Trends Report

Combine Systems Of Insight And Engagement For Contextual Marketing

April 20th, 2016
With contributors:
Mary Pilecki , Srividya Sridharan , Arleen Chien , Laura Glazer

Summary

The marketing technology landscape has changed dramatically since Forrester first charted it in 2007. What's new in 2016? Marketers' sophistication, ever-changing customer expectations, and continued vendor consolidation are driving the need to assemble contextual marketing engines based on systems of insight and engagement. This report helps B2C marketers understand the various enterprise marketing technologies required to drive customer-obsessed marketing. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new categories of enterprise marketing technology.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.