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• Report The Forrester Wave™: Customer Database And Engagement Agencies, Q1 2021

  The Eight Providers That Matter Most And How They Stack Up

  February 8, 2021 | Fatemeh Khatibloo, Nick Monroe

  In our 29-criterion evaluation of customer database and engagement agencies, we identified the eight most significant — Acxiom, Bond Brand Loyalty, Epsilon, Havas Helia, ICF Next, Merkle, RRD, and...

• 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 Create An Omnichannel Advertising Strategy Centered On Customer Experience

  Executive Overview: The Omnichannel Advertising Playbook

  January 22, 2021 | Joanna O'Connell

  B2C marketers need to embrace omnichannel advertising strategies to orchestrate connected experiences that drive better results. How? By adopting a customer-obsessed planning and buying approach...

• Report Research Overview: Personalization

  A Guide To Our Personalization-Related Research

  December 11, 2020 | Rusty Warner, David Novitzky

  B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges...

• Report Make Social Media Bigger Than Marketing

  Executive Overview: The Social Marketing Playbook

  November 25, 2020 | Jessica Liu

  B2C marketers know that social marketing works but can't articulate how. That's because too many of them launched social programs without a clear strategy. Mastering social media requires more than...

• 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 Define Your Social Media Maturity To Advance Your Social Marketing

  Assessment: The Social Marketing Playbook

  August 14, 2020 | Jessica Liu

  B2C marketers can't get more from their social marketing investments without first understanding where they are now in their overall social media maturity. Read this report to learn about the...

• 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 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 Four Steps To Add Social Media To Your Marketing Strategy

  Roadmap: The Social Marketing Playbook

  July 2, 2020 | Jessica Liu, Melissa Parrish

  When pursuing social marketing, many marketers prioritize channel decisions (e.g., "Where should my brand be on social media?") over understanding if and how they can help their consumers while...

• 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 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 The Forrester Wave™: Email Marketing Service Providers, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  May 12, 2020 | Shar VanBoskirk

  In our 23-criterion evaluation of email marketing service providers, we identified the 13 most significant ones — Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, dotdigital, Epsilon,...

• Report New Tech: Influencer Marketing Solutions, Q2 2020

  Forrester's Landscape Overview Of 47 Providers

  May 11, 2020 | Ryan Skinner

  Today, most marketing organizations use influencers — often hundreds of them — to drive product awareness, brand storytelling, and sales. But managing influencers, from identification and...

• Report The Future Of Advertising Is Imminent Upheaval — And You're Not Ready For It

  Vision: The Omnichannel Advertising Playbook

  April 7, 2020 | Joanna O'Connell, Sarah Dawson

  In advertising, brands, publishers, and consumers share a relationship based on balance and tension. But industry missteps have thrown that balance off-kilter, unsettling consumers and threatening...

• Report Your Global Martech Stack Won't Cut It In China

  Assemble A Local Martech Stack To Support Your Marketing Strategy In China

  April 7, 2020 | Xiaofeng Wang

  Global marketers struggle to adapt to the unique and fast-changing digital ecosystem in China. Many of their global marketing technology (martech) vendors either lack a business presence in the...

• Report Build A Business Case For Social Media’s Value To The Enterprise

  Business Case: The Social Marketing Playbook

  March 30, 2020 | Jessica Liu

  When marketers disregard crafting a strong business case for their social media investments, they struggle to prove social media's value. Creating a business case enables marketers to gain...

• 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 Now Tech: Search Engine Optimization (SEO) Technologies, Q1 2020

  Forrester's Overview Of 27 SEO Technology Providers

  March 16, 2020 | Collin Colburn

  B2C marketers can use SEO technologies to perform technical audits of their sites, conduct competitor and keyword research, and automate the overall SEO process. But to realize these benefits,...

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

  DTCs Move Customers Quickly From Discover To Buy

  February 28, 2020 | Ryan Skinner, Sarah Dawson

  Direct-to-consumer (DTC) disruptor brands are growth engines, capturing the imaginations of a new generation of consumers, creating new markets, and opening the M&A wallets of much larger...

• Report Modern Privacy Laws Change The Paradigm For Marketing And Advertising

  Roadmap: The Customer Trust And Privacy Playbook

  February 19, 2020 | Fatemeh Khatibloo

  The General Data Protection Regulation (GDPR) has changed how B2C marketers and advertisers operate in the European Union (EU). But more privacy regulations are in play, from the US to Japan, all...