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.
Insights
Blog
The Next Wave: DSPs Become Omnichannel Ad Platforms
The conditions that sustained demand-side platforms (DSPs) are no more. Learn what's changed, and how we evaluated vendors in our recent Landscape report.
Podcast
California’s New AI Law, Anthropic’s Latest Model, B2C Advertising Options
Principal Analyst Alla Valente breaks down California’s new AI law, VP and Research Director Chris Gardner discusses the impact of AI models on software development roles, and Principal Analyst Nikhil Lai reviews Best Buy’s “in-store takeover” advertising offering.
The Countdown To 2026 Predictions Has Begun
Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.
Blog
The Future Of GenAI For Visual Content
Learn how visual AI technologies will enable businesses to engage responsively with customers and consumers in the next two to five years.
Blog
Are You Running Consumer Personalization Programs? We’d Like To Hear From You!
Consumers are increasingly skeptical of personalized interactions, yet marketers see them as vital to success. Our latest research explores how B2C organizations are designing personalization programs that balance customer needs with internal strategy, data, and technology. If you’re involved in personalization efforts, we invite you to share your insights.
Blog
Predictions 2026: Europe’s Push For Simplification And Sovereignty Won’t Dislodge US Tech Dominance
Despite a desire to reduce dependencies on non-European firms, a break from the tech giants will be impractical in the near term. Learn what else we foresee for Europe in the year ahead.
Blog
Zero-Click Search Comes For Checkout: Agentic Commerce Automates Retail’s Next Frontier
Agentic commerce is spreading as OpenAI launches Instant Checkout offering shoppers conversational shopping from curiosity to checkout without redirecting consumers to merchants’ sites. Find out what this means and how B2C marketers are responding in this post.
Blog
Ensure That Your Consumer Personalization Vision Is 20/20
Clients often ask us, “What are personalization best practices?” But depending on the organization, the word “personalization” can mean very different things. Personalization is multifaceted and needs a qualifier such as personalization initiatives, personalization programs, personalization capabilities, personalized tactics, personalized interactions, personalized moments, consumer personalization, or business personalization. Forrester defines personalization as: The use of a […]
Cut Through CX Tech Noise And Buy Smarter
Stop wasting money on tools you don’t need. Learn how to use Forrester’s function-first framework to align CX tech with business goals, avoid overspending, and drive real results.
Blog
Predictions 2026: Marketing Agencies Resign Their Agency
By the end of the coming year, marketing agencies will have materially changed. For CMOs, agencies will no longer act solely as your agents but also as owners of solutions, resellers of technology partnerships, and developers of emerging capabilities.
Blog
AI: Our Modern-Day Cyrano
Like Cyrano, AI often acts as the unseen ghostwriter, strategist, or partner, offering insights or phrasing that feel more articulate and persuasive than our own. But, as in the play, this arrangement introduces social complexities, ethical dilemmas, and maybe even heartbreak.
Blog
The Odyssey Ahead: B2C Marketers, Prepare Now For Agentic AI
Just as marketers started experimenting with new genAI features when they emerged, agentic AI has arrived — and signals the next round of transformative marketing capabilities.
Blog
Meta’s Recent Shops Ads Controversy Reinforces The Need For Transparency In Marketing Measurement
In an ideal world, marketers have constant access to industry-leading tools and knowledgeable experts that provide transparent and accurate measurement, connecting every marketing activity to real, measurable business outcomes.
Get Trusted Advice — In Seconds
AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.
Blog
Marketers Are In Their AI Era (And It’s Not Ending Anytime Soon)
Through all the uncertainty this year, one constant persists: AI adoption and its potential to reshape B2C marketing as we know it. Find out how in this preview of a new survey and report.
Blog
TikTok Lives To See Another Day
The US and China have a deal framework to divest US TikTok from ByteDance. One big question around this deal has been whether the algorithm would come with the sale. Learn the details in this review of the deal, including how it may impact US users and advertisers.
Blog
The Top Five Initiatives For B2C CMOs In 2026
It’s that time of year — when we examine what’s top of mind for B2C CMOs in the US as they plan for the upcoming year. 2026 brings a renewed focus on CX and customer loyalty while AI hype starts to shape into real AI capabilities. Forrester’s Q3 2025 CMO Pulse Survey provided a list […]
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Podcast
Defining AGI, Measuring AI Search, Agency Swirl Continues
Are you wondering about the emerging technologies and shifting market dynamics that might shape your strategy for 2026 and beyond? Then this episode is for you. Get a detailed look at how three big shifts could dramatically impact plans and strategies for the year ahead (and get a preview for one of our upcoming 2026 Predictions reports, to boot).
New For 2026! 2026 CX Budget Planning Guide + Workbook
Stop guessing — start planning! Learn where to prioritize CX tech, partner smarter, use AI for scalable results, and prove ROI with actionable insights, benchmarks, and templates for 2026 success.
Blog
Meta Connect 2025: AI Glasses Make A Mark
The smart glasses category remains niche, but expect competition to heat up soon.
Blog
Rewind And Fast-Forward TV Advertising
One of advertisers’ greatest challenges with TV advertising is “streaming TV’s high CPMs,” according to Forrester’s Q2 2025 CMO Pulse Survey. Find out why TV advertising’s sellers benefit at TV buyers’ expense and how consumers are caught in the middle.
Blog
The Remedy That Wasn’t: Answer Engines Outpace Antitrust Law
To remedy Google’s monopoly in search, Judge Amit Mehta ruled that Google merely has to share limited search data with rivals and stop making exclusive deals for Google’s preferential placement on devices. Find out what this means for marketers.
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