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
TikTok Seals The Deal With New US Joint Venture
On January 22, the primarily American‑owned TikTok USDS Joint Venture LLC finalized a deal with ByteDance to create a new US TikTok. MGX, Oracle, and Silver Lake will hold about 45% of US operations, while ByteDance retains just under 20%. The joint venture will oversee US data security, algorithm, and software assurance, as well as […]
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 […]
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Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated.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
Brand Safety Essentials: Protection Meets Performance
Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.
Blog
Demystifying Latent Demand
In 1978, there was little to no evidence that people longed for a device to let them wander around playing cassette tapes through headphones. In 1997, there was little to no evidence that people were hankering for a company to send them DVDs by mail. And in the early aughties, there was little to no […]
Blog
The Truth About Principal Media
Love it or hate it, principal media is a necessity for agencies, advertisers, and publishers grappling with revenue and budget uncertainty.
Blog
Four Takeaways On The State Of Social Suites
Social suites are now a critical part of the martech ecosystem, ranking as one of the top three marketing technologies used by organizations. Once simple social media management tools with light social listening features, these platforms have evolved into unified solutions that go well beyond those capabilities. Forrester now defines social suites as: Platforms that […]
Blog
Navigate 2026 With A Measurement-Centered Marketing Culture
A measurement-driven culture builds confidence and allows for pivots when needed. Learn three key tenets of this type of culture.
Plan Smarter, Attend Together
Join CX Summit EMEA 2026 with our 2-for-1 offer. Bring a teammate, maximize your budget, and get the insights you need to shape customer strategy and drive impact in 2026.
Podcast
Women In Security, Holiday Shopping Trends, AI Agents In Content
Happy New Year! We kick off 2026 by unpacking lessons from 2025 and what they signal for the year ahead. This episode brings together security, marketing, and content leaders’ perspectives so you can act with confidence.
Blog
Consumers Care About The Green Behaviors Of Companies They Buy From
Economic headwinds, environmental science backlash, and increased political polarization — including around climate change — are slowing the dynamics of the green transition.
Blog
Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
Blog
The Tale Of Turmoil Ends: US TikTok Set To Divest In 2026
Timed perfectly with the first US-based TikTok Awards, TikTok signed an agreement to divest US TikTok. This deal, reportedly valued at around $14 billion, will divest US TikTok to a joint venture of primarily American investors. Learn the details and what questions brands should be asking.
Blog
Podcasts Go From Niche Audio Format To Media Powerhouse
Podcasts are having a moment (that will last). Once considered a subset of streaming audio, podcasts have evolved well beyond that. This content now spans audio, social media, and — very importantly — video. Netflix just announced a deal with iHeartMedia to bring 14 video podcasts to Netflix in 2026. Netflix also made a deal […]
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
Prédictions 2026
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prédictions que Forrester anticipe pour l’année qui vient. Début 2025, j’en avais partagé une dizaine ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – en a analysé la pertinence en revenant de manière objective sur celles […]
Blog
Semantic Shelf: The Dynamics Of Commerce Across Answer Engines
Black Friday and Cyber Monday shed light on how answer engine use affects shopping. Brands need to get ready.
Podcast
SolarWinds’ Lessons For CISOs, AI In B2B Sales, Shopping In Answer Engines
The holiday season is in full swing, and as retailers vie for consumer dollars, some of the biggest ones are branching out to answer engines like ChatGPT and Perplexity. In this episode, we describe what that experience looks like now and what brands should do in response. We also look at the lasting implications of a high-profile legal case for CISOs and the state of AI in B2B sales.
Blog
Key Takeaways From The Forrester Wave™: Loyalty Platforms, Q4 2025
The latest edition of our loyalty platform vendor evaluation, “The Forrester Wave™: Loyalty Platforms, Q4 2025,” reveals how the loyalty platform market continues to evolve to meet the growing demand to profitably retain the best customers with personalization at every touchpoint, relevant engagements, and differentiated experiences.
Blog
Six Months In: What 2025 Taught Me And Why I’m Fired Up For 2026
2025 has been a year of learning, listening, and building momentum. From packed workshops to powerful storytelling, our events sparked connection and action across industries. Now, we’re raising the bar for 2026 with a bold promise: ideas into action. Here’s what we learned — and what’s next.
APAC B2C Leaders: Watch 2026 Predictions On Demand
Missed the live event? Watch the replay to uncover Forrester’s 2026 predictions for APAC B2C marketing, CX, and digital — and learn how to lead with trust, transparency, and measurable impact.
Blog
Creator Strategy Is A Core Strategy This Season
Social media’s influence is stronger than ever. Brands that want to resonate with younger audiences must put creator strategy front and center.
Blog
Bolster Your B2C Marketing Operations Function With This Step-By-Step Blueprint
As consumer marketing grows more complex in the age of AI, B2C marketing operations must evolve to provide structure, efficiency, and governance. Our new initiative blueprint offers a step‑by‑step framework to help marketing leaders establish purpose, define remit, and leverage technology to strengthen their operations function.
Blog
Forrester Analyst Takes For Digital Content In 2026
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
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