovation With Employee Empathy

Forrester IT

age of the customer artificial intelligence (AI) B2C marketing brand experience chatbots customer centricity customer experience customer experience strategy employee engagement Innovation innovation management interaction & UI architecture personalization Hubspot INBOUND2017Hubspot’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.

The Global Digital Marketing Gap

Forrester IT

advertising agencies artificial intelligence (AI) B2C marketing brand experience consumer mobility digital marketing globalization & localizationOver 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 […].

Consumer Good Unclear in CVS/Aetna Merger

Forrester IT

age of the customer Amazon B2C marketing customer experience digital business healthcare mergers & acquisitions (M&As) amazon customer service digital strategy digital transformation health insurance PBM pharmacyCVS and Aetna have formalized a merger agreement with CVS set to acquire Aetna for roughly $69 Billion dollars. In deals of this nature, approval hinges on one thing: consumer good.

Half Of Online Retail Spending Came From Marketplaces In 2016

Forrester IT

Marketplaces are taking an growing share of B2C online retail sales: Half of B2C online retail spend came from marketplaces in 2016.

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CXEurope 2017: Introducing the Values Based Customer

Forrester IT

advanced analytics age of the customer B2C ecommerce B2C marketing brand building brand experience business intelligence business models chief marketing officer (CMO) consumer packaged goods (CPG) consumer segmentation contextual marketing customer advocacy customer analytics customer engagement customer experience customer experience ecosystem customer experience management customer experience maturity customer experience measurement customer experience strategy customer insights

Digital Store Technologies Take the Stage For Both Customer and Associate Experience.

Forrester IT

Digital retail theater is becoming reality for consumers as retailers rush to find ways of attracting and retaining store customers. What is digital retail theater?

The Data Digest: Empowered Customers Paint Their Own Future

Forrester IT

age of the customer B2C marketing brand building brand experience customer centricity customer data customer insights data insights market research social intelligence social listening & listening platforms social media

Go Ahead, Freak Out About Snap’s Earnings- For The Right Reasons

Forrester IT

advertising B2C marketing programmatic buyingThe sky is falling, right on top of Snap Inc, and the sky’s name is CPM. Since they launched their self-service, auction-based buying environment, CPMs plunged 60%. 60%!?!?!? Cue the panic, right? Not so fast. With companies like Facebook making up the competitive set, the pressure was always on Snap to not just post good […].

How To Prepare For AR, VR, And Next Generation Experiences

Forrester IT

B2C marketing chief marketing officer (CMO) customer experience digital business augmented reality Magic Leap mixed reality virtual realityHow can a company receive $1,9 billion in funding, be valuated $6bn and not even have launched a commercial product? There must be some magic here. Precisely! Adi Robertson is right to ask “why do people keep giving Magic Leap money?” One of the obvious reasons is that investors believe Virtual Reality (VR) and Augmented […].

Back To the Future: The Benefits Of TV Advertising

Forrester IT

advertising B2C marketing brand building branding marketing & strategy media media buyingMarketers are having a Back to the Future moment: AdWeek, MarketWatch, MarketingProfs, and others have sung the praises of television. And in January, the CMO of Coca-Cola presented analytic proof that TV delivers stronger ROI than digital. With cable-cutters, cord-nevers, and Millennials’ preference for over-the-top (OTT) TV viewing, it’s easy to predict the demise of […].

Introducing Forrester’s New Brand Energy Framework – Emotions Fuel Your Brand’s Energy

Forrester IT

B2B marketing B2C marketing brand experience branding chief marketing officer (CMO To most marketers, this is an age-old axiom: emotions drive brands. And emotional motivators, like pixie dust, are sprinkled by the likes of Apple, Harley, Lego, and Patagonia to create a frenzied devotion that, on a good day, can give the Star Trek fandom a run for its money. But how does one create pixie […].

