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.

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Low-Code Opens Up New Opportunities For Marketers To Elevate And Control Martech

Joe Stanhope September 22, 2023
Low-code application development is revolutionizing how enterprises develop technology. Any tech ecosystem in which multiple applications, data sources, and processes intersect is ripe for low-code innovation. Martech is notoriously complex and dynamic, so it’s no surprise that low-code is finding its way into the marketing department. Marketing adoption of low-code appdev is still nascent, but the […]
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A Potential EU Ban On “Climate-Neutral” Terms And Labels Will Force CMOs To Revisit Their Communication

Thomas Husson September 21, 2023
The European Parliament and Council have reached a provisional agreement on new rules to ban misleading advertisements and provide consumers with better product information. Generic Environmental Claims Will Be Banned Specifically, terms such as “environmentally friendly,” “natural,” “biodegradable,” “climate-neutral,” or “eco-” will be banned without proof of recognized excellent environmental performance relevant to the claim. […]

Build An Engine Of Customer Loyalty - And Revenue

Read our report to learn how to build customer loyalty, brand equity, and revenue with a B2C customer-obsessed growth engine.

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High Levels Of Trust Elude US Financial Services Firms Again

Alyson Clarke September 19, 2023
US financial services brands are struggling to earn high levels of customer trust. Forrester’s Financial Services Customer Trust Index (FS Trust Index) revealed that customer trust in US financial services firms in 2023 was relatively weak and largely unchanged from 2022. Only US banks managed a measurable improvement in average trust scores, and even that […]
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The Consumer Does Not Need To Be Part Of Every Business Decision

Audrey Chee-Read September 19, 2023
As Forrester’s consumer behavior analyst, I’m going to say something controversial: The consumer does not need to be a part of every business decision. There’s no shortage of supply or demand for consumer insights. In fact, the pandemic supercharged market research capabilities to create more efficient and cost-effective platforms and tools to gather those insights. […]
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“TikTok Shop” Launch Makes US Social Commerce Plausible

Kelsey Chickering September 12, 2023
ByteDance officially launched its social commerce experience, “TikTok Shop,” in the US. It includes features such as a dedicated shop tab for searching products or browsing product categories, the ability for creators to tag products for purchase, an affiliate funnel for sellers, secure checkout, and brand product portfolios. So far, over 100,000 creators signed up […]
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Consumer Spending Trends — 2023 Edition

Dipanjan Chatterjee September 8, 2023
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]
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Marketing: Swipe Right On Your Relationship With Security And Risk

Alla Valente September 7, 2023
Call us matchmakers but we want to consciously couple marketing and S&R to avoid painful missteps when marketing and S&R operate in isolation.
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Invest In Demand-Side Platforms To Lift Productivity And Performance

Nikhil Lai August 24, 2023
Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a practice since revealed to be rife with data leakage and brand safety concerns. At the time, DSPs met advertisers’ needs by connecting them to exchanges where publishers’ (mostly) desktop display […]
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The Latest And Greatest Marketing Measurement Service Providers

Tina Moffett August 23, 2023
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
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AI Advertising Is An Economic Multiplier, Provided You Own It

Jay Pattisall August 22, 2023
Marketers looking for cost savings from AI advertising should rethink it in the wake of a new decision upholding human authorship.
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Improve Your Loyalty Results With A Loyalty Services Provider

Mary Pilecki August 16, 2023
Does your brand employ a loyalty services provider in addition to a loyalty technology provider? If not, you should consider it. Brands continue to increase spend on loyalty technology and programs, but they often don’t tie their loyalty initiatives to broader corporate goals, negatively impacting their success. Services providers help here. This blog answers key […]
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Three Areas Where Apparel And Footwear Brands Can Boost Their DTC Operations

Nicole Murgia August 16, 2023
We reviewed 27 apparel brands’ websites across the attributes that are essential to their long-term success; here’s what we found.

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Market Limbo Requires That Marketers Remain Limber

Keith Johnston August 8, 2023
For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.
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Growth Strategy In Action: Apple Plants New Seeds

Dipanjan Chatterjee August 7, 2023
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]
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B2C Marketing Operations: It’s Time To Shine

Jessica Liu August 2, 2023
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 […]
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MediaMath Bankruptcy Fallout: SSPs Dine-And-Dash, Leave Publishers With The Bill

Mo Allibhai July 28, 2023
Adtech is supposed to efficiently connect marketers with publishers — demand with supply. Marketers rely on a suite of vendors, including demand-side platforms (DSPs) to furnish brand-safe, fraud-free inventory, and publishers use supply-side platforms (SSPs) to match their unique content to relevant ads and buyers. Ads and cash travel one way; as the funds disperse […]
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Why Third-Party Data Isn’t Going Anywhere …

Zeid Khater July 21, 2023
Third-party data is any data your organization uses that you don’t own and didn’t collect — basically, anything you buy or retrieve for free from a data marketplace, data exchange, government agency, or data services company (e.g., Circana, Acxiom, TransUnion, Nielsen). Use of third-party data is nearly universal. The business case for third-party data makes […]
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Headed To The “Barbie” Movie? Read This First.

Dipanjan Chatterjee July 19, 2023
The much-anticipated “Barbie” movie releasing on July 21 comes with a bold promise — it’s for those who love Barbie as much as it is for those who hate her. So no matter which camp you’re in, when the lights dim and Margot Robbie appears in a flash of brilliant pink, realize that what you’re […]
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Overscripting Will Sabotage Your Creator Partnerships

Kelsey Chickering July 17, 2023
In Forrester’s Q1 2023 B2C Marketing CMO Pulse Survey, nearly three-quarters of US B2C marketing and advertising execs say that they plan to partner with creators and influencers in 2023. This doesn’t mean that all of these partnerships will succeed, however. In our just-released report, Best Practices For Creator Marketing Campaigns, we found that overdirection is […]
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How To Implement Values-Driven Marketing

Xiaofeng Wang July 16, 2023
Following my previous blog post, The What, Why, And How Of Values-Driven Marketing, and speech at CX APAC 2023, I wrote a report to elaborate on values-driven marketing more thoroughly: How To Embed Values-Driven Marketing Into Customer Journeys. The report shares Forrester’s 2023 data that underlines how much values matter to customers. Many online adults […]
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