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

Blog

Don’t Rely On The Butterfly Effect To Measure Business Value

Rusty Warner 4 days ago
It is critical for marketers and customer experience pros to align their respective metrics with shared business metrics. Use customer lifetime value alignment to achieve this.
Blog

Consumers Push Back On Price, Forcing Companies To Seek New Growth

Dipanjan Chatterjee 4 days ago
As revenue growth begins to slow, companies will seek new ways of driving volume, including exploring previously untapped consumer segments.

Thrive In Economic Uncertainty

Get actionable advice to navigate the 2023 downturn. Explore our resources for tech, marketing, CX, sales, and product leaders.

Blog

Explore The End Of The Customer Lifecycle At CX APAC 2023

Rick Parrish March 13, 2023
Death. Taxes. The customer lifecycle. Until now, business leaders could count on the inevitability of all three. But no longer. Today’s consumers thrive on novelty, embrace emerging technologies, and expect more from brands. And during the pandemic, businesses proved that they can innovate fast enough to keep up. As both consumers and businesses race forward, […]
Podcast

Social Media Turmoil Drives New Ad Strategies

What It Means March 9, 2023
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
Blog

It Pays To Share: Refer-A-Friend Programs Boost Customer Acquisition And Engagement

Mary Pilecki March 7, 2023
We’ll let you in on a secret: Cometeer coffee keeps Forrester’s B2C marketing research team running. When our colleague evangelized the innovative coffee company in a team meeting last year, the brand quickly found its way into many of our team members’ daily routines — and it’s not just because we like really good coffee. […]
Blog

Meet Forrester’s New Senior Analyst Covering Adtech: Mo Allibhai

Emily Collins March 3, 2023
The advertising industry is in flux. Ongoing economic uncertainty creates fluctuations in ad spend, while data deprecation resets the digital media buying and selling landscape: Advertisers are reconsidering their data-driven advertising practices and partners, testing new approaches (e.g., contextual advertising and new audience-acquisition processes) and reducing their reliance on third-party data. According to Forrester’s Marketing […]
Blog

Efficiency Or Cheating? ChatGPT Users Seek The Upper Hand

Mike Proulx March 3, 2023
One in five US CMOs has already used ChatGPT in their marketing efforts and 40% more are exploring use cases. Get the latest Forrester data on plans for this emerging tech.

Tackle 2023 With Bold Action & Clear Focus

Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.

Blog

CX APAC 2023: Bold Focus

Riccardo Pasto March 2, 2023
Create A Customer-Obsessed Growth Engine To Thrive In Tough Times Today, the world is more challenged than ever as a series of health, environmental, socioeconomic, and geopolitical crises have pushed uncertainty to extreme levels. This systemic disorder and uncertainty exposed a lack of customer focus in many organizations. Amid these challenges, customer experience (CX) programs […]
Video

Welcome Audrey Chee-Read, Forrester’s Principal Analyst Covering Consumer Behavior

Mike Proulx February 23, 2023

Blog

Meta Verified Copies Twitter But Courts Creators

Mike Proulx February 22, 2023
If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence. There are other benefits such as better customer support and account protections, but the question remains: Will Facebook and Instagram users choose to pay […]
Blog

The Rise Of Female Investors In Malaysia

Tom Mouhsian February 21, 2023
Demand For Investment Services Among Malaysian Women Is Up Female investors in Malaysia are on the rise. According to the nation’s stock exchange, there was a 36% increase in new trading accounts opened by female investors in 2021. They are also becoming more active, judging by the 194% increase in trading volumes between 2018 and […]
Blog

CPG Marketers, Take Some Lessons From Super Bowl LVII

Eric Epstein February 14, 2023
OK, let’s get this out of the way: As a lifelong Eagles fan, I was devastated by the outcome of the Super Bowl, and my TV was lucky to survive the last 2 minutes of the game. But as a career marketer, I managed to shake it off and put a professional lens on my […]
Blog

Publicis Groupe Brings Substance To Super Bowl LVII Commercials

Jay Pattisall February 13, 2023
Super Bowl LVII was full of firsts. The first Super Bowl matchup between two Black starting quarterbacks The first Super Bowl sibling rivalry, between Jason and Travis Kelce The first Super Bowl military flyover piloted by seven female naval aviators The first Super Bowl commercial debut by an agency holding company Global advertising firm Publicis […]
Blog

There’s A Recession, But Not In My Backyard

Dipanjan Chatterjee February 9, 2023
Reconciling consumer perceptions with the macroeconomic data can be perplexing. Here, we provide some clarity.
Blog

What Consumers Like — And Detest — About Subscriptions

Sucharita Kodali February 8, 2023
Consumers shared their attitudes toward subscriptions — see the key highlights.
Blog

How To Navigate Retail Media Mania

Nikhil Lai February 2, 2023
The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media coverage and forecasts, including Forrester’s, that project a significant share of ad spend — nearly $100 billion, according to Boston Consulting Group — being absorbed by retail media networks (RMNs) […]
Blog

Want More Customer Data? Build An Enterprise Data Strategy First

Stephanie Liu February 2, 2023
In the era of data deprecation, many B2C marketing clients are asking me “How can I get more first-party data?” or “How do I get more customers to share data with me?” It’s a valid question and a totally understandable one. A common recommendation (including from Forrester) to contend with the loss of third-party cookies, […]

2023 Planning Isn’t Business As Usual

Explore Forrester's 2023 planning guide for data-driven insights on where to invest, where to pull back, and where to stay the course.

Blog

Three Personalization Mantras To Help You Survive A Data Deprecation World

Jessica Liu February 1, 2023
The days of marketing "hyper-personalization" are ending. Let these three mantras guide you as customer data deprecation takes hold.
Blog

Order Up: Starbucks Rewards Changes Signal A Renewed Focus On Profitable Loyalty

Mary Pilecki January 31, 2023
As one of the most popular loyalty programs in the world, the stakes for the Starbucks Rewards program are high. Today, the program boasts nearly 29 million active members, and over half of Starbucks sales are driven through the program. Starbucks Rewards members collect “stars” for every purchase they make, redeemable for free drinks, food, […]
Blog

Use Marketing Analytics To Support Your 2023 Marketing Strategy

Tina Moffett January 30, 2023
Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives. You probably already have basic marketing measurement approaches running — whether it’s last-touch or a 30/60/90-day analysis of your email […]
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