Predictions 2021: B2C Marketing in a Pandemic

October 23rd, 2020

Stephanie Liu Senior Analyst

David Novitzky

With contributors:

Mary Pilecki , Cole Walsh

Summary

While the COVID-19 pandemic may be temporary, some trends surfaced by COVID-19 will continue to have an impact on B2C marketing well into 2021. B2C marketers will spend 30% more on loyalty and retention efforts, and messaging to reassure and reengage customers will drive a 40% spike in email and mobile message volume. Long-term changes in customer behavior, such as relocating from urban to nonurban areas, will further drive shifts in marketing strategy. In this report, we explore Forrester’s predictions for B2C marketing in 2021.

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