Mike Proulx

Boston

VP, Research Director at Forrester Research

CMO Research Director @Forrester. Emerging media contributor @NECN. Author of Social TV. I cover the mashup of media, marketing, and culture. Tweets are my own.

Featured in: Favicon

forrester.com Favicon

fastcompany.com Favicon

adage.com

thedrum.com Favicon

mediapost.com Favicon

prweek.com Favicon

campaignlive.com

Articles

Sports Sponsorships Surge Despite Fuzzy ROI

3 weeks ago | forrester.com | Mike Proulx

Following its most-watched season in 2024, the WNBA entered the 2025 season last month with a record-setting roster of 45 sponsors. Five brands, including Ally, Booking.com, and Coach are newcomers to the WNBA. Thanks in part to emergent leagues like the WNBA, sports sponsorships are more popular than ever.
Consumers Are More Concerned About GenAI Than You Think

2 months ago | forrester.com | Thomas Husson |Dipanjan Chatterjee |Mike Proulx

An update to ChatGPT made it easy to simulate Hayao Miyazaki’s style of animation, which has flooded social media with memes. Beyond the hype, this trend raises serious questions on copyright infringement. This article in the New York Times sums up some of the questions raised by the phenomenon.
Apple Gets Tariff Relief. Just Kidding!

2 months ago | forrester.com | Dipanjan Chatterjee |Mike Proulx |Emily Pfeiffer

After the stock market and hopes of consumer electronics companies like Apple were buoyed by news of a tariff reprieve on consumer electronics on Friday, they were rapidly dashed by reports that no such exception was in the offing. Instead, these categories were moved to a different “bucket.”Businesses thrive on stability because they plan around rules of engagement – plans that entail commitments of significant time, resources, and capital expenditure.
Is There More Potential For Adobe’s Agentic Roadmap In The B2B Postsale?

2 months ago | forrester.com | Laura Ramos |Peter Wannemacher |Mike Proulx

On March 18, Adobe announced its agentic AI roadmap at Adobe Summit. Listening to the keynote presentations and watching the demos at Adobe Summit, I was impressed with their vision’s potential, the scope of change it portends, and the degree to which they featured B2B use cases and examples.
Does Your Digital Strategy Fit On A Single Page? It Should.

2 months ago | forrester.com | Peter Wannemacher |Mike Proulx |Sam Higgins

Effective digital leaders treat strategy as both a verb and a noun: A cycle of work and outputs that sets an organization’s direction and continuously explores new ideas. A Strategy-on-a-Page is an output that lays out the essential components of your digital strategy on a single page.
The FTC Wants To Break Up Meta. Users Agree.

2 months ago | forrester.com | Mike Proulx

The US Federal Trade Commission sees Meta in court, starting tomorrow. It’s the culmination of a nearly six-year investigation on whether Meta has a monopoly on the personal social networking market or not.
Consumers Are Lukewarm About Your Company’s Personalization Efforts

Dec 10, 2024 | forrester.com | Jessica Liu |Jay Pattisall |Mike Proulx

Source: GIPHYFor companies, it’s a foregone conclusion that consumers want personalized interactions. This is not entirely true. In Forrester’s October 2024 Consumer Pulse Survey, 33% of US consumers said they never want to receive personalized interactions from companies. Consumers are also increasingly privacy aware and feel companies need to provide something in return for giving up their personal data.
What Omnicom's Acquisition of IPG Means For Marketers

Dec 9, 2024 | forrester.com | Jay Pattisall |Mike Proulx |Ross Graber

Omnicom Group and IPG announced their intention to merge to form the largest global agency holding company. Executives indicate they anticipate closing the deal in the second half of 2025. This would reshape the marketing services category by consolidating the media scale of two global holding companies, accelerating the role of technology and AI in marketing delivery, and setting the industry on a path toward a hybrid services and SaaS model.
Prediction: TikTok Won’t Be Banned In The U.S.

Dec 6, 2024 | forrester.com | Mike Proulx |Kelsey Chickering |Peter Wannemacher

After hearing the arguments in September, the federal appeals court in Washington unanimously ruled to uphold the law signed in April that forces the app to either cut ties with its China-based parent company (ByteDance) or be banned. Despite TikTok being that much closer to a ban, we stand by our prediction that TikTok will not get banned or divest in the US in 2025. Why not?
Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy

Nov 18, 2024 | forrester.com | Rusty Warner |Colleen Fazio |Mike Proulx

An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences.