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
Bye Bye Birdie: The Rise And Fall Of Allbirds
Once, Allbirds was a “direct-to-consumer” darling. Powered by purpose and buoyed by splashy marketing, it seemed destined for greatness. Then a pesky little thing called economics got in the way, and a company once valued at $4 billion went for a fire-sale price of $39 million, relegated to the purgatory of a “brand management” firm […]
Blog
Omnichannel Ad Platforms: The Future Beyond DSPs
The market for omnichannel demand-side platforms (DSPs) has reached its limit. Pioneers like The Trade Desk and its erstwhile rivals — including the likes of MediaMath, Rocket Fuel, TubeMogul, Turn, and Xandr — grew by accelerating cross-channel media planning, buying, and optimization. Now, DSPs’ core capabilities are very mature and highly automatable. Vendors focused primarily […]
Webinar
From Experience Scores To Revenue Impact: A Total Experience Playbook For Growth Webinar
Learn how Forrester’s total experience model elevates brand and CX strategy by revealing the drivers behind acquisition, retention, and revenue. Join the live webinar on May 12.
Blog
CMOs’ “AI Creative Leap”: From Making Ads To Designing Meaning
As AI absorbs execution at scale, creativity returns to its highest value. The brands that win will automate production while doubling down on insight, narrative, and the judgment that protects meaning.
Blog
Apple Turns 50. Now Comes The Reckoning.
Milestone anniversaries invite reflection when what's required is foresight. Apple is at a crossroad — and the way forward may require challenging some of the very principles that have made it so successful.
Blog
Starbucks’ Loyalty Program Upgrade Felt Like A Downgrade — Here’s Why
Starbucks’ recent rewards program update should have been a brand win — instead, it triggered a wave of frustration. Loyalty marketers can learn from the missteps.
Unlock The Missing Link Between CX Improvements And Growth
Join Forrester live to learn about the Total Experience Score — a unified view of brand and customer experience that helps you target the fixes driving ROI impact
Blog
Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Have Forrester On Their Side
Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]
Blog
When Fixing Security Vulnerabilities Breaks Your Customer Email Program
In January 2026, Salesforce changed how its Marketing Cloud Engagement platform encrypts tracked email links. The fix addressed a vulnerability that could have exposed CloudPages content, such as landing pages, microsites, forms, subscriber data from preference and unsubscribe centers, and email content via web view links. But the fix created a new problem: All tracked […]
Blog
It’s “Grow-Time” For Omnicom Group And Its Customers
Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]
Blog
Build The Experience AI Can’t: Announcing Forrester’s 2026 CX Events
As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.
Blog
What Consumers Actually Think About Ads In ChatGPT
Anthropic is betting that ads in ChatGPT specifically will ignite a change in consumer behavior. Consumers, for their part, think differently.
Build The Experiences AI Can’t — Here’s How To Differentiate On Trust
CX, B2C marketing, and digital leaders: AI can automate journeys, but trust needs intent, identity, and context. Build the human foundation at Forrester’s 2026 CX events.
Blog
From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
Blog
Is A Super Bowl Ad Worth It? That’s The Wrong Question.
Perhaps a more productive question is: What kind of brand is a Super Bowl ad right for?
Blog
This Valentine’s Season, Gift V-For-Value With Personalization Tactics They’ll Actually Love
With that love/hate Valentine’s holiday around the corner, retail America tells us it’s time to let the people in your life know you care about them. Valentine’s Day gift staples like flowers or chocolate may be the standard. But gift-givers who assume that their loved ones want these commonplace offerings may end up falling flat. […]
Blog
A Front-Row Seat To Marketing Measurement’s Main Stage
I love festivals. Some of my favorite memories come from attending Lollapalooza, Coachella, SXSW, and Edinburgh Fringe. The chance to see the best and the newest in a field in one place and at one time is an invigorating thrill. Although some events award prizes, that isn’t the main objective. Instead, their primary purpose is […]
Blog
The State Of GenAI And Consumers For 2026
Over the past three years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still the most popular tool among genAI users, followed by Google’s Gemini and well ahead of Meta AI or Microsoft Copilot. Personal use cases currently trump professional ones. GenAI Is Poised To Grow […]
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
Blog
Multiply B2B Growth: Why Your Ideal Customer Profile Alone Isn’t Enough
If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.
Blog
TikTok Seals The Deal With New US Joint Venture
The platform's staying power proves just how embedded it is in US culture. But is the new deal a win for consumers, creators, and advertisers?
Blog
How AI Raises The Stakes For CMO-CIO Collaboration
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]
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