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
The Future Of Banking: By 2030, Banking Will Be Invisible, Connected, Insights-Driven, And Purposeful
In the rapidly evolving financial landscape, banks are facing challenges that require them to adapt and innovate. But amidst all these changes, the importance of trust remains constant. Trust is the foundation upon which successful banking relationships are built, and it will continue to be a crucial factor in shaping the future of the industry. […]
Blog
Reshaping Banking In The Age Of AI: Embracing Trust, Innovation, And Customer Obsession
Once again, the banking industry is on the cusp of transformative changes. AI and generative AI (genAI) technologies have the potential to enhance customer relationships, deliver personalized digital experiences, augment customer service, and combat fraud. But they also have the potential to shift the mindset of banking from a product-centric to a relationship-centric approach and […]
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Blog
Forrester’s Green Consumer Segmentation For 2025
There is no single green or sustainable consumer. Values and attitudes vary greatly within the same age group or across different countries. Learn about Forrester’s recently updated green segmentation for 2025 in this preview of a new report.
Blog
The Future Of Meta Is … Glasses
VR headset fatigue is very real. The same cannot be said for Meta’s other hardware endeavor.
Blog
Customer Data Platforms Show That Playing The Long Game Pays Off
Forrester has published The Forrester Wave™: Customer Data Platforms For B2C, Q3 2024. It’s an exciting moment because this is the very first Forrester Wave evaluation for this category. Given the heavy buyer and vendor interest in customer data platforms (CDPs), it evokes the obvious question: “What took you so long?!” For context, consider the […]
Podcast
The CMO Role Is Alive And Well
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.
Blog
Not Talking About A Revolution: GenAI Is An Evolution For Customer Feedback Management
You’d be forgiven if you assumed tools like ChatGPT will quickly replace the need for customer feedback management solutions. Indeed, large language models excel at summarizing unstructured text like customer feedback collected in survey verbatims and customer service calls. In reality, customer experience (CX) pros need to temper their expectations. The risks and effort required […]
Blog
Today’s TikTok Appeal Pressure-Tests The First Amendment
This morning, attorneys for TikTok appeared before the federal appeals court in Washington — challenging a law signed in April that forces the app to either cut ties with its China-based parent company (ByteDance) or be banned. What’s at stake? TikTok’s 170 million US users and 7 million businesses that rely on the app. TikTok believes […]
Blog
US v. Google: The FTC Takes On Adtech Verticalization
What could the antitrust trial portend for Google and for advertisers and publishers? We break down three key questions.
Blog
European Leaders: Align Budget Planning To Accelerate Performance In 2025
Upbeat budget expectations for 2025 will serve European leaders well, but placing the right bets will be critical to securing a competitive edge. Read a few of our top recommendations.
Blog
How To Nudge Consumers Toward Environmental Sustainability
Behavioral science aims to develop a deep understanding of human decision-making in context. It helps explain customer mental models and why people don’t always act the way they say they do. This is especially important when it comes to environmental issues: Many consumers would like to adopt greener behaviors but struggle to do so due […]
Blog
The Future Of Consumer Use Of Generative AI
How Will Consumers Engage With Generative AI In The Future? As my colleague Audrey Chee-Read summarized in a recent blog post, consumer adoption of generative AI (genAI) with brands will happen unnoticeably. As new AI-powered products in everyday technology devices like smartphones and laptops increase, genAI will simply blend in as a native feature. As […]
Blog
AI And The Green Market Revolution Will Intertwine
While AI has huge potential to mitigate the environmental crisis, the technology that powers AI has a huge impact on climate change and water resources. Learn how the futures of AI and the green market revolution are intimately linked and how they will both become invisibly embedded into our daily lives.
Blog
Consumer Spending Trends And What They Mean For Your Brand
My colleague Jitender Migliani and I have just published a report (Consumer Spending And The Economy Grow Despite Persistent Pessimism) based on the H2 2024 US macroeconomic trends and consumer behavior data that we’ve collected and analyzed. This report aims to shed light on the economy’s trajectory over the past year, its continued direction in […]
Blog
Your Personas Are Outdated: It’s Time To Evolve Your Approach
Personas are foundational and seemingly simple, yet deceptively challenging. Learn what it takes to create effective ones.
Blog
The Funnel Is Old, Unrealistic, And Still Helpful
In 1898, Elias St. Elmo Lewis developed the advertising funnel. He was the Association of National Advertisers’ first president and, along with the funnel, developed the AIDA model, an acronym that models a consumer’s journey from awareness to interest, desire, and then action. More than 125 years after its conception, brand marketers are still planning […]
Blog
To Build Your Best Marketing Organization, Unbox Your Org Chart
As changes in media and technology have upended how consumers discover and engage with companies, marketing organizations need a more flexible approach.
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.
Blog
The Curtain Falls On GARM — Revealing Industrywide Brand Safety Issues
If you’ve ever seen The Wizard of Oz, you might remember the moment when Dorothy realizes the Wizard is not in fact all-powerful. He is just a man with a very loud voice. She also learns that she doesn’t need his power or magic to send her home — the power lies within herself. This […]
Blog
Tidying Up The Data Clean Room Landscape
Data clean rooms are attracting a lot of buzz lately. They’re pitched as a perfect solution in a data deprecation world: Brands can collaborate and maximize the value of their first-party data by running sophisticated analytics to understand customer behaviors, shopper journeys, and more. And thanks to privacy-preserving technologies, brands don’t need to expose customers’ […]
Blog
Generative AI Consumer Outlook, Q2 2024: How Will Consumers Engage With GenAI In The Future?
As awareness of generative AI peaks and usage creeps upward, how will consumers engage with genAI in the future? Find out in this preview of a new report.
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