Summary
B2C marketing organizations typically focus on driving tool usage with an activity-based definition that measures whether and how often end users log in to the tools or enter data. While the number of logins is a tangible usage indicator, it’s not evidence of usefulness or meaningful adoption. The focus must change to promoting end-user adoption that recognizes and leverages the value that can be gained from technology investments. In this report, we apply Forrester’s technology adoption spectrum to B2C martech investments and describe the five stages in the journey to end-user adoption.
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