Teleconference Marketing Leadership In 2008 Jaap Favier VP, Research Director Forrester Research January 7, Call in at 10:55 a.m. Eastern time

2 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Agenda: 2008 business planning Who will we support in 2008? What will be her challenges? How will our research agenda support her?

3 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Agenda: 2008 business planning Who will we support in 2008? What will be her challenges? How will our research agenda support her?

4 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Marketing Leadership — role definition  “Members of a corporate marketing management team, in charge of product, package, brand, promotion, distribution, and pricing strategy and execution for the firm.”

5 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Marketing Leadership CMO Strategy Price PromotionPlace Product Intelligence Marketing Leadership

6 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Agenda: 2008 business planning Who will we support in 2008? What will be her challenges? How will our research agenda support her?

7 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Vision More consumers will more actively seek self-realization, and social values gain importance. Consumers cluster locally and globally in communities around passions, interests, bonds. Community members will use all media that is addressable on an individual level. Agencies and online aggregators (Google) will sponsor communities for distribution dollars. Brands and content providers will pay agencies for intelligence and access; The Long Tail will reign. The UI will look like “The Matrix” — Second Life v.10

8 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Effect on marketing in 2008 Consumers shift from mass to niche media; from listening to participating. Firms need to measure the constant change in individual and group interactions. Brand differentiation becomes ever more important. The marketing and media mix shift toward addressable media and WOM. The voice of the consumer needs companywide attention. Required marketing skills and partnerships will shift.

9 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Marketing Leadership — business goals 1.Harness emerging consumer trends. 2.Profit from market and technology changes. 3.Differentiate the brand experience. 4.Maximize the ROI of the marketing and media mix. 5.Build influence across the company. 6.Create and nurture high-performance teams and relationships.

10 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Agenda: 2008 business planning Who will we support in 2008? What will be her challenges? How will our research agenda support her?

11 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 1. Harness emerging consumer trends Current top reports:  September 7, 2007, “The State Of Consumers And Technology: Benchmark 2007”  April 19, 2007, “Social Technographics®” Upcoming reports:  “European, US, And Asian Consumer Media Behavior”  “Social Media Usage By Demographics” Other highlights:  Deep insights through global Consumer Technographics®

12 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 2. Profit from market and tech changes Current top reports:  August 26, 2007, “Topic Overview: Enterprise Marketing Software” Upcoming reports:  “Ubiquitous Marketing”  “Five Things Changing MAM” Other highlights:  Workshops in Europe and the US

13 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 3. Differentiate the brand experience Current top reports:  February 16, 2007, “Best And Worst Of Cross-Channel Design, 2007”  December 28, 2006, “Organic Branding” Upcoming reports:  “Using Social Media To Reinvent Your Business”  “The Loyalty Marketing Landscape” Other highlights:  Workshops  Forrester’s Marketing Forum 2008  April 8-9, Los Angeles

14 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 4. Maximize the ROI of the marketing and media mix Current top reports:  April 26, 2007, “How To Design The Right Channel Mix”  March 8, 2007, “The End Of Mass Marketing” Upcoming reports:  “The ROI Of Integrated Marketing”  “The Future Of TV” Other highlights:  Workshops in Q2  Consulting

15 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 5. Build influence across the company Current top reports:  February 8, 2007, “Building Your Voice Of The Customer Program”  August 6, 2007, “My View: Web 2.0 And The CEO” Upcoming reports:  “How Does Marketing Contribute To Growth?”  “How To Measure Brand Equity” Other highlights:  CMO Council

16 Entire contents © 2008 Forrester Research, Inc. All rights reserved. 6. Create and nurture high-performance teams and relationships Current top reports:  December 4, 2007, “The Forrester Wave™: Interactive Marketing Agencies, Q Upcoming reports:  “The Forrester Wave™: Integrated Marketing Agencies”  “Agencies In The Social Computing World”  “The Connected Agency” Other highlights:  Refreshed Forrester Wave evaluations on design and interactive agencies

17 Entire contents © 2008 Forrester Research, Inc. All rights reserved.

18 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Jaap Favier Thank you