Jessica   Liu

Jessica Liu

Senior Analyst Serving B2C Marketing Professionals

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu

Senior Analyst Serving B2C Marketing Professionals

Jessie serves B2C Marketing Professionals with a focus on social marketing. Her research covers the types of strategies and technologies marketers can use to win, serve, and retain customers in a rapidly changing social media landscape.

Previous Work Experience

Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

Education

Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

Jessica Liu's Research

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  • For B2C Marketing Professionals

    REPORT: Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook

    November 15, 2018Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the overall marketing department. Today, marketers must take the next leap in social media's evolution: integrating social media capabilities and resources into the broader company. This report describes three organizational models to help you propel social media to your company's forefront and offers a guide to determine which model is best for you. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Four Steps To Add Social Media To Your Marketing Strategy

    Strategic Plan: The Social Marketing Playbook

    November 12, 2018Jessica Liu, Arleen Chien, Melissa Parrish

    When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while meeting business objectives. This report provides B2C marketers with a process to successfully integrate social media into their marketing strategy by methodically assessing audience, objectives, and tactics. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Build A Case To Show Social's Value To Marketing And The Entire Enterprise

    Business Case: The Social Marketing Playbook

    November 9, 2018Jessica Liu

    When marketers disregard crafting a strong business case for their social investments, they eventually struggle to prove social marketing's value. Creating a business case enables marketers to gain credibility and set expectations for their social initiatives, which in turn helps them expand the contribution of social beyond marketing and into the enterprise at large. This report guides B2C marketers in crafting a social marketing business case that will not only satisfy their own marketing leadership but also appeal to potential stakeholders in the broader enterprise. This is an update of a previously published report; we review and update it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    November 8, 2018Jessica Liu, Emily Collins, Fatemeh Khatibloo, Stephanie Liu, Tina Moffett, Jim Nail, Joe Stanhope, Rusty Warner

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C marketers have painfully learned that they need to handle existing customers with greater care. In 2019, we predict, this realization will yield creative new and enhanced marketer efforts to engage with existing customers.

  • For B2C Marketing Professionals

    REPORT: Predictions 2019: Media

    Five Events Will Reshape The Media Industry

    November 7, 2018 Collin Colburn, Susan Bidel, Joanna O'Connell, Jessica Liu, Jim Nail, Joe Stanhope

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and unexpected events will push the advertising and media industry into new territories. This report lays out Forrester's five major predictions for the media industry in 2019, giving B2C marketers time to prepare.

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Webinar: Predictions 2019: B2C Marketing

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