Emily Collins

The advertising industry is in flux. Ongoing economic uncertainty creates fluctuations in ad spend, while data deprecation resets the digital media buying and selling landscape: Advertisers are reconsidering their data-driven advertising practices and partners, testing new approaches (e.g., contextual advertising and new audience-acquisition processes) and reducing their reliance on third-party data. According to Forrester’s Marketing […]

Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.

The retail media boom will keep booming. We predict US ad sales will reach $40 billion this year. Learn how the space will evolve.

Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend. According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video. But the way that consumers buy is changing, and […]

Looking ahead to 2022, advertisers and publishers will look for ways to extend those innovations to match consumers’ willingness to experiment with new experiences and products (now at an all-time high). Learn more.

Another undifferentiated loyalty program focused on cookie-cutter transactional rewards and lacking in customer insights. Does it sound familiar? Programs like this saturate the market even when retaining customers and earning their loyalty is more important than ever. Our data shows that even though nearly 90% of US online adults belong to a loyalty program, only […]

Loyalty marketers need to communicate with and get to know their new members in quick, digestible, innovative ways this holiday season. Empathy is key.

Amazon Launches Halo, Its First Wearable Health Device For The Average (Budget-Conscious) Consumer This week, Amazon launched Halo, a screenless wearable device that can monitor activity, sleep, temperature, BMI, and emotion. At $99.99 (plus a small monthly service fee for advanced features), the Halo Band sits closer to Fitbit’s fitness trackers (ranging from $99.95–$169.95) than the Apple Watch ($400-plus). It focuses on what consumers want most: tracking fitness-related activity, […]

The COVID-19 pandemic upended the 2020 plans of many B2C marketers — amounting to a projected 28% decline in US marketing spend through 2021. Brands improvised, cutting media spend and adjusting their previous marketing strategies to accommodate rapid shifts in consumer behavior. Many companies, especially those in hard-hit industries like travel and fashion retail, were […]

The COVID-19 pandemic adds even more consumer considerations to marketers’ already full plates. Stay-at-home orders, unemployment, and anxiety about the virus have altered shopping behavior, technology adoption, and expectations. But despite this uncertainty, now is not the time to pull back on marketing: In fact, businesses need to keep investing in marketing to move through […]

This week’s edition of our FORRward series covers the latest tech news on Gong, revenue intelligence, People.ai, Chorus.ai, brand, zero-party data, future of work and movie making.

Mobile Advertising Comes Under Scrutiny Most data deprecation discussions center on cookies and web browsers. But two recent moves broaden the aperture to include mobile environments, too. First, Apple announced iOS 14, which will prompt users on whether they want to let an app track them or “ask app not to track.” If a user picks the latter, the app can’t […]

The Clock Keeps Ticking On Microsoft’s Pursuit To Purchase TikTok In The US Late last year, we predicted that companies like Facebook or Meredith Corporation would court TikTok for acquisition but that its Chinese parent company, ByteDance, would ultimately hold out for an IPO. Now, it looks like we were half right. Increasing scrutiny from lawmakers over data privacy concerns and […]

Even If You’re Reopening Your Offices, You Need To Plan For A Remote-Work Future This week, Google extended its remote-work plans for all 200,000 full-time and contract employees through summer 2021. Alphabet Chief Executive Officer Sundar Pichai said in a company memo, “I hope this will offer the flexibility you need to balance work with taking care of yourselves […]

The EU-US Privacy Shield Was Just Invalidated: What To Do Now This week, the Court of Justice of the European Union handed down its ruling in the case popularly known as “Schrems II.” Why should you care about an obscure EU case? Because the ruling invalidated the EU-US Privacy Shield, the mechanism by which American companies could […]

How Poor Pandemic Management Destroys A Brand As the rest of the UK started emerging from lockdown, the city of Leicester saw local restrictions reimposed due to a second wave of infections. Leicester’s garment factories, many of which are suppliers to UK-based online fashion retailer boohoo, were identified as the most likely cause of the new outbreak. An investigation into employee conditions found that factory workers were forced to work without any social […]

Walmart Takes The Lead In The Race To Fix Healthcare With New Health Supercenters As healthcare clinics start to reopen, many patients continue to put off necessary care. For some, cost is a major barrier to care. While the hurdle is not new, rising unemployment and financial uncertainty make it harder, if not impossible, to overcome. At the same time, providers also face a dire financial situation. Primary care is expected to […]