Local Search: “The Next Digital Battleground for Brands”

Monday, December 15th, 2014

If you had to choose the next battleground for digital marketing, what would you nominate? Gamification? Mobile? Content marketing? Well, how about local search? According to a new Forrester Consulting study commissioned by local search automation company SIM Partners (a client of mine), brands with local search strategies are enjoying ...

The CMO Is Changing — Are You?

Tuesday, October 28th, 2014

Chief marketing officers are becoming business leaders with operational expertise in order to gain the respect of their C-suite peers. Tomorrow's CMOs will need to master analytics, technology, and innovation. Those are some of the key take-aways of Your CMO Is Changing, a presentation by Forrester Research Vice President and ...

Why Winning with Digital Is Like Making a Movie

Tuesday, October 28th, 2014

Mastering digital business is a lot like making a movie: you need to assemble a network of experts instead of trying to do it all yourself. Embracing an ecosystem to create customer value was the main take-away of Level Up: The Next Challenge in Digital Mastery, a presentation by Bill ...

How Ticketmaster Has Fought Resale Marketplaces by Disrupting Itself

Wednesday, November 6th, 2013

If you can't beat 'em, join 'em. That's the lesson Ticketmaster learned from its own journey through digital disruption, according to Jared Smith, president of Ticketmaster North America. At the Forrester eBusiness Forum November 6, Smith discussed how Ticketmaster has responded to the threat of the ticket resale market by ...

Forrester Research: How to Adopt an Innovator’s Mindset

Tuesday, November 5th, 2013

Few industries have experienced digital disruption as financial services have. In recent years, established banks have had their lunch served to them by smaller, more nimble start-ups such as Mint.com and Bankrate.com, which rely on digital to provide services such as money management. But the big brands can win by ...

Forrester Research Welcomes You to the Digital Revolution

Tuesday, November 5th, 2013

It feels like 1999 all over again at the 2013 Forrester Research eBusiness & Channel Strategy Forum, whose theme is "Lead the Digital Business Revolution." About 750 attendees from big brands like Southwest Airlines are coming to grips with a wily consumer who uses digital to disrupt entire industries, just ...

How Smirnoff and Madonna Inspired the World to Dance

Monday, April 29th, 2013

Co-brands between artists and celebrities are all the rage, as evidenced recently by the launch of Justin Timberlake's relationship with Budweiser and Alicia Keys's co-brand with Blackberry. At the Forrester Research Marketing Forum April 19, Christopher Swope of Live Nation provided a case study on how artists and brands can ...

The New CEO Job Requirement: Social Media

Friday, January 18th, 2013

The sad results are in: 70 percent of all CEOs have no presence on social networks. And John Mackey of Whole Foods is the only CEO of a Fortune 500 firm who maintains his own blog -- yeah, the same John Mackey who stepped in it by comparing Obamacare to ...

Your employee, your advocate

Monday, April 9th, 2012

Josh Bernoff and Ted Schadler got it right. In their 2010 book Empowered, they argued the case for companies unleashing their employees as brand advocates especially through social media. (And they continue to discuss employee empowerment on their blog.) Progressive companies understand that building the corporate brand and investing in ...

NFL magazine: fumble or first down?

Sunday, February 5th, 2012

What publication do you read for in-depth coverage of the Super Bowl? Sports Illustrated or ESPN online, perhaps? If the National Football League has its way, your future choice will be NFL magazine, a recently launched publication covering all things NFL. By issuing its own official magazine, the NFL becomes ...