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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Insights

Podcast

Will Digital Agencies Disappear?

What It Means 2 days ago
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog

From Dominance To Decline: Global Brands Are Losing In China

Xiaofeng Wang 3 days ago
For years, China’s economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned, and domestic brands are now gaining momentum, surpassing their foreign counterparts in sales, revenue, and market share (see Figure 1). My latest report, From Dominance To Decline: Global Brands Are Losing In China, […]

Global

Don’t Miss Our Live 2024 Predictions Deep Dive

Join us on January 18 to hear from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy

Jay Pattisall February 23, 2024
As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.
Blog

California’s Privacy Law Puts Second-Party Data On Notice

Stephanie Liu February 23, 2024
The California attorney general’s office reached a settlement with DoorDash after the food delivery company sold customer data without proper notice or opt-out controls. It got slapped with a measly $375,000 fine (for context, DoorDash’s stock price is $120 and change), but don’t brush this off as a one-and-done. A closer look at the settlement […]
Blog

50/50: Gratuity Has Reached A Tipping Point

Dipanjan Chatterjee February 22, 2024
Tipping fatigue is growing as automatic prompts on digital points of sale proliferate. Find out the consumer sentiment on this hot topic.
Blog

What Should Performance Marketers Actually Do?

Nikhil Lai February 22, 2024
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
Blog

Generative AI Consumer Outlook, Q1 2024: Which Consumers Will Pay To Use GenAI?

Audrey Chee-Read February 21, 2024
Recent survey findings shed light on who is most likely to pay and which features they're more likely to pay for.

60% Of Skeptics Will Use (And Love!) GenAI

Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.

Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog

Invisible Experiences: Anticipate Customer Needs With Real-Time Interaction Management

Rusty Warner February 16, 2024
Imagine having a butler who anticipates and serves your needs. Just as Alfred faithfully supports Batman, your personal assistant earns your trust through silent understanding. Now think of this relationship in terms of your experiences with brands. Do those experiences feel invisible and immersive? In Gotham City, Alfred ensures that Batman’s utility belt is always […]
Blog

CDPs In APAC: A Fast-Growing Emerging Market

Xiaofeng Wang February 14, 2024
I’m pleased to announce the publication of The Customer Data Platforms In Asia Pacific Landscape, Q1 2024 report. This comprehensive report features 22 vendors with $5 million or more annual customer data platform (CDP) revenue from the APAC market. Most vendors are still in the early stages of developing their business in APAC, indicating that […]
Blog

If You Want Customer Loyalty, You Need A Value Exchange

Mary Pilecki February 13, 2024
I regularly have discussions with clients who want to create a loyalty program. But when we dig deeper into their approach, their answers to critical questions often indicate that the client hasn’t fully considered the implications of a program: Many brands jump into a structured loyalty program (the tactic) before they have defined the strategy […]
Blog

Who Capitalized On A Super Opportunity To Win More Consumers?

Eric Epstein February 13, 2024
Learn which brands overcame so-called "acquisition blockers" — and which ones might have been better served funneling their $7 million (or more) into growth levers other than a Super Bowl ad.
Blog

Consumer Spending 2024: What It Means For Your Brand

Dipanjan Chatterjee February 7, 2024
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog

Super Bowl LVIII: Ratings, Rivalry, Love, And Advertising

Jay Pattisall February 6, 2024
$5.6 million. $6.5 million. $7.2 million. As the price of a 30-second Super Bowl spot increases roughly 10% annually, brands and marketers question the value of the media and production costs to show up in advertising’s premiere showcase. In hindsight, this year’s answer is clearer, with audience numbers forecasted to exceed the record of 115 […]
Blog

Brands And PR Agencies Contend With Today’s Culture Wars

Jay Pattisall January 31, 2024
Given today’s heightened polarization, what role will PR agencies play in guiding corporate brands? We hypothesize three key elements are fundamental to crisis and reputation services.
Blog

Invisible Experiences Are The Endgame For Consumer Personalization

Jessica Liu January 30, 2024
In the future, companies will go to consumers and customers before they know or realize that they need something (and look for your website). Learn how to get ahead of this scenario.
Blog

2024 Is The Make-Or-Break Year For CDPs

Joe Stanhope January 26, 2024
I’m pleased to announce the publication of The B2C Customer Data Platform Landscape, Q1 2024. Forrester’s landscape research is a valuable resource for marketers to understand and differentiate the range of solutions available to them in a very dynamic market. As consumer data platforms (CDPs) approach mainstream adoption, Forrester’s coverage emphasizes practicality and granularity, such […]
Blog

Bad Ads: What Are You Going To Do When They Come For You?

Mo Allibhai January 24, 2024
In 2024, digital marketers and publishers have a unique opportunity to rebuild trust in digital advertising and the internet overall. Given how loose security standards are across the programmatic ecosystem, this requires abandoning “blind programmatic” in favor of more coordinated, stringent buying strategies. 2023 was an eventful year for bad ads, which Forrester defines as […]
Blog

The US Senate Hearing To Protect Online Children: Alcohol Use Is “Age-Gated” — Why Isn’t Social Media?

Kelsey Chickering January 24, 2024
Social media platforms are under fire for their failure to protect children against a wide range of issues, including mental health concerns and sexual exploitation. This will be the main topic at a January 31 US Senate hearing, where the CEOs from Meta, X, TikTok, Snap, and Discord will testify on what they’re doing — […]
Blog

Global Martech Spending Will Reach $148 Billion In 2024

Cindy Liu January 17, 2024
Marketing technology (martech) is the engine that powers marketing strategies. It encompasses tools and solutions to execute, automate, and optimize marketing efforts. Investment in martech has become a priority in recent years as companies seek to engage with their customers more effectively and improve marketing performance. In our first Global Martech Software Forecast, 2023 To […]
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