James McQuivey says, “Today several users of Google Home — Google’s competitor to Amazon Echo with its Alexa intelligent agent — reported that Google was inserting Beauty and the Beast movie promos into their conversations. It’s surprising that Google is already testing this kind of interruption model for a couple of reasons. First, it’s playing catch up to Amazon’s much more mature intelligent speaker product and rocking the user boat with something so blatantly counter to the value of the category so soon feels foolhardy. That said, this will hardly cause... [...]

Laura Ramos says, “It’s no secret, company websites are a key implement in the B2B marketer’s toolbox. B2B marketers rate websites as the second most effective demand management tactic for building awareness (behind events) in our 2016 Business Technographics marketing survey.. B2B companies also expect more than half of their customers to buy online within three years.[i] These trends show just how important it is for marketers to get the website experience right – and producing Web content that builds empathy to engage buyers is critical to making that happen. So, is anyone doing... [...]

James McQuivey says, “Another Friday lesson on corporate-speak. Last week I shared how wrong it is to be “right?” and I hope you are secretly forwarding that note to every offender in your organization. Today, I’m here to save you from the equally egregious word “alignment.” A seemingly simple word, one that baas like a gentle lamb on a hilly, green pasture. Except this lamb is sheep in the most despicable of wolves’ clothing. To be aligned with something literally means to be arranged in a straight line. When someone invites you to be aligned with them,... [...]

Kate Leggett says, “Customers hold the power in their relationships with businesses. Today, it’s not enough for businesses to deliver products. Customers expect them to deliver outcomes and success. To do this, businesses must understand who the customer is, what their pain points are in achieving their business goals, and must help them choose the right products to meet their goals. The relationship does not stop there. Businesses must ensure that a new customer is properly onboarded, and is realizing ongoing value from their purchase. Forrester data backs these statements up. 68%... [...]

Carlton Doty says, “To be blunt, if you miss this event, you’ll be sorry. Sure there are loads of marketing conferences out there, but Forrester’s Forums clear the clutter and help you focus on the issues that matter most to your success. Last year, we told you that we’re in a post-digital world now, and that marketing must adapt to new rules. This year, on April 5-7, we’ll show you exactly how to do that and more. Whether you’re developing and refining your marketing strategy to engage today’s empowered consumer, or your planning the next investment in your Martech application... [...]

Jennifer Belissent says, “The new data economy isn’t about data; it is about insights. How can I increase the availability of my locomotive fleet? How can I extend the longevity of my new tires? How can I improve my on-time-in-full rate? Which subscribers are most likely to churn in the near future? Where is the best location to build a new restaurant franchise or open a new retail outlet? Business decision-makers want answers to these kinds of questions, and new insights services providers are eager to help them. A growing number of companies recognize the opportunity their data provides,... [...]

Melissa Parrish says, “In 2016, we learned a lot about how complicated it is to gather and interpret data that will help brands uncover people’s motivations, interests and behaviors. At Consumer Marketing in NYC next month, we’ll be taking these topics head-on, trying to understand how far data can go to helping us understand and target the right people at the right time. One of our guests who I’m most excited to hear from on this topic is Danielle Lee, Global VP, Partner Solutions at Spotify. I had a chance to chat with her about some of her thoughts around deterministic... [...]

James McQuivey says, “This is the post in which I make the seemingly crazy claim that the “next big thing” for Apple — and for consumer tech — will be smart pets. Don’t say I didn’t warn you. 🙂 Trying to predict what Apple will do next or what Apple should do next (these are two different things) has fueled some of my best work and most enjoyable after-work conversations. I’m not alone in this endeavor, of course. For the past few years — ever since the Apple Watch came out — clients, the press, and just people in my neighborhood... [...]

Anjali Lai says, “I love watching the annual Academy Awards — not only for the fashion show and blunders exposed on live TV but also to learn about how content resonates with audiences today and how cinema is evolving. In a world where people frequently face information overload and crave smaller bites (and bytes) of content, I’ve often wondered, what is the fate of the full-length film? Forrester’s Consumer Technographics® data reveals a curious story: Rather than reaching any type of saturation point, US consumers’ media appetite is growing rapidly: 93% of online adults frequently... [...]

James McQuivey says, “This week I was chatting with a client, explaining how today’s consumer has more power than ever before: More information, more choices, more flexibility for exercising preferences, and most especially, less risk associated with changing their behaviors. It’s a theme people are already bought into — Forrester calls it the age of the customer — but it’s also a theme that people are too quick to believe they understand without grasping the kinds of changes this requires for a business to serve such an empowered customer. To get to that extra... [...]