Trends Report

Combine Systems Of Insight And Engagement For Contextual Marketing

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


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.

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