5 Ways Marketers will Adapt to Consumer Power in 2019 (Marketing Futures Series)

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Marketers have had to adapt to increasingly demanding and powerful consumers for most of the last decade. But this trend is only accelerating. To respond to rising consumer expectations, Forrester predicts that 2019 will be the year that marketers:

  • Develop a stronger value proposition for consumer data. We'll describe new approaches and new tools marketers will need as consumer-controlled "zero party data" becomes the norm.
  • Adopt more rigor in measuring emotion. New research approaches are coming to market that marketers should begin to use to bring precision to the critical emotional dimension of messages and experiences.
  • Take a stand. Consumers align themselves with brands that share their social, environmental and political values. We'll discuss how to be authentic while growing your brand.
  • Rediscover community. In-feed social media ads build awareness, but not loyalty. We'll show how marketers are reinvigorating their own communities to build relationships.
  • Master ROI measurement. Big data analytic tools are becoming easier and more powerful, with spending set to double on these tools over the next 5 years. Forrester will get you started on implementing these tools or upgrading your measurement approach in 2019.

Jim Nail, Principal Analyst at Forrester Research, will reveal these trends and give you practical tips on realizing them in your 2019 marketing plans.

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Start: Wednesday, January 16, 2019 at 1:00pm

End: Wednesday, January 16, 2019 at 2:00pm



Jim Nail
Principal Analyst
Forrester Research