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  • Report Advance Your Approach To Customer Loyalty

    Assessment: The Customer Loyalty Playbook
    April 14, 2021 | Mary Pilecki, 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 US Market Forecast: Mobile Engagement Automation

    Mobile Messaging Usage And Revenue Expanded During The Pandemic
    April 8, 2021 | Julie Ask

    Forrester forecasts that spend on mobile engagement automation (MEA) in the United States will top $1.2 billion in 2020, with a projected growth rate of 27% over the next three years. This report...

  • Report The Forrester Wave™: Loyalty Solutions, Q2 2021

    The 14 Providers That Matter Most And How They Stack Up
    April 5, 2021 | Mary Pilecki, Emily Collins

    In our 28-criterion evaluation of loyalty solutions providers, we identified the 14 most significant ones — Annex Cloud, Bond Brand Loyalty, Brierley, Cheetah Digital, Clarus Commerce, Comarch,...

  • 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 Increase Engagement With A Customer-Centric Loyalty Program Refresh

    Case Study: How PCC Community Markets Deployed An Enterprisewide Approach To Loyalty
    February 19, 2021 | Emily Collins, Sarah Dawson

    Earning customer loyalty demands more than implementing a rewards program. Seattle-based PCC Community Markets (PCC), the largest community-owned food market in the US, used an enterprisewide...

  • Report Get Your Data Deprecation Plan Together

    Adapt By Prioritizing Privacy, First-Party Data, And New Marketing Approaches

    Data deprecation hampers many popular marketing tactics by restricting the consumer, audience, and marketing performance data B2C marketers track and access. In this report, Forrester defines data...

  • Report Three Ways Marketers Can Use Content Intelligence To Drive Business Outcomes

    Look To Generate Clear Business Value Through Assistance For Creators, Better Content Analysis, And More Effective Response Copy
    January 4, 2021 | Ryan Skinner

    Over the past five years, content intelligence — the use of AI and machine learning (ML) to uncover content's inherent qualities — has matured into a real driver of business value. Three major use...

  • 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 ROI Of Privacy

    Business Case: The Customer Trust And Privacy Playbook
    November 30, 2020 | Fatemeh Khatibloo, Reggie Lau

    Organizations have traditionally focused investment and resources on preventing data breaches, but consumers are growing more aware of privacy breaches and creepy experiences. B2C marketers must...

  • 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 The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020

    The 12 Providers That Matter Most And How They Stack Up
    May 28, 2020 | Ryan Skinner

    In Forrester's evaluation of the emerging market for influencer marketing solutions (IMSes), we identified the 12 most significant providers in the category — AspireIQ, Captiv8, CreatorIQ, Impact,...

  • 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 Get More From Mobile Advertising

    Mobile Ads Struggle To Deliver Value For All
    April 24, 2020 | Collin Colburn

    Mobile advertising is a critical tool for advertisers and publishers alike, as consumers use mobile as their primary device. But mobile ads still fall short. Read this report to determine what B2C...

  • Report Lessons In Customer Acquisition: Learn From DTC Disruptors' Consideration Strategies

    DTCs Establish Credible Differentiation Rapidly With Social Proof, Design, Trials, And Email
    April 10, 2020 | Ryan Skinner, Sarah Dawson

    Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations (and wallets) of a new generation of consumers, often for entirely novel product or service categories....

  • Report Data Commercialization: A CIO's Guide To Taking Data To Market

    Advanced Level: Strategy Practices For Insights-Driven Businesses
    March 27, 2020 | Jennifer Belissent, PhD

    Digital transformation fuels a thriving data economy. As companies have embraced all things digital, many have put their data to work internally to improve operational efficiency, service delivery,...

  • 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 The ROI Of Loyalty Programs

    Business Case: The Customer Loyalty Playbook
    March 5, 2020 | Emily Collins, Reggie Lau

    Loyalty programs help companies identify and collect rich data about their best customers to reward, recognize, and retain them. This report helps B2C marketing professionals make the case for...

  • 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 Now Tech: Email Marketing Vendors, Q1 2020

    Forrester's Overview Of 34 Email Marketing Providers
    January 22, 2020 | Shar VanBoskirk

    You can use email marketing to create better brand experiences, establish customer relationships, and experiment. But to realize these benefits, you'll first have to select from a diverse set of...

  • Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    December 17, 2019 | Srividya Sridharan, Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • Report Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook
    November 26, 2019 | Melissa Parrish

    Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that...

  • Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    November 22, 2019 | Caroline Robertson, Brigitte Majewski

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...

  • Report The Forrester Wave™: Social Suites, Q4 2019

    The Eight Providers That Matter Most And How They Stack Up
    October 9, 2019 | Jessica Liu

    In our 40-criterion evaluation of social suites providers, we identified the eight most significant ones — Clarabridge, Facelift, Falcon.io, Hootsuite, Khoros, Salesforce, Socialbakers, and...

  • Report Improve Loyalty Measurement With Behavioral And Emotional Metrics

    Performance Management: The Customer Loyalty Playbook
    October 4, 2019 | Emily Collins

    Earning customer loyalty is critical to business success, and B2C marketers need to be able to measure and demonstrate that loyalty to the business. Marketers predominantly rely on retention...

  • Report Case Study: Programmatic Product Placement Is Ready For Prime Time In China

    The Hunan Broadcasting System Leverages AI To Digitize Product Placement
    September 30, 2019 | Danny Mu, Xiaofeng Wang

    Artificial intelligence is rapidly transforming every facet of marketing and advertising. In China, top reality TV show broadcasters like Hunan TV and Mango TV, part of the Hunan Broadcasting...

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