4 Benefits of Creating a B2C Mobile App

IT Toolbox

Seventy-five billion apps were downloaded on Apple and Android devices in 2015, and the number of mobile app buyers in the United States is predicted to reach 85 million by 2019. As more consumers shift to mobile, you can capitalize

How Should Insurers Unleash Their Digital Businesses? By Mastering The Digital Basics

Forrester IT

B2B ecommerce B2C ecommerce blockchain chatbots digital business digital transformation ebusiness strategy ecommerce InsuranceCanadian and US insurers have a lot on their plates this year. They’re not just grappling with extreme weather, substantial underwriting losses from all those motor vehicle claims, but also rising customer expectations and an onslaught of fintech disruptors.

Amazon’s Singapore Launch Signals the End of Digital Complacency in Southeast Asia

Forrester IT

age of the customer agile commerce Asia Pacific B2C ecommerce chief information officer (CIO) chief marketing officer (CMO) cloud computing customer experience digital business digital transformation ecommerce

Amazon And Flipkart Are Expected to Record $1.2-$1.5 Billion In Sales In India’s Coming Festive Sales

Forrester IT

Amazon B2C ecommerce amazon big billion day Festive Sales Flipkart India online retailOn October 6, 2014, Flipkart launched Big Billion Day, an event that occurs within India’s festive season — a holiday period that accounts for 40% of the total sales of key brands in India.

From Darling To Workhorse: Programmatic’s Growing Pains And What Comes Next

Forrester IT

advertising B2C marketing chief marketing officer (CMO) contextual marketing customer centricity customer experience customer journey data management platforms (DMPs) demand-side platforms (DSPs) machine learning marketing & strategy marketing organizational structure marketing technology media media buying online marketing technology personalization programmatic buying

Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

Forrester IT

Asia Pacific B2C marketing marketing technologyMore 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’ […].

Case Study: How To Improve Your Chatbot’s Chance Of Success

Forrester IT

B2C marketing chatbotsMarketing teams are increasingly interested in leveraging branded chatbots, but most struggle to deliver business value.

Madtech Convergence Is Ongoing – With Or Without You

Forrester IT

advertising B2B marketing B2C marketing digital marketing marketing automation marketing technology online marketing technologyFor marketers, the struggle is real: you want to provide your customers and prospects cohesive cross-channel experiences that demonstrate you actually know them (without freaking them out) — all while reducing the number of vendors in your tech stack.

Join Our 2017 Global Mobile Executive Survey

Forrester IT

B2C marketing chief marketing officer (CMO) digital business digital strategy digital transformation mobile mobile commerce mobile marketing mobile strategyFor 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.

The European DMP Landscape: Niche and local platforms offer competitive solutions for European marketers

Forrester IT

advertising B2C marketing data management platforms (DMPs Data management platforms have been a focal point of discussion this year. Most advertisers I speak to are either deploying or considering the deployment of a DMP to complete their technology stack. Often, their objectives go well beyond media buying. And while most invite US platforms like Adobe, Salesforce and Oracle to RFPs – all […].

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The Data Digest: As Social Media Usage Grows, So Do Brand Woes

Forrester IT

B2C marketing social mediaLet’s face it: We all know the feeling of logging into a social networking site and reacting with myriad emotions ranging from intrigue and delight to shock and shame.

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Amazon Product Content: A New Space Race?

Forrester IT

advertising B2C marketing digital marketing online retail search marketingThe Whole Foods acquisition by Amazon weeks ago was only the latest milepost in the latter’s inexorable march to the top of retail. The company sold $136 billion worth of products in 2016 – more than any other online retailer (and just over a third of what Wal-Mart did). And we find that Amazon is big and gaining […].

The Data Digest: The Holiday Email Invasion, No Personal Touch At the Holidays? How Cold!

Forrester IT

B2C marketing customer experience customer relationship management (CRM) data insights email marketing retailLast week was a massive week for marketers. Black Friday 2017 hit record numbers: Not only did shoppers start early, they began clicking at a rate of 2,800 orders per minute, spending $1 million per minute at the peak of Black Friday. Research shows that email is a major driver to get consumers’ attention during […].

Brand 2020: A Manifesto In Three Acts – Act I. Crisis

Forrester IT

B2B marketing B2C marketing brand building brand experience branding chief marketing officer (CMO) customer experience strategy digital marketing marketing & strategy marketing attitudes marketing methods marketing organization & cultureTHE MANIFESTO Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind.