Recently you’ve heard and seen a lot about a new concept — CORE — where we at Forrester think interactive marketing is heading. CORE is a four part concept that states that to compete in the digital future marketers must: 1) customize marketing experiences; 2) optimize decisions and processes; 3) respond to changing marketing conditions; [...]
Have you accepted the CORE mission yet? If you are an interactive marketer, our document about CORE provides you with a road map for leading change in your organization. But if you would rather see me talk about it, check out my speech from the Marketing Forum.
In my speech, in addition [...]
Epsilon's Symposium addressed email fraud head on, since its data breach accessed email data. Quinn Jalli, Epsilon's VP of Deliverability and ISP Relations, recommends that managing email fraud is not something to leave just to your email service provider. The wakeup call from this data breach: Brands must partner with email vendors [...]
By now, you've all heard about Epsilon's April 1 data breach — an unauthorized party accessed a subset of Epsilon's email clients' data. My colleague Dave Frankland outlines the circumstances of the incident and its implications on Customer Intelligence and data security in his blog post [...]
I had breakfast yesterday with John Nicoletti, Head of Agency Operations and Dave Tan, Head of SEM Development for Google. They manage Google's relationships with search marketing agencies –updating them on what Google is working on and supporting the the paid search business they manage with on behalf of marketers.
We chatted a bit about [...]
Brand marketers don’t spend much online. It’s been a long-time frustration for me, but it’s undeniably true: According to our most recent interactive marketing forecast, marketers in brand categories spend less than half as much of their marketing budgets online as marketers in direct response categories. Brand marketers also continue to spend a huge portion [...]
In 2007, Forrester called "Engagement" marketing's new key metric. We defined it as "the level of involvement, interaction, intimacy, and influence an individual has with a brand over time." Since then the term has taken on a life of its own (a Google search for "marketing engagement" returns over 47 million entries) [...]
You may have already noticed a new theme on the lips of Forrester's Interactive Marketing role analysts. Tomorrow morning, I will be inviting the Forrester Marketing Forum audience to accept a new mission called CORE. CORE is a four part mission that challenges marketers to embrace interactivity. To compete in the next digital decade, the [...]
If you haven't yet heard Seth Priebatsch, chief ninja of SCVNGR — a mobile company looking to gamify the world — address a conference audience, you're in for a treat. It's something that I and about 20,000 of my closest friends and colleagues were fortunate to experience at SXSW this year, and for those of [...]
I've been talking a lot lately about how to build great digital branding programs, and it's gotten me thinking about the best ones I've ever seen. Remember the Ford Explorer homepage takeover on Yahoo from years ago, that actually shook the browser window as the truck drove across the screen? (It's so old I can't [...]
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