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Marketers: Consumers Don't Trust Your Campaigns
April 14, 2014

Only 22% of consumers trust emails from companies or brands.

Just 13% trust ads on websites, and no more than 32% trust ads in any channel.

For marketers, it's time to wake up to a new reality: Your customers are done with traditional, campaign-based marketing. More often than not, customers interact with a brand outside a targeted campaign, and it is marketing's job to identify the context of those interactions and build upon them to create new forms of useful, continuous engagement, writes Forrester in new research published today.

McCormick & Company has cracked this code, creating a customer interaction cycle that self-perpetuates new customer insight. Its FlavorPrint program promise is simple: If you tell it what you like, what ingredients you have, and how you feel right now, it provides recipe recommendations. Those recommendations grow finely tuned to your context — so well-tuned, in fact, that users have doubled repeat usage, increased time spent ninefold, and doubled their spice purchases since the platform launched.

According to the research, creating this type of interaction cycle is not only possible for all brands today, it's essential in order to survive in the age of the customer. Success will depend on an effective combination of marketing automation, real-time analytics, and relevant content to orchestrate an engagement platform that offers utility to each customer.

To learn more about this research, visit the Customer Insights blog.

About Forrester Research

Forrester Research (Nasdaq: FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. For more information, visit


Simone Levien
Public Relations Manager
Forrester Research, Inc.

Tel. 212.857.0754



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