Predictions Report

Predictions 2017: The Dawn Of ‘Less Is More' In Marketing

In A Post-Digital World, Marketers Will Prioritize Quality Experiences Over Quantity Of Advertising

November 3rd, 2016
With contributors:
Mary Pilecki , Stephanie Liu , Carlton Doty , Melissa Parrish


"Less" is not in the modern B2C marketer's lexicon. The easiest way to reach fragmented audiences has long been "more": more ads in more places with more frequency — until now. With frustrated consumers blocking ads, Forrester predicts that in 2017, marketing will tip away from volume-based advertising strategies toward quality experiences across the entire customer life cycle. Expect this rebalancing to affect everything from technology to organization.

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