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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The State Of CDP In APAC

Xiaofeng Wang 12 hours ago
Following the previously published report covering key CDP vendors in Asia Pacific, I interviewed 10 customer data platform (CDP) customers in the region and published a new report, The State Of Customer Data Platforms In Asia Pacific. Here are the key findings on the state of CDP in APAC. CDP Popularity In APAC Varies By […]
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Capitalize On Search Marketing’s Evolution With Two New Reports

Nikhil Lai November 22, 2022
In 2023, marketers plan to spend more on paid and organic search despite data deprecation and economic headwinds. According to Forrester’s Q3 B2C Marketing CMO Pulse Survey, 2022, 82% of CMOs plan to increase paid search budgets and 74% plan to increase SEO budgets in 2023. As search budgets grow, the medium is changing radically. […]

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.

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Unlock Loyalty Throughout The Customer Lifecycle

Mary Pilecki November 17, 2022
Loyalty marketers, the scope of your job just expanded. And before you panic, it’s a good thing. Loyalty marketers have conventionally focused their efforts on customers post-purchase: increasing customer retention, enrichment, and advocacy. But brands and customers alike have faced unprecedented challenges over the last few years, including a pandemic, supply chain issues, and social […]
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Get Ready For The B2B Marketing Agency Gold Rush

John Arnold November 17, 2022
The in-house B2B marketing trend of the past few years — expanding in-house agencies, centers of excellence, and shared services — has peaked. Fifty-nine percent of B2B marketing decision-makers now say that they are planning to increase marketing spend on outsourced services. This new investment mindset, combined with macro and micro economic factors, has sparked […]
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Consumers Haven’t — And Don’t Plan To — Shop Via Social Media

Kelsey Chickering November 16, 2022
US consumers have little interest in doing their shopping — let alone holiday shopping — on social media platforms.
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This Holiday Season, Turn Impressions Into Intent

Nikhil Lai November 15, 2022
Marketers are turning to retail media to generate and harvest demand while expanding sell-through this holiday season.
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Consumer Personalization And Dating Have Much In Common

Jessica Liu November 10, 2022
Maintaining positive brand-consumer relationships and personalizing consumer experiences takes work. In the end, you could be rewarded with long-term loyalty or you may be left with little to show for your efforts. In many ways, it’s like dating. Cultivating relationships requires time and patience along the journey: Pre-purchase (courting). People are wary when dates and […]

Got The Right Chatbot Personality For Your Brand?

Join us for a webinar to learn how to design a chatbot personality that engages customers and elevates your brand.

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Twitter Blue Is Still Singing A Sad Tune

Mike Proulx November 10, 2022
Twitter's blue checkmark no longer signals legitimacy. That underscores our guidance to marketers to take a wait-and-see approach to media investments on Twitter.
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Customer Trust Was Weak Across US Financial Services Brands In 2022

Alyson Clarke November 8, 2022
How well did US financial services firms rank in terms of customers’ trust in 2022? Our new research reveals the scores and rankings of 54 US brands across auto and home insurance, banking, credit card issuers, and investment firms, analyzed as part of Forrester’s US Financial Services Trust Index, 2022. Overall, customer trust was relatively […]
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Financial Services Firms Need To Learn How To Earn Customers’ Trust

Alyson Clarke November 8, 2022
Winning trust is imperative to financial services firms' success. Yet it's lacking, Forrester’s Financial Services Customer Trust Index shows.
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Does The Pursuit Of Customer 360 Have You Running In Circles?

Zeid Khater November 7, 2022
No doubt, you’ve heard of it. It’s called by many names: the golden record; the single source of truth. However, it is most often referred to as customer 360. What all these terms are referring to is a holistic view of a customer’s data, covering every single touchpoint and interaction with your company as well […]
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Understand Apple’s Mail Privacy Protection Ahead Of The Holiday Season

Shar VanBoskirk November 7, 2022
Learn highlights about Apple's Mail Privacy Protection ahead of the holiday season to expertly craft your email marketing strategy.

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.

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Grounding Twitter Ad Dollars Is Common Sense, Not Activism

Kelsey Chickering November 4, 2022
Elon Musk’s Twitter takeover has been — at best — chaotic and tumultuous. Advertisers are uncertain about what direction the company will take: What will happen with content moderation? Will Twitter become a mainstream Gab with a steady flow of disinformation? While Musk has tweeted that “nothing has changed with content moderation,” racist tweets have surged […]
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Advertisers Pause In Twitter Purgatory

Mike Proulx November 4, 2022
When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake — and that ad dollars are at risk. In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. Soon after, IPG’s Mediabrands […]
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Prepare For 2023: Sharpen Your Loyalty Data Collection This Holiday Season

Mary Pilecki November 1, 2022
Use your loyalty program to collect consumer data and boost B2C sales this holiday season.
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Google’s Delay Is No Excuse: Prepare For Cookie Deprecation’s Impact On Paid Search

Nikhil Lai October 28, 2022
In July, Google delayed the death of third-party cookies … again. This delay gave marketers a false sense of security, despite other browsers blocking third-party cookies, Apple letting users opt out of IDFAs, and privacy bills mandating the use of cookie consent banners. Often, marketers focus on data deprecation’s impacts on paid social and programmatic […]
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Predictions 2023: Agency Culture — Both Superpower And Achilles’ Heel — Is About To Change

Jay Pattisall October 27, 2022
Marketing agencies’ infamous environment – both vibrant and toxic – is decisively undergoing a cultural makeover in how workers work.

Drive Engagement With Your Digital Experiences

A five-step breakdown of how to get customers to embrace new digital experiences.

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Meta Is Losing Itself In The Metaverse

Mike Proulx October 27, 2022
Toward the end of Meta’s Q3 earnings call, Mark Zuckerberg made an impassioned appeal to investors: “[It] would be a mistake for us to not focus on any of these areas [of the metaverse], which I think are going to be fundamentally important to the future […] People are going to look back on decades […]
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How Exploration Drives Breakthrough Digital Business Strategies

Peter Wannemacher October 26, 2022
A confluence of factors makes digital business inherently fast-moving. Systems of exploration can help digital business strategies evolve and drive growth. Learn more.
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Predictions 2023: Market Volatility Forces B2C CMOs To Play It Safe

Mike Proulx October 25, 2022

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