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
LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back
For decades, B2B companies have viewed localization as an operational necessity to translate words, keep websites up to date, and support global product launches. That outdated view doesn’t hold up anymore. Businesses today need to evolve localization in the age of AI. Find out how in this review of the recent LocWorld54 conference.
Blog
Health Insurers: Messaging Around Profit Status Isn’t Money Well Spent
Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? Find out in this analysis.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Prévisions 2026: les directeurs marketing se préparent sans battre en retraite
L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.
Blog
Predictions 2026: CMOs Hunker Down But Don’t Retreat
B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.
Blog
Retailers: Holiday 2025 Is Here!
Retailers: Jump into the 2025 holiday season with Forrester’s holiday planning insights and key takeaways in this blog.
Blog
TwitchCon 2025 Revealed The Power Of Community
As I walked into my first TwitchCon at the San Diego Convention Center this past weekend, I didn’t know what to expect. Maybe I would see hordes of young men playing games on their phone or participating in e-sports competitions. Maybe I would see everyone doing cosplay. Yes, there was some of that. What I […]
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.
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.
APAC B2C & CX Leaders: Unlock 2026 Predictions For AI, Trust, And More
AI hype is fading. Consumer trust is shifting. Join us live on January 22 as Forrester analysts reveal 2026 predictions for APAC—and why trust and transparency will be key to winning loyalty.
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 […]
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.
Join Us Live! 2026 B2C Marketing, CX, & Digital Predictions Webinar
AI hype is fading. Consumer trust is shifting. Join us live on January 21 to deep-dive into our 2026 predictions. Discover how to lead with transparency, relevance, and measurable impact.
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.
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.
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