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
GenAI Is Rebuilding Search. And Google is Still Winning; Q1 2026 Search Revenue up 19% YoY.
Every tech cycle needs a good funeral: a villain to bury and a hero to crown. In GenAI’s version of the story, kill advertising (again) and Google (search) is dead. The plot is tidy: GenAI replaces searching, ads become obsolete, and the web finally escapes the “attention tax.” It’s a satisfying story. Clean. Moral. Wrong. […]
Blog
Spring Clean Your Customer Data For Consumer Personalization Programs
Every year, the arrival of spring brings open windows and blossoming trees. For many, it’s also time for spring cleaning. Whether you love or hate the spring clean, it’s an important ritual in ushering in the warmer seasons. This year, we recommend extending your spring cleaning ritual to your company’s customer data for consumer personalization […]
Keep The Momentum Going After CX Summit
Purchase tickets for CX Summit EMEA by 29 May and receive two complimentary Forrester research reports to help you turn AI‑driven CX ideas into confident action after the event.
Blog
Is “Surveillance Pricing” Good Business Or A Bad Idea?
Pricing Gets Personal At JetBlue A JetBlue customer posted on X: “A $230 increase on a ticket after one day is crazy. I’m just trying to make it to a funeral.” The airline replied, suggesting trying “clearing your cache and cookies or booking with an incognito window. We’re sorry for your loss.” The response went […]
Webinar
From Experience Scores To Revenue Impact: A Total Experience Playbook For Growth Webinar – APAC
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 21.
Blog
WBD Shareholders Say Yes
The real question has always been what comes next — i.e., whether the merger ultimately clears the higher regulatory and political hurdles that still stand between today’s vote and a deal close.
Blog
Tim Cook To Step Down As Apple’s CEO
Apple has announced that John Ternus, senior vice president of Hardware Engineering, will become Apple’s next CEO, effective on September 1, 2026. Tim Cook will step down from his current role and become executive chairman of Apple’s board of directors, marking the end of a distinguished career leading one of the world’s most beloved and […]
Blog
What The History Of Ad Agencies Tells Us About CMO Power: Order-Takers To Strategic Partners — And Back Again
A Love Story Older Than Television The tension between CMOs and advertising agencies didn’t start with AI, procurement, or any media disruption. And history makes one thing clear: Agencies only gain power when CMOs don’t — or can’t — fully exercise theirs. It’s embedded in the very origin of the advertising agency itself. To understand […]
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
Blog
Consumers Put A WBD-Paramount Merger On Probation
Following a dramatic and politically charged bidding process, Warner Bros. Discovery’s proposed acquisition of Paramount has entered its most consequential phase. On April 23, WBD shareholders will vote on whether to approve the deal — a decision that would further concentrate market power across film, TV, streaming, and news. At stake is the future of […]
Blog
Turn AI Distrust Into Customer Trust — And Win The CX Future
Consumer use of AI is growing, yet their trust in it remains low. That gives organizations a unique opportunity.
Blog
Americans Feel Miserable. Why Do They Keep Spending?
Consumer confidence languishes near historic lows, surveys drip with despair, and media narratives fixate on fragility. And yet, consumers open their wallets, and corporate profits roll in. This is not a passing contradiction. It is the defining paradox of today’s “pessimism economy.” Our new research — Down But Not Out: Growth Strategies For The Pessimism […]
Blog
Bye Bye Birdie: The Rise And Fall Of Allbirds
Powered by purpose and buoyed by splashy marketing, it seemed destined for greatness. But economics and profitability always have the final word.
Explore Forrester AI Access For Faster, Smarter Decisions
Forrester AI Access delivers clear, credible answers from proprietary research, reports, and data — helping teams validate direction and plan next steps with confidence.
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
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.
Build The Experiences AI Can’t
Purchase tickets for CX Forum East or West by June 12, and get two complimentary Forrester research reports on AI, trust, and customer experience — free with your ticket.
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.
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 […]
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