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
Act On Real-Time Insights With A Consumer Intelligence Platform
As media consumption becomes more fragmented and emerging formats gain traction, marketers face challenges in tracking consumer feedback, opinions, and sentiment across multiple data sources in real time. This growing need for a unified view of the consumer and faster insights is being answered by consumer intelligence platforms. What Are Consumer Intelligence Platforms? As social […]
Blog
From Prompts To Presents: The Marketer’s Guide To Answer Engine Optimization
Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.
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.
Blog
SEO’s Hype-Fueled Move To The Center Of The Marketing Mix
AEO is significantly, but not fundamentally, different from SEO. Find out how the practices are aligned and where they have differences in this preview of an upcoming report.
Blog
Announcing The Forrester Wave™: Digital Experience Platforms, Q4 2025
You’re already feeling it. Each vendor’s site is a live demonstration of its platform’s capabilities. Optimizely leans into experimentation-led personalization; Adobe’s Experience Platform is orchestrated with precision; Salesforce blends CRM depth with conversational interfaces; Sitecore showcases agentic flows that guide content and conversion. These aren’t static pages. They’re dynamic systems that anticipate your needs, route […]
Blog
How To Master Answer Engine Optimization
Consumers’ rapid shift to natural language and adoption of multimodal search, the voracity of answer engines’ bots, and answer engines’ ability to fill the top of the funnel require marketers to significantly adapt content, technical, and measurement practices. But how? Get answers to the three most frequently asked questions we get from clients around answer engine optimization.
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Predictions 2026: Smaller Players Emerge Through Cracks In Media’s Triopoly
For years, the Google, Meta, and Amazon triopoly has dominated media budgets — but that dominance is under threat. Learn how the media and advertising space will evolve in the year ahead.
Blog
Six Steps To Create Intentional Consumer Personalization Programs
Most organizations struggle to deliver relevant and valuable moments that resonate with their target audiences. To succeed, organizations must better understand consumer appetite for personalized interactions, define a vision, develop a strategy, audit their data, coordinate technology, and have a measurement plan.
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
Adobe’s Firefly Foundry Reveals A Creative Technology Split Screen
Adobe's new managed service offering bucks a growing self-service trend and elevates the human element in AI development.
Blog
Predictions 2026: Consumers Find Connection In Unexpected Places
In 2026, consumers will crave connection beyond the traditional sources. In the year ahead, they will seek out offline connections while making synthetic friends. Find out more in our 2026 predictions for consumers.
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.
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.
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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.
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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.
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.
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.
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