B2C Marketing
B2C marketing is navigating choppy waters. The tactics that drive short-term gains are alienating customers over the long-term, eroding loyalty and affinity. Read our insights to learn more about how B2C marketing teams can thrive in the midst of this tension.
Insights
Blog
AEO Will Be Won With Solutions That Provide Intelligence, Orchestration, And Outcomes
Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect roles critical to AEO, and mature AEO competencies. As they do, […]
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B2C CDPs Enter Their Utility Era: Data Is The Foundation, But Outcomes Drive Investment
The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]
Beyond Journey Mapping: Put Customer Insight Into Action
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
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Meta Settles For $17 Billion In Landmark Social Media Addiction Trial
Two weeks into a landmark case against Meta, a group of attorneys general have announced that they’ve reached a settlement laying the groundwork for significant changes to the way young users experience Meta platforms. Youth Access Will Take An Immediate Hit, But Adults Will See A Gradual Shift The financial penalty is meaningful and doesn’t […]
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Meet Digital Experience Tech’s New Interface: Agentic AI Systems Of Action
User interfaces and workflows built with agentic AI are emerging as the next frontier of digital experience tech’s evolution. For two decades, digital teams accelerated business results by implementing better software. Monolithic digital experience and content management solutions gave way to composable architectures that allowed digital teams to assemble specialized capabilities faster and create better […]
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Is Your Marketing Function Capable Of Growth?
I’m a very inexperienced gardener. I’m lucky that the annuals in the yard I inherited from a previous green-thumbed owner are fairly hearty and thrive despite my lackluster efforts. But even I know that if I manage to nurture a seed into a seedling, I wouldn’t then start to measure success by how many bunnies […]
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You Don’t Miss Myspace — You Just Miss 2005
A potential Myspace relaunch is dependent on social media nostalgia, but consumers aren’t interested in going back in time.
Real-World Buyer Data To Hone Your GTM Strategy
Discover Forrester's Buyer Insights research, built on survey responses from nearly 18,000 global B2B buyers. Understand how buying preferences, decision criteria, and purchase drivers vary by industry, role, region, and more.
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Your Processes Are The Weakest Part Of Your AEO Strategy
Many marketers know the best practices they must implement to get mentioned and cited by ChatGPT, Google, and Claude but still struggle to implement answer engine optimization (AEO). Marketers sync with web developers about the technical prerequisites of visibility: server-side rendering, Bing’s IndexNow protocol, monitoring for indexation issues, and more. They’re well aware of the […]
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Answer Engines’ Next Act: From Visibility To Growth
Treating AEO as a visibility tactic misses the bigger opportunity. Learn how answer engines are redefining influence and creating new paths to growth.
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Europe Builds The Blueprint For Social Platform Accountability
Europe is moving platform accountability upstream, placing new scrutiny on the algorithms and design choices that shape social media experiences. For marketers, the bigger story isn't regulation itself — it's what growing consumer distrust means for the future of audience insights and targeting.
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Use 2027 Budget Optimism To Drive An AI Reset
Budget optimism is rising as 2027 approaches — but more spend alone won’t improve outcomes. Use this moment to reset your AI investments. Prioritize the readiness, governance, and context required to make it truly work.
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New Analysis Suggests The CMO’s Role In The Fortune 500 Is At A Crossroads
For years, the chief marketing officer has been one of the most scrutinized roles in the C-suite, and that scrutiny isn’t easing, according to Forrester’s third annual analysis of CMOs in the Fortune 500. But the data suggests that the prevailing narrative of CMO decline masks the real story: reinvention.
Awareness Is Up. Why Isn’t Growth? Fix The Brand-To-CX Drop-Off.
If your brand is winning attention but customers don’t stay, then value is being lost after the purchase. Learn how to align brand and CX to protect ROI, retention, and growth.
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Net Zero In 2026: Why Pragmatism Drives Companies To Take Different Paths
Long‑term net-zero commitments, typically framed as emissions reductions aligned with a 2050 timeframe, were a fad across global companies in the past decade. It was the de facto way to signal virtue to both customers and investors. Recently, however, the signals have become more mixed. Some organizations have scaled back or stopped emphasizing these targets, […]
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Three Parting Lessons From Forrester’s June CX Events
Across our CX events in Amsterdam, New York City, and San Francisco, the message was clear: The organizations that thrive in the AI era won’t be the ones with the best AI; they will be the ones that put people first.
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The Cost Of AI Productivity Is Less Creativity
AI is now standard across marketing agencies — but its impact remains constrained. Forrester’s “The State Of AI Inside US Marketing Agencies, 2026” finds that CMOs must shift their AI ambitions toward creativity, differentiation, and growth to unlock real value.
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AI Forces A Redesign Of How Marketing And Agencies Work
As CMOs take on greater responsibility for AI-driven business outcomes, they must lead changes in how marketing is structured, executed, and measured. This is exposing a gap between what CMOs need and what traditional agencies deliver, creating an opportunity for a new class of partner focused on transformation, not just execution.
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Google Dethrones OpenAI As Agencies’ Preferred AI Partner
New Forrester and 4As research shows that agencies are prioritizing ecosystems that connect data, creative, media, and commerce at scale, with Google emerging as the leading partner. As marketing moves from isolated tools to integrated operating systems, the ability to orchestrate end-to-end workflows is becoming the new competitive edge.
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Google Goes All-In: An AI-Operated System, Not AI-Assisted Products
Will Consumers And Marketers Follow? Three years ago, Google was on the defensive. ChatGPT reset expectations for search experiences and Microsoft gained early momentum with its investments in OpenAI. Today, the answer engine race continues, but Google is back in pole position. Even with new market diversification thanks to OpenAI and Anthropic, Google remains the […]
Blog
Building The Human Foundation For AI At CX Forum East
AI raises the stakes for experience leaders. Insights from CX Forum East show that without trust, strong data, and prepared teams, AI simply scales what’s already broken — but with the right foundation, it can unlock entirely new kinds of customer experiences.
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AI Agents Are Your New Customer, But Can You Target And Grow Their Trust In Your Brand?
AI agents are forcing change to marketing strategies. Learn how to get ahead of the shift.
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