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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report Now Tech: Social Suites, Q1 2021

    Forrester's Overview Of 15 Social Suite Providers
    March 25, 2021 | Jessica Liu, Sarah Dawson

    You can use social suites to consolidate many of your social media needs into a single cohesive platform that integrates into a broader enterprise technology ecosystem. But to realize these...

  • Report Q&A: The Marketer's Guide To SMS

    So You Want To Set Up An SMS Marketing Program. Here's What B2C Marketers Should Know
    March 3, 2021 | Stephanie Liu

    SMS offers opportunities for B2C marketers to communicate directly with customers in a highly engaging format. However, it's also a unique message format that requires additional consideration...

  • Report The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook
    February 26, 2021 | Fatemeh Khatibloo

    In the age of internet-connected devices, with cameras everywhere and sensors in our most private spaces, privacy is essential for earning and maintaining consumer trust. Context is key —...

  • Report Understand Your Customers To Build Trust: Forrester's 2020 Consumer Privacy Segmentation

    Landscape: The Customer Trust And Privacy Playbook
    February 5, 2021 | Fatemeh Khatibloo, Stephanie Liu

    As the privacy landscape evolves, consumers are more aware than ever that companies collect and use their personal data for marketing and advertising purposes. B2C marketers must understand their...

  • Report Know Your Social Media Audience In 2021 — And If They Want To Interact With You

    Landscape: The Social Marketing Playbook
    January 29, 2021 | Jessica Liu, Sarah Dawson

    The question B2C marketers should be asking is not whether consumers use social media but how best to use social media to interact with consumers. Forrester's new social consumer segmentation...

  • Report Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future

    Vision: The Marketing Measurement And Insights Playbook
    January 5, 2021 | Tina Moffett, Jim Nail

    Statistical analytic techniques used for marketing performance measurement give marketers the confidence to be more accountable for the ROI of their spending. Unified marketing measurement is...

  • Report Marketing Measurement Morphs Into Insight-Driven Marketing

    Executive Overview: The Marketing Measurement And Insights Playbook
    December 18, 2020 | Tina Moffett

    Marketers must shift their attitude toward measurement from passively reviewing post-campaign reports to proactively analyzing results and optimizing future marketing and business plans. To do...

  • Report The Future Of Enterprise Marketing Technology

    Vision: The Enterprise Marketing Technology Playbook
    November 25, 2020 | Joe Stanhope, Rusty Warner

    Enterprise B2C marketers have invested heavily in marketing technology (martech) to deliver contextually relevant customer engagement. But to stay ahead of the curve, firms need to rethink their...

  • Report Make Privacy A Competitive Differentiator

    Executive Overview: The Customer Trust And Privacy Playbook
    November 13, 2020 | Fatemeh Khatibloo

    Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data — failure to respect...

  • Report How To Make Sense Of Martech Mayhem

    A Reference Guide To Help Assemble Your Martech Ecosystem
    October 19, 2020 | Rusty Warner

    B2C marketers must integrate enterprise marketing technology (martech) components from multiple vendors to assemble their own unique ecosystems. Working with enterprise marketing software suite...

  • Report The Financial Payback For Marketing Measurement

    Business Case: The Marketing Measurement And Insights Playbook
    August 28, 2020 | Jim Nail

    As marketers are increasingly held accountable for the financial returns of their efforts, they need sophisticated measurement that accurately apportions credit to the myriad touchpoints in a...

  • Report The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

    Tools And Technology: The Enterprise Marketing Technology Playbook
    July 30, 2020 | Mary Pilecki, David Novitzky, Jessica Liu

    Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents an analysis of the maturity and...

  • Report Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook
    July 24, 2020 | Emily Collins

    If you're serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires strategic alignment, deliberate planning,...

  • Report Q&A: What Marketers Need To Know About Social Media Consumer Segmentation

    Social User Data Allows Marketers To Build Novel Segments For Uniquely Relevant Insights
    July 22, 2020 | Ryan Skinner

    Social media data, in the form of profiles, connections, likes, shares, and posts, can be the raw material for remarkably relevant marketing. The data serves as a map to consumers' preferences,...

  • Report Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook
    July 17, 2020 | Jessica Liu, Melissa Parrish

    B2C marketers struggle with today's web of social media marketing technologies. The complexity of options, along with use cases that don't always line up with technology capabilities, adds to the...

  • Report Now Tech: Social Listening Platforms, Q3 2020

    Forrester's Overview Of 25 Social Listening Platform Providers
    July 9, 2020 | Jessica Liu

    You can use social listening platforms (SLPs) to measure brands' social media efforts, conduct market research, and propel product innovation. But to realize these benefits, you'll first have to...

  • Report Now Tech: Mobile Engagement Automation, Q2 2020

    Forrester's Overview Of 25 Mobile Engagement Automation Providers
    May 21, 2020 | Stephanie Liu, Joe Stanhope

    You can use mobile engagement automation (MEA) to identify the right moments to engage with customers, send contextually relevant messages, and engage with customers across the entire customer...

  • Report It's OK To Break Up With Social Media

    Vision: The Social Marketing Playbook
    May 13, 2020 | Jessica Liu

    In the last decade, social media has become a quagmire of marketers competing for consumers' attention. Instead, consumers should lead the conversation — as social media was originally intended. We...

  • Report Now Tech: Real-Time Interaction Management, Q2 2020

    Forrester's Overview Of 42 RTIM Providers
    April 30, 2020 | Rusty Warner

    You can use real-time interaction management (RTIM) to orchestrate contextually relevant customer experiences, address customer expectations for mutual value exchanges with your brand, and align...

  • Report Create A Loyalty Strategy, Not Just A Rewards Program

    Executive Overview: The Customer Loyalty Playbook
    March 26, 2020 | Emily Collins

    Earning customer loyalty demands more than implementing a rewards program. Strategies that rely purely on loyalty programs offering points and discounts miss an opportunity to drive deeper...

  • Report How To Build A Moments-Based Marketing Ecosystem

    Roadmap: The Enterprise Marketing Technology Playbook
    March 18, 2020 | Rusty Warner

    The age of the customer demands customer obsession for successful, competitive differentiation. Firms must build a moments-based marketing ecosystem to orchestrate continuous engagement with...

  • Report Create An Effective Enterprise Marketing Technology Blueprint

    Strategic Plan: The Enterprise Marketing Technology Playbook
    March 13, 2020 | Rusty Warner

    Planning and implementing enterprise marketing technology (EMT) is at the top of the B2C marketing professional's to-do list. But you can't do it alone. You and your technology organization...

  • Report How To Be A Loyalty Company

    Vision: The Customer Loyalty Playbook
    February 28, 2020 | Emily Collins

    B2C marketers are already onboard with the idea that earning customer loyalty requires more than just offering a loyalty program. Yet they struggle to evolve their efforts when faced with the scope...

  • Report Use Personalization To Drive Loyalty And Customer Obsession

    January 28, 2020 | Emily Collins

    The personalization imperative for loyalty is clear: Companies that can't meet customer expectations for relevance and value risk losing their customers to brands that can deliver. But it's hard to...

  • Report Customer-Obsessed Marketing Demands Unified Measurement

    January 16, 2020 | Tina Moffett, Jim Nail

    Today's increasingly complex media environment means once-reliable marketing performance measurement techniques, such as marketing mix and attribution models, fail to properly credit marketing...

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