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B2C Marketing Professionals

B2C marketers have to coordinate digital and traditional marketing channels, using new media and technology to win and retain customers.

To succeed, you must understand changing consumer behaviors, demonstrate the brand promise in your marketing programs, contextualize customer interactions across touchpoints, and optimize spend.

Who this role is for:

VP/Director of Marketing
VP/Director of Advertising
VP/Director of Digital Marketing
VP/Director of Product Marketing

Vice President and Group Director Carl Doty (01:00)

Today's challenges facing B2C Marketing Professionals

Create value-focused programs:

Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

Infuse digital across marketing planning:

The Future Of Digital Media Buying

The Social Marketing Playbook For 2015

Embrace mobile across the customer life cycle:

Become Agile To Improve Your Mobile Approach

The Mobile Marketing Playbook For 2015

Turn big data into actionable insights:

The Gross Rating Point Gets An Extreme Makeover

B2C Marketing Blog

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Latest Research For This Role

Report: Forrester Research Online Display Advertising Forecast, 2015 To 2020 (Western Europe)

ForecastView Spreadsheet

October 13, 2015 | Michael O'Grady

In 2020, 14.6% of Western European advertising spend will come from online display advertising, up from 10.1% in 2015. Online display advertising spend will grow to 17.8 billion in 2020, up from 10.0...

Report: Brief: Digital Video Ad Fraud Robs Marketers And Publishers Alike

No One Is Immune; Everyone Needs To Take Action

October 9, 2015 | Susan Bidel

Marketers and publishers alike take a loss when fraudsters successfully target the most valuable ad inventory: video. Brand marketers, who wield the largest budgets and pay the highest CPM rates,...

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Analysts Serving This Role

  • Alicia Arnold

    Alicia Arnold

    Omnichannel Customer Experience, Research & Development (R&D)...

  • Erna Alfred Liousas

    Erna Alfred Liousas

    Marketing Organizational Structure, Social Media Communications...

  • Marc Jacobson

    Marc Jacobson

    Marketing Methods, Product & Solutions Strategies...

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Upcoming Events For This Role

Forum: CX EUROPE 2015

November 16, 2015 - November 17, 2015

Webinar: Introducing The Forrester Wave™: Content Marketing Platforms (CMPs)

December 8, 2015

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