On September 3, 2013, Digital Influence Group was featured in a new Forrester Research report, “Brand Health Measurement is Ripe for Digital Disruption.” Authored by analyst Tracy Stokes, the research discusses why and how CMOs are working to keep a finger on the pulse of their brand’s health through digital technologies and social listening.
Report Summary (from Forrester):
Chief marketing officers (CMOs) have long turned to brand health measurement to keep a pulse on how the marketplace perceives their brand. But how relevant are these traditionally slow-moving and expensive research methodologies in the new world of rapidly changing consumer behavior and real-time marketing? This tools and technology report shows CMOs how the complex brand measurement landscape is changing in 21st century brand marketing to incorporate new technologies and how the brand establishment must act now to accommodate evolving marketers’ needs. Forrester believes that the brand measurement landscape is poised for digital disruption instigated by, but much larger than, the incorporation of social listening tools. Brand health measurement vendors will have to reinvent themselves through the integration of multiple input sources to retain their dominance.