Jessica Liu
Principal Analyst

Author Insights
Blog
B2C Marketing Operations: It’s Time To Shine
Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? Unpredictable and fast-changing macroeconomic conditions? And industry variability with no one-size-fits-all model? B2C marketing has undergone so much change since the 2010 dawning of the age of the customer that companies have no choice but to become customer-obsessed now. Marketing […]
Blog
There Is No Single “Personalization Technology” Category
Tackling consumer personalization requires strategy, data, and technology (see figure). When it comes to the third pillar, technology, consumer personalization capabilities are baked into many different technology categories across the business technology ecosystem. Companies must strive to harmonize multiple tools to deliver personalized moments that can occur anywhere in the customer lifecycle. Instead of focusing […]
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Generative AI! ChatGPT! Hold Up — Don’t Forget People And Process
It’s easy to be dazzled by new ways to solve old problems. But technology still must play a supporting, not leading, role in enabling consumer experiences and marketing execution.
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Consumers Don’t Always Want The Personalization That You’re Delivering
Personalization sounds good in theory — who doesn’t want a moment customized just for them? But the reality is that not all consumers or customers want personalization from brands at the same intensity across the customer lifecycle (see figure). Consumer-brand personalization is a lot like dating: People don’t share everything about themselves early in the […]
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Three Personalization Mantras To Help You Survive A Data Deprecation World
The days of marketing "hyper-personalization" are ending. Let these three mantras guide you as customer data deprecation takes hold.
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Consumer Personalization And Dating Have Much In Common
Maintaining positive brand-consumer relationships and personalizing consumer experiences takes work. In the end, you could be rewarded with long-term loyalty or you may be left with little to show for your efforts. In many ways, it’s like dating. Cultivating relationships requires time and patience along the journey: Pre-purchase (courting). People are wary when dates and […]
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Coming Soon: Everything You Want To Know About Consumer Personalization
The paradox of personalization: Consumers both want it and despise it. A successful personalization strategy requires three things. Learn more.
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Marketing Efficacy And Operations Hinge On Marketing Resource Management
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]
Blog
Do QR Codes Right — Here’s How
Fueled by industry and pandemic forces, QR codes have shot onto the scene at every stage of the CLC. Our recently published research, which includes an analysis of over 125 QR codes, highlights several best practices Brands should use when they implement QR codes into their strategy.
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Get It Together — Now Is The Time For Marketing Resource Management
What Is A Marketing Resource Management (MRM) Solution? A tool or suite of tools that enables marketers to manage planning and budgeting, project and program management, collaboration and calendaring, content production, asset management, and performance analytics. Why Do Marketers Need MRM? First, the most glaring and acute issue is that the 2020 pandemic forced companies […]
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Social Media Plays A Bigger Role In Commerce Than Just Buying
Social media can't serve advertisers well as a standalone commerce channel. Instead, treat it as a key driver in the discover and explore stages of the customer journey.
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Facebook Shuts Down Face Recognition System On Its Platform
Facebook's recently announced its decision to no longer use facial recognition in its platform. What does that mean for the long-term?
Blog
Social Media Users Interact With Friends And Family More Than Brands
Yesterday, we published the annual refresh of our Forrester social consumer segmentation. In 2021, consumers who use social media at least weekly (the heaviest users we survey) overwhelmingly prefer to interact with friends/family over brands/companies and influencers on social media. The real question for brands is: “Does my target audience want to interact with my […]
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The Metaverse Won’t Fix Facebook
As Facebook eyes the metaverse, Forrester's latest survey shows consumers want substantive changes to Facebook's ecosystem. Read our full analysis here.
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Oh, Snap: Data Deprecation Cuts Into Revenue
Don’t say we didn’t warn you. While reporting Snapchat’s Q3 results yesterday, CEO Evan Spiegel conceded Apple’s App Tracking Transparency (ATT) framework “disrupted” Snap’s advertising business as he reported lower-than-expected earnings. The earnings miss drove sharp declines in Facebook’s and Twitter’s stocks as well. ATT, which rolled out in April with iOS 14.5, requires users […]
Blog
Marketers, Stop Being Part Of The Facebook, Inc. Problem — Start Being The Solution
Facebook, Inc. is in the hot seat again due to a recent The Wall Street Journal “Facebook Files” exposé and 60 Minutes whistleblower interview. As we’ve said again and again, a singular event won’t be enough to bring down the social media behemoth. Facebook will experience a degradation of its reputation by a thousand cuts: […]
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Facebook’s Outage: Breaking The Ad Empire — For A Day?
The Facebook ecosystem outage should remind advertisers to have proactive risk mitigation plans in place.
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MRM Is Your Essential Marketing Workhorse In The Pandemic And Beyond
Insulation. Plumbing. Circuit boards. Marketing resource management (MRM) tools. All things that aren’t front and center but are critical for daily operations. MRM tools are the marketing engine that make your marketing department go. Resource planning and performance management in the key areas of money, people, content, and brand facilitate agile marketing across channels — critical […]
Blog
The Social “FrankenSuites” Era Must Draw To A Close
Today, we published The Forrester Wave™: Social Suites, Q3 2021. Since our last evaluation, the vendors in this space have spent two years amassing their platforms via a mix of organic and M&A activity. The market has reached an inflection point: Social suites’ era of collecting modules and features should wind down — and must now yield to a […]
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Did You Hear? Social Networks Want In On Audio
First the social networks conquered text. Then they dominated video. And now, the new frontier: audio. New app Clubhouse has garnered significant buzz for its audio-based chatroom environment, where users can join live conversations with people and topics they follow. Last month, Twitter announced its acquisition of Breaker, a social podcasting app, and quickly transitioned […]
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