P&G brand building goes digital. But this is not the end of TV advertising.
As the world's largest advertiser, any move by Procter & Gamble is closely watched. So much attention has been paid to its recent announcement that it will cut $10 billion from its marketing budget...
View ArticleQ&A With John Swigart, CMO At Esurance, About How To Approach Marketing In...
I recently got to engage with John Swigart, CMO at Esurance (recently acquired by Allstate), who will be keynoting at our Marketing Leadership Forum in Los Angeles on April 18. Here are some words of...
View ArticleNew Data Is Bringing New Insight To TV Viewing
At our Marketing Leadership Forum in April, Forrester Researcher Mike Glantz will be talking up TV in its future state with a panel made up of Comcast, ABC, and others. Here is a post written by Mike...
View ArticleMoving From Cool To Critical: What We Learned At The Forrester Marketing...
Last week, Forrester got about 700 of our friends together (ok, conference attendees) to figure out what is cool and what is critical in marketing today as well as what is likely to cross from the...
View ArticleTV Is Getting More Targeted? Online Video Is Adopting GRPs? Welcome To The...
The ever-insightful Mike Glantz has picked up on something strange in the water for video (TV and online) advertising these days. After conducting a great panel at the Forrester Marketing Leadership...
View ArticleHow Can Digital Out-Of-Home Fulfill Its Potential? (Insights From The...
As digital infuses every medium, one of the oldest advertising mediums around -- out-of-home -- is getting a digital makeover. Forrester Researcher Cory Madigan recently attended a MediaPost summit on...
View ArticleHow Is Social Media Changing Your Brand Strategy?
How many times have you been asked, "What's your social strategy?" As Facebook's IPO grabs the headlines, and new social sites like Pinterest and Tumblr grab consumers' attention, many marketers are...
View ArticleWell-Established Digital Channels Should Be Top Priority For Shopper...
Shopper marketing is going digital, providing shopper marketers with a plethora of new high-buzz technologies, devices, and platforms to communicate messaging, promotions, or content to their shoppers...
View ArticleBenchmarking Marketing Mix Modeling
Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling (MMM) can help...
View ArticleNew Analyst On The Block
I've been on the CMO and marketing leadership team for almost two years, working behind the scenes with David Cooperstein, Luca Paderni, and Tracy Stokes on our research on marketing mix...
View Article2012 Super Bowl Heralds Change In Video And TV Marketing Strategy
NBC recently announced that it would be streaming its coverage of the 2012 NFL Super Bowl online. NBC has streamed big events before (2010 Olympics, Sunday Night Football), but the big difference here...
View ArticleDid Media Multitasking Hasten The End Of Canoe’s iTV Ventures?
Last week's big TV news was that Canoe Ventures, the company jointly founded by the major cable MSOs (Comcast, Cox, Charter, Cablevision, Time Warner, and Bright House), has decided to abandon its...
View ArticleConsumers Embrace Digital On Their Path To Purchase, But Online Still Trumps...
As consumers continue to embrace all things digital to enhance their shopping experience, Forrester is conducting a series of research studies on the consumer's new path to purchase. My colleague Cory...
View ArticleBuilding A Successful Brand In The 21st Century
In the age of the customer, digitally empowered consumers are no longer sitting back waiting for brands to talk to them. They are seizing newfound opportunities on digital platforms to voice their...
View ArticleNielsen’s Vision Of The Future of TV Is Clear
In 2011, David Cooperstein and I wrote a report (client access required) about set-top box data (STB) and its potential to transform TV ad planning and buying in the US. In the report, we made the call...
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