Trends Report

The Future Of Omnichannel Advertising Must Be Customer Obsessed

November 8th, 2019
Joanna O'Connell, null
Joanna O'Connell
With contributors:
Brigitte Majewski , Melissa Parrish , Jim Nail , David Novitzky , Christine Turley


Advertising is a decades-old revenue engine for brands, but it’s gone off the rails in an era of data and technology obsession. Consumer attitudes toward advertising are highly variable, but brands have no idea of this and ignore this critical dimension in their advertising. Little understanding of consumer ad sentiment and too much short-term thinking has led to a crisis in consumer ad experience and threatens brands’ business growth. This research will help B2C marketers determine what steps to take to get back on track.

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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.