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

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Marketing Efficacy And Operations Hinge On Marketing Resource Management

Jessica Liu 1 day ago
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]
Blog

Meta Pixel Fiasco Underscores Why Marketing And Risk Must Work Together

Stephanie Liu 4 days ago
Meta is no stranger to bad press, but the latest headlines about Meta’s tracking pixel are (for once) not entirely its fault. Rather, companies are unintentionally yet inappropriately sharing users’ data with Meta and other third parties, such as data brokers and mobile attribution vendors. This includes the federal student financial aid program FAFSA sending […]

Drive Engagement With Your Digital Experiences

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

Blog

Despite The Hype, Most Consumers Still Don’t Know About The Metaverse

Mike Proulx August 2, 2022
Fewer than one-quarter of US survey respondents are familiar with the metaverse — and even early tech adopters aren't sure what exactly it is. Explore these and other findings from our recent survey.
Blog

Next On The Data Deprecation Docket: Location Data

Stephanie Liu August 1, 2022
As FTC scrutiny grows, location data could be next on the data deprecation chopping block. Here's what marketers need to know.
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Port In The Storm: Takeaways From Amazon’s Q2 2022 Earnings

Nikhil Lai July 29, 2022
For B2C marketers, Amazon's latest earnings report yielded insights on advertising, e-commerce, and more.
Blog

Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)

Emily Collins July 28, 2022
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
Blog

Alphabet’s Profit Falls, But Advertisers Are Sticking With Search

Nikhil Lai July 27, 2022
Here, we break down three key takeaways from Alphabet’s Q2 2022 earnings release and call and what they mean for B2C marketers.
Blog

Adopt A New Media Analytics Equation To Measure Omnichannel Customer Behaviors

Tina Moffett July 25, 2022
Pandemic-induced shifts in consumer behavior resulted in a burst of content consumption across emerging platforms — from connected television to streaming radio and beyond. B2C marketers quickly shifted budgets toward these more trackable media channels in efforts to quickly capture the attention — and dollars — of prospective customers. But a new challenge emerged: Relic […]
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The Intelligence Revolution Takes Hold In Marketing Creativity

Jay Pattisall July 25, 2022
The rise of data intelligence in the creative process will be as transformative as the creative advertising revolution of the 1960s.
Blog

A Federal Privacy Law? What Marketers Need To Know

Stephanie Liu July 21, 2022
We've broken down the US's first comprehensive consumer privacy bill and what the American Data Privacy and Protection Act means for marketers.
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Prime Day 2022: How 115 Retailers And Brands Competed With Amazon This Year

Nicole Murgia July 14, 2022
Many retailers and brands piggybacked on Amazon's big event this year. Learn what our analysis of this retailer activity revealed.
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Why Netflix Chose Microsoft In Its Bid To Enter Advertising

Joanna O'Connell July 14, 2022
The speculation has been swirling for months that Netflix was getting into the ad business. We’ve long seen this as necessary for Netflix and have been clear about the upside, so no big shock there. What is notable is the news that Netflix chose Microsoft as its adtech partner. Why Microsoft? Microsoft’s acquisition of Xandr, […]

Design Better Chatbots

Here's how to create chatbots that customers will love.

Blog

For CPG Marketing Leaders, Customer Obsession Means Driving Category Growth

Eric Epstein July 13, 2022
“The consumer is our boss.” This statement is at the core of a defining principle at my former employer, Mars, and the spirit of this idea is similarly at the core of many B2C companies’ operating philosophies. Forrester calls putting the customer at the heart of everything you do “customer obsession,” and it’s proven to […]
Blog

Economic Uncertainty: Here’s How Consumers Are Responding

Anjali Lai July 13, 2022
The economic turmoil trailing in the wake of the COVID-19 pandemic is roiling. CMOs cannot simply dust off their recession playbooks from years past and expect to understand — let alone serve — customers today: The unique combination of social, economic, and political tensions in this moment will shape when, where, and why consumers are […]
Blog

Media Is The Flywheel For Integration And Growth

Jay Pattisall July 13, 2022
Are Integrated Agency Relationships The Way Of The Future? Many indicators point to “yes.” CMOs Want Integration Intrigued by the potential lift from integrated marketing solutions, CMOs are changing the nature of their agency relationships to be more connected and improve marketing impact. Our research shows that nearly two in five CMOs will restructure their […]
Blog

Metaverse-Like Experiences: Is Novelty Enough? A Look At ESPN’s Fifty/50 World

Julie Ask July 8, 2022
ESPN Edge built the interactive, 3D environment Fifty/50 World to celebrate 50 years of Title IX. Learn what a Gen X consumer — and a sophisticated 13-year-old user of online 3D immersive gaming and entertainment platforms — thought of the experience.
Blog

Announcing The Forrester Wave™: Global Adobe Services Partners, Q3 2022

Xiaofeng Wang July 7, 2022
I’m pleased to announce our recently published The Forrester Wave™: Global Adobe Services Partners, Q3 2022. In our 23-criterion evaluation of global Adobe services partners, we identified the 10 most significant ones — Accenture, Capgemini, Cognizant, Deloitte, dentsu, IBM, Infosys, Publicis Groupe, Tata Consultancy Services (TCS), and WPP — and researched, analyzed, and scored them […]
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Firms Struggle To Embed Sustainability In Customer Journeys

Thomas Husson July 5, 2022
Many CX pros miss the sustainability opportunity. Read examples of companies embedding sustainability at different customer journey stages.
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The Customer Lifecycle Is The Design Muse To Accelerate Your Journey To Customer Obsession

Lori Wizdo June 29, 2022
Learn how the Forrester Customer Lifecycle Framework helps B2B and B2C business leaders — enterprisewide! — calibrate what are too often internally focused processes instead of the customer’s process and perspective in order to become more customer-obsessed.
Blog

The EU Strikes Again As A Global Leader In Mindful Media: Updated “Code Of Practice On Disinformation”

Kelsey Chickering June 28, 2022
The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.” Forrester’s research shows that the monetization of disinformation is a vicious cycle in which the ad supply chain infrastructure supports and funds — often inadvertently — the spread […]
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