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

Employer Branding Is Marketing’s New Frontier

Dipanjan Chatterjee 6 days ago
As attracting and retaining talent becomes ever more challenging, employer branding is moving to the top of the CEO’s agenda. CMOs have a vital role to play.
Blog

Top Five Most Critical CMO Priorities For B2C Brands

Mike Proulx 6 days ago
Today, we have fresh data from Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022 — a cross-industry survey among 153 US B2C marketing executives, VP and above, at brands with at least 500 employees. We provided a list of 13 trending marketing priorities and asked respondents to indicate the degree to which each is a […]

Drive Engagement With Your Digital Experiences

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

Blog

The Entire Ad Supply Chain Is At Fault For Disinformation

Kelsey Chickering 6 days ago
Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]
Blog

As The Abortion Debate Ramps Up, Companies Must Support The Diverse Needs Of Their Employees And Customers

Katy Tynan May 10, 2022
The Supreme Court’s leaked draft opinion on Roe v. Wade has intensified calls for brands to respond to the abortion debate. But your primary focus should be on your employees and your customers.
Blog

The End Of An Era: Moving Beyond The One-Size-Fits-All Marketing Cloud

Joe Stanhope April 28, 2022
Learn how marketing clouds are embracing a platform strategy and specializing across marketing, customer experience, and data & analytics.
Blog

The Top Three Solutions In B2C Commerce In 2022 — Each Holds A Unique Position In The Market

Emily Pfeiffer April 28, 2022
The Forrester Wave™ for B2C Commerce Solutions surfaced a significant shift in the market, which we predicted but did not expect to see so quickly or so clearly.
Blog

Recent Changes In The Media Measurement Landscape Raise Advertiser Expectations

Tina Moffett April 27, 2022
There’s a NASCAR-style race happening in the world of media measurement: Which media measurement platform will be the first to secure the most partners, the most investments, and the most capabilities in time for the newfronts and upfronts? The newfronts and upfronts are annual events where television networks and tech giants dramatically unveil their new […]

Drive Transformational Change

With CX EMEA, transform your customer experience and help your organization grow. Join in London or virtually on 22—23 June.

Blog

Spotify Rebounds From #DeleteSpotify

Kelsey Chickering April 27, 2022
The Joe Rogan controversy that rocked Spotify this February now feels like a hiccup on the company’s ascension to top global streaming audio platform. As of January 2022, Spotify commanded the largest global market share of streaming audio services at 31%, which is close to double that of Apple Music (15%). All signs point to […]
Blog

Twitter: Elon’s Battle Over Free Speech Is A Fight Against Content Moderation

Mike Proulx April 25, 2022
What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.
Blog

You’re Probably Greenwashing, But You Don’t Know It

Thomas Husson April 20, 2022
Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]
Blog

Values-Motivated Consumers Make Up 18% Of The US Buying Population

Dipanjan Chatterjee April 13, 2022
Today, like never before, a new social consciousness permeates commerce. Consumers are vocal about their social positions, and they pledge to stand firmly behind companies that do the right thing while threatening to chastise those that do not.
Blog

Join Us At CX North America To Keep Your Business Out In Front

Melissa Parrish April 13, 2022
At CX North America on June 7-9, we’re going to help customer experience professionals, B2C marketers, and digital business leaders embrace new risks, develop bold customer strategies, and execute faster than you ever thought possible.

Design Better Chatbots

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

Blog

Ethical Marketing Is Never An Easy Business Decision: Join Me At CX APAC 2022

Xiaofeng Wang April 6, 2022
Implementing a successful ethical marketing strategy requires careful balancing of customer value and business value. Join me at CX APAC to learn how.
Blog

Women’s History Month Masked A Hidden Pandemic

Dipanjan Chatterjee April 6, 2022
Brands were quick to voice their support for Women's History Month and International Women's Day. Yet true support demands more than performative tweeting.
Blog

Consumers Crave Authenticity, And CMOs Can Deliver

Anjali Lai April 5, 2022
As the age of misinformation and slew of dubious corporate claims threaten consumers’ trust in brands, consumers are desperate for authenticity. While conventional wisdom suggests that authenticity means “being yourself,” that quickly breaks down when CMOs translate the sentiment into action. In our new report, The Algorithm Of Authenticity, we synthesize consumer data, industry case […]
Blog

Marketing Growth Will Accelerate In The Post-Pandemic Era

Brandon Verblow March 31, 2022
Marketing’s shift to digital and its importance in a rapidly changing world will accelerate marketing investment. But growth will vary by industry.
Video

There Is No Metaverse Today, But Be Prepared

Mike Proulx March 29, 2022

Blog

Do QR Codes Right — Here’s How

Julie Ask March 29, 2022
Fueled by industry and pandemic forces, QR codes have shot onto the scene at every stage of the CLC. Our recently published research, which includes an analysis of over 125 QR codes, highlights several best practices Brands should use when they implement QR codes into their strategy.
Blog

The State Of Marketing Talent In Asia Pacific In 2022: Call For Survey Participation

Xiaofeng Wang March 21, 2022
According to Forrester’s Marketing Survey 2022, talent will be among Asia Pacific (APAC) marketing decision-makers’ top challenges over the next 12 months:  26% considered limited marketing headcount as a top challenge. 22% considered difficulty in recruiting marketing talent as a top challenge. 17% considered employees not having the right skills as a top challenge. To […]
Blog

Choosing An Advertising Platform For Your B2B Business

John Arnold March 15, 2022
Should you choose a B2C-focused advertising platform to advertise to consumers and a separate B2B-focused advertising platform to advertise to business buyers? Or, are there advertising platforms that can do both and do it well enough to cover the range of B2C and B2B use cases across your company?
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