Vidéo du discours d'ouverture sur le thème de l'authenticité à la conférence Digital Marketing One To One de Biarritz ..read more

State Farm is jumping onto the NFT bandwagon with a football-themed treasure hunt running November 4–7. The insurance company is just the latest of a quickly growing list of brands experimenting with nonfungible tokens since they started gaining marketers’ attention back in March with the launch of NBA Top Shot. That same month, NFTs officially ..read more

In 2022, consumers will continue testing new ways to fulfill their needs with an eye towards long-tail pandemic disruption. In the process, their new behaviors will create new economies ..read more

While US consumers enter the fall season with the return of live sports and in-school instruction signaling normalcy for the coming months, consumer stress lingers. As threats of coronavirus variants stifle back-to-office plans, President Biden calls for employers to mandate vaccinations, and certain states push back against in-school and in-store mask mandates, the risks of the Great Resignation, labor shortages, supply chain issues, and inflation that dominate the news drive consumer fear ..read more

When Valve Software had to deal with consumers hacking into the encrypted software of its popular game “Half-Life,” the company took a bold, overt decision to release the code to the community. The result? A rapid-fire exchange of ideas, iterations, and crowdsourcing that led to the creation of “Counter-Strike,” which became one of the most ..read more

As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical ..read more

As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical ..read more

The CMO/CIO relationship is a paradox: A strong partnership between marketing and technology teams is imperative to achieving customer success, but examples of great collaboration between the two have been scarce. That’s changing, however. The pandemic forced marketing and IT to work together, shrinking the collaboration gap. It has also revealed new opportunities for CMOs ..read more

The “Do More With Less” Paradox Is No Longer Sustainable Approximately half of C-suite professionals prioritize growing revenue. Meanwhile, CMOs have long been expected to acquire more customers with less marketing. Yet, four in 10 executives prioritize reducing costs. So, how will the C-suite grow revenue? New customer acquisition tops the list. Then, if you ..read more

Forrester est l’un des cabinets d’études et de conseil les plus influents au monde. Nous vous accompagnons et aidons à mettre le client au cœur de votre leadership, de votre stratégie et de vos opérations. Créé il y a plus de 35 ans aux Etats-Unis à Boston, Forrester est présent dans de nombreux pays en ..read more