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.

Discover how Forrester supports B2C marketing leaders.

Insights

Blog

That’s A Wrap For CX Summit North America: Now, The Hard Work Begins

Rick Parrish 2 days ago
CX Summit North America left us with much to think about — and much to put into motion at our organizations. Here are a few parting thoughts from Nashville.
Blog

CX Summit North America Day 2: Achieving Boundless Experiences Through Alignment

Rick Parrish 3 days ago
While AI will help usher in a dynamic future for customer experiences, getting the human element right remains essential. Read some of the highlights from our second full day in Nashville.

Global

Don’t Miss Our 2024 Predictions Deep Dive

Hear directly 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

Oracle Exits The Advertising Business

Stephanie Liu 3 days ago
Oracle announced last week that it is exiting the advertising business and sunsetting its adtech by September 30. While the announcement isn’t surprising given its massive layoffs in 2022 of teams supporting Oracle Advertising, the speed of Oracle Advertising’s demise is shocking. Oracle serves as a case study in how quickly and significantly the foundation […]
Blog

CX Summit North America Day 1: Exploring The Boundless Potential Of Humans + AI

Rick Parrish 4 days ago
On the first full day of CX Summit North America, we explored the magic and mayhem of AI in CX and its potential to fuel next-level experiences.
Blog

Big Tech Will Not Solve Data Deprecation

Mo Allibhai 6 days ago
In a recent report, we stumbled upon an ugly truth about data deprecation. Get the details and find out what steps marketers be taking now to minimize the impact.
Blog

Outcome-Based Digital Experiences Drive Desired Outcomes For Both Consumers And Brands

Chuck Gahun June 14, 2024
Learn how you can gain competitive advantage through outcome-based digital ecosystems.
Blog

Rage Against The Machine: Confront The Agency AI Fear Factor With Workforce Literacy

Jay Pattisall June 14, 2024
The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.
Blog

Apple’s New Intelligence Is Here

Dipanjan Chatterjee June 11, 2024
Apple, famously reticent about AI, broke its silence at its 2024 Worldwide Developers Conference (WWDC) and Forrester was there. Learn more about Apple Intelligence and find out what we gathered from the grand reveal.
Blog

Learning From Limes And Forrester’s Creative AdTech Landscape

Nikhil Lai June 11, 2024
Last year, the world’s most-awarded creative was Skittles’ “Apologize the Rainbow” produced in collaboration with DDB Chicago. It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X. The campaign relied on social […]
Blog

How Luxury Brands Can Bolster Their DTC Business

Sucharita Kodali June 5, 2024
We reviewed luxury fashion brands based on long-term digital success and the strength of their direct-to-consumer operations.
Blog

Apple Is About To Cross Its AI Rubicon

Dipanjan Chatterjee June 5, 2024
Apple’s early reticence toward AI was entirely on brand. But that all changes on June 10 at its Worldwide Developers Conference (WWDC), the perfect occasion for Apple AI’s coming-out party. Learn how Apple will change its tune in this post.
Blog

Loyalty Service Providers Supercharge Loyalty Strategies

Mary Pilecki June 3, 2024
The Forrester Wave™: Loyalty Services, Q2 2024 is geared toward helping loyalty marketers vet the right service provider for their brand. Read a few of the takeaways.

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.

Video

AI Fluency Is The CMO’s Next Big Superpower

Mike Proulx June 3, 2024

Blog

2024 B2C Marketing Priorities And Challenges

Thomas Husson May 31, 2024
B2C marketing decision-makers have many conflicting short- and long-term priorities while facing increasingly tough challenges. Welcome to marketing, right? Improving brand perception and customer experience (CX) while achieving a positive ROI is a particularly daunting task in 2024 because: A turbulent economy makes it tough to improve marketing’s ROI. Forty-five percent of global B2C marketing […]
Blog

Consumers, Meet Your Virtual Match: Your Digital Double

Stephanie Liu May 29, 2024
Imagine if you could build an algorithm that makes algorithms work for you. You may not have to wait much longer.
Blog

VivaTech & The New French Tech Next40/120: When AI Meets Green Tech

Thomas Husson May 22, 2024
Paris will be the center of innovation and technology this week. Get a unique preview of the 2024 edition of the VivaTech conference in Paris.
Podcast

How Brands Can Steer Clear Of GenAI Backlash

What It Means May 16, 2024
As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.
Blog

The State Of Generative AI For Marketing In Asia Pacific

Xiaofeng Wang May 7, 2024
I’m pleased to announce the publication of the first of my two generative AI (genAI) marketing in APAC reports, The State Of Generative AI For Marketing In Asia Pacific (client-only access). The data overview report covers a wide range of topics on APAC marketers’ use of genAI, including adoption, investment, use cases, benefits, challenges, and […]
Blog

Accelerating Advertising With AI Comes At A Cost

Nikhil Lai May 7, 2024
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
Blog

What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)

Jessica Liu May 2, 2024
Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]
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