B2C Marketing

Vidéo du discours d'ouverture sur le thème de l'authenticité à la conférence Digital Marketing One To One de Biarritz

The value of a brand’s direct-to-consumer (DTC) digital presence goes beyond direct sales. Brands that still rely heavily on retail partners for digital sales can still drive value from direct customer engagement. Of course, DTC consumer purchases benefit brands with better margins, since they avoid fees or commission charges from partners. The benefits go beyond […]

Join our expert analysts to learn more about what key predictions will impact the B2C marketing function in 2022 and what this means for you and your business.

Is your site ready to welcome all customers this holiday season? Follow these best practices to apply inclusive language in your customer experience.

Double 11, or Singles’ Day, the world’s largest online shopping festival that is bigger than Black Friday and Cyber Monday combined, has been consistently smashing mind-blowing gross merchandise value (GMV) records year by year since 2009. As the actual promotion period gets longer and longer — Singles’ Day’s 2021 presales moved up from 2020’s November […]

State Farm is jumping onto the NFT bandwagon with a football-themed treasure hunt running November 4–7. The insurance company is just the latest of a quickly growing list of brands experimenting with nonfungible tokens since they started gaining marketers’ attention back in March with the launch of NBA Top Shot. That same month, NFTs officially […]

Values-based consumers — people who vote with their wallets to support brands that align with their values — are on the rise, a trend accelerated by COVID-19. These consumers are making brands more aware of the importance of corporate social responsibility and sustainability. But, in Asia Pacific (APAC), too many firms’ sustainability plans remain performative. […]

Most marketers have questions about navigating social values: Is the growing chorus in favor of brand activism the signal or merely noise? How should brands respond? To answer these questions, we built an analytical model to identify the values-motivated consumer Social Values Permeate The Consumer-Brand Conversation, But They Do Not Always Shape Consumer Action Today, […]

Yesterday, we published the annual refresh of our Forrester social consumer segmentation. In 2021, consumers who use social media at least weekly (the heaviest users we survey) overwhelmingly prefer to interact with friends/family over brands/companies and influencers on social media. The real question for brands is: “Does my target audience want to interact with my […]

As Facebook eyes the metaverse, Forrester's latest survey shows consumers want substantive changes to Facebook's ecosystem. Read our full analysis here.

Don’t say we didn’t warn you. While reporting Snapchat’s Q3 results yesterday, CEO Evan Spiegel conceded Apple’s App Tracking Transparency (ATT) framework “disrupted” Snap’s advertising business as he reported lower-than-expected earnings. The earnings miss drove sharp declines in Facebook’s and Twitter’s stocks as well. ATT, which rolled out in April with iOS 14.5, requires users […]

Speed, options, and transparency should guide holiday-season planning. Learn how to deliver on customers' expectations this year.

Subscription offerings from brands and retailers have been popping up everywhere. But as many subscription services have found — and Rent the Runway’s recent IPO filings also underscore — creating a compelling subscription includes getting customers to subscribe and then keeping them subscribed, with continued value from that subscription. Otherwise, churn and operational complexity can […]

The stakes around your email program are higher. Think and plan long term to do right with email marketing this holiday season.

It’s the second holiday season of the COVID-19 pandemic. And, like last year, your prospects and customers want confidence, not questions, when using apps and websites. Learn how to provide that confidence.

Facebook, Inc. is in the hot seat again due to a recent The Wall Street Journal “Facebook Files” exposé and 60 Minutes whistleblower interview. As we’ve said again and again, a singular event won’t be enough to bring down the social media behemoth. Facebook will experience a degradation of its reputation by a thousand cuts: […]

Banks need a customer-led strategy to govern cross-functional personalization efforts and to determine the right technology investments.