#700: Winning and retaining the distracted consumer with Kelsey Chickering, Forrester

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 7 July 2025

⏱️ 20 minutes

🔗️ Recording | iTunes | RSS

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Summary

If your brand can’t hold a consumer’s focus for eight seconds, what makes you think you deserve nine? We are here at Forrester CX in Nashville, TN and hearing all about the latest insights and ideas for brands to create better experiences for their customers. Agility isn’t speed for speed’s sake; it’s the discipline of staying useful while everything—and everyone—spins. In an era when consumers swipe away in milliseconds, an agile brand has to win attention before the next notification does. Today we’re unpacking how to win and retain the distracted consumer with Kelsey Chickering, Principal Analyst at Forrester. About Kelsey Chickering Kelsey is a principal analyst at Forrester, focused on media as it relates to marketing strategy. She brings strategic thinking grounded in a deep understanding of the media and advertising ecosystem to clients. Her research uncovers best practices, emerging trends, and critical shifts in consumer behavior that impact how brands should behave in an ever-evolving media landscape. Her consumer-first thinking is underpinned by a communications planning backbone, emphasizing the interplay between media touchpoints across the consumer journey that work together to drive growth for B2C marketing executives. Resources Forrester: https://www.forrester.com https://www.forrester.com Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150" Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	What if your customer experience and culture strategy didn't just create value but actually funded your growth?
0:05.5	I'm inviting you to join me in a powerful mastermind group.
0:08.5	I'm co-leading with Journey Spark Consulting.
0:11.0	It's called the CX and Culture Connection, creating a self-funding growth flywheel.
0:16.0	And it brings together CX and culture leaders who want to drive change, build stronger internal collaboration,
0:22.2	and actually reinvest efficiency savings into growth driving initiatives. This isn't just theory.
0:27.6	You'll get monthly virtual sessions, one-on-one coaching, quarterly workshops, and access to
0:32.5	the value accelerator tools focused on strategy, cultural alignment, and voice of customer. Plus, you'll connect with
0:38.7	leaders across functions, from marketing to product to ops, who are facing the same challenges
0:43.6	and pushing towards the same goals. Up to four team members can participate from your organization,
0:48.6	so you're building alignment while building momentum. Want in? Learn more and sign up at
0:53.6	journey spark consulting.com slash mastermind.
0:57.6	That's journey spark consulting.com slash mastermind. Let's turn your CX investment into a growth engine.
1:05.1	The Agile brand. Welcome to Season 7 of the Agile brand, where we discuss the trends and topics
1:19.2	marketing leaders need to know.
1:21.2	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore
1:26.7	marketing technology,
1:28.2	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
1:33.4	Together we'll discover what it takes to create an agile brand, built for today and tomorrow,
1:37.8	and built for customers, employees, and continued business growth.
1:42.2	I'm your host, Greg Kilstrom, advising Fortune 1000 brands on MARTEC, AI, and marketing operations.
1:48.3	To make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on,
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