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The Brand Experience Playbook For 2021

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Report How To Get The Most Value From An Influencer Marketing Solution

    Focus On Depth Of Data, Reporting Capabilities, And Technical Proficiency
    April 23, 2021 | Ryan Skinner

    Marketers' investments in influencer marketing have grown quickly in recent years, and their interest and investment in influencer marketing solutions (IMSes) to support this activity are growing...

  • Report Now Tech: Marketing Measurement And Optimization Solutions, Q2 2021

    Tools And Technology: The Marketing Measurement And Insights Playbook
    April 21, 2021 | Tina Moffett, Jim Nail

    Marketing measurement and optimization (MMO) helps B2C marketers measure the business impact of marketing initiatives, determine the optimal mix of channels and marketing tactics, and forecast the...

  • Report Forrester Infographic: Work To Maintain Pandemic-Level Email Marketing Engagement

    April 19, 2021 | Shar VanBoskirk

    In the decade spanning 2006 to 2016, consumer data showed stable and often improving perceptions of email marketing. But in the years that followed, a paradox emerged: Behavioral responses to email...

  • Report Need-To-Revenue Marketing Accelerates A Necessary Pivot — From Your Process To Your Buyer's Process

    L2RM Grows Up To Accommodate The Changing Buyer And Marketing's New Purpose
    April 15, 2021 | Lori Wizdo

    Need-to-revenue marketing (N2RM) is a business process that powers the transformation of B2B organizations from a legacy of lead-based marketing to a future of buyer-centric engagement. In this...

  • Report Brands And Politics Collide

    Company Values Determine When To Take A Stand
    April 14, 2021 | Mike Proulx

    2020 was the year that trounced US brands' "no politics" policies — forcing boardroom debates about whether to respond to specific events around social justice, mask-wearing mandates, voting...

  • Report Understand Your Customers To Help Improve Their Financial Well-Being

    Financial Well-Being: Use This Segmentation To Develop Your Financial Well-Being Strategy
    April 14, 2021 | Aurelie L'Hostis

    Consumers face multiple financial challenges, and many are worried about their financial situation. Various attitudinal, situational, and external factors can impact an individual's financial...

  • Report Build A Values Strategy Now To Create Long-Term Sustainable Growth

    COVID-19 Changed The Spending Behaviors Of Australian Consumers
    April 13, 2021 | Riccardo Pasto

    Australian consumers are embracing brands that align with their own personal values and beliefs. Disruptive events like bushfires and the COVID-19 pandemic have accelerated this trend; consumers...

  • Report What You Need To Thrive In Autonomous Finance

    Companies Looking To Win Customers And Make Money With Autonomous Finance Offerings Will Need Distinct Capabilities And Competencies — And They'll Need To Own Certain IP
    April 12, 2021 | Peter Wannemacher

    Early in 2020, Forrester predicted a move away from financial products, with the onus to use them effectively on the customer. In their place, we see tools using algorithms and AI technologies to...

  • Report Brands: Gauge The Size Of Your Digital Commerce Prize

    Assessing The Digital Commerce Opportunity For B2C Branded Manufacturers
    April 9, 2021 | Michelle Beeson

    Consumer-facing brands need digital commerce, but their opportunities aren't equal. Some brands' digital commerce strategy will prioritize direct-to-consumer sales across their own digital...

  • Report The CMO's Guide To Green Marketing

    CMOs At Green Brands Go Beyond Marketing Fundamentals
    April 7, 2021 | Thomas Husson

    CMOs at green brands execute authentic sustainability efforts to move from storytelling to storymaking. They truly understand their customers' emotions, demonstrate empathy, innovate with new...

  • Report The Consumer Behaviors That Will Endure After The Pandemic

    Why Marketers Have Been Measuring The Wrong Things, And Which Insights Matter The Most This Year
    March 31, 2021 | Anjali Lai

    As the world starts to recover, leaders are asking burning questions about consumers: Are changes here to stay? Which trends are fleeting; which are permanent? What is the new normal? While we...

  • Report Embrace The Green Business Opportunity

    Profitable Sustainable Businesses Show How Traditional CMOs Must Embrace Green Transformation
    March 30, 2021 | Thomas Husson

    Consumers expect brands to truly embrace environmental sustainability but are suspicious about their sustainability messages; they often believe brands use green marketing purely to drive...

  • Report The State Of Chat In Retail, 2021

    Consumers Use Chat For Customer Support, Including Prepurchase Support, But Not For Commerce
    March 23, 2021 | Julie Ask, Nicole Murgia

    As consumers increasingly opt to engage with retailers and brands via chat, firms must ensure that customer experiences are efficient, effective, and effortless. Digital business pros have used...

  • Report Greener Consumers Demand Sustainable Brands

    The Green Revolution Will Drive The Next Wave Of Business Transformation
    March 22, 2021 | Thomas Husson

    Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace...

  • Report Design A Program To Advance Race And Gender Fairness And Equity

    Focus On Your Company, Your Customers, And The Community At Large
    March 22, 2021 | Dipanjan Chatterjee

    The time for brands to turn a blind eye to race and gender equity is long past. Consumers and employees demand change, while knee-jerk responses and mollifying words offer cold comfort. Real change...

  • Report How To Elevate Digital Superannuation Experiences

    Fix The Basics And Build New Capabilities
    March 17, 2021 | Zhi-Ying Barry, Vijay Raghavan

    Superannuation firms' websites and mobile apps have become hubs for their members' retirement planning decisions. Although digital platforms are one of the top drivers for loyalty for...

  • Report Invest Now: Build A Resilient Workforce By Prioritizing Employee Mental Health

    Use Our ROI Calculator Tool To Start Writing The Business Case For Your Employee Mental Health Strategy
    March 15, 2021 | Arielle Trzcinski

    Employee mental health was in crisis long before the COVID-19 pandemic hit. A shortage of mental health providers, high costs, and a lack of alternatives have left employees facing stigma and...

  • Report Intelligent Creativity Energizes Marketing Productivity

    Human Intuition Plus Machine Accuracy Ushers In An Era Of Creative Transformation
    March 1, 2021 | Jay Pattisall

    Despite an ever-expanding universe of marketing channels and complexity, the creative process has remained unchanged for nearly a century. The intuition-governed approach to creativity frequently...

  • Report Forrester Infographic: Enable The Next-Generation Workforce With The Right Technologies

    Forrester's Visual Guide To Generational Technology Preferences
    February 26, 2021 | Andrew Hewitt

    Businesses preparing for the future of work must understand the changing technology preferences among four workforce generations. Each generation comes with its unique needs to ensure an optimal...

  • Report The Forrester Guide To Equipping The Next-Gen Workforce

    Don't Let Age Define Your Workforce Enablement Strategy
    February 26, 2021 | Andrew Hewitt

    In this demographic overview, we analyze the four generations in the workplace: Generation Z, Millennials, Generation X, and Baby Boomers. As Gen Z and Millennials increasingly represent a larger...

  • 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 The State Of Consumers And Technology, 2020

    Increasingly Intimate Technologies Spark The Next Mind Shift
    February 2, 2021 | Anjali Lai

    Technology became a lifeline for consumers during the crises of 2020: Consumers now spend more time using more devices for more sophisticated tasks. What is the result of this intense reliance on...

  • Report Digital Go-To-Market Review: Consumer Electronics Brands, 2021

    Smart Brands Prioritize Direct-To-Consumer Sales And E-Control
    February 2, 2021 | Sucharita Kodali, Madeline Cyr

    Brands that have traditionally sold through wholesale channels must adapt to the drastically evolving retail environment. Forrester's Digital Go-To-Market Review evaluates brands across the...

  • Report Branded Manufacturers: Master Your Own Digital Destiny

    Understand Your Brand's Digital Commerce Opportunity To Craft A Comprehensive Direct-To-Consumer Strategy
    January 29, 2021 | Michelle Beeson

    Consumer-facing brand manufacturers are doubling down on their direct-to-consumer (DTC) digital engagement and commerce capabilities. To master their digital destiny, brands must understand the...

  • Report Five Key Stakeholders Will Define Retail In The 2020s

    Vision: The Retail E-Commerce Playbook
    January 27, 2021 | Sucharita Kodali, Fiona Swerdlow

    New business models and new ways of getting goods to consumers have already transformed retail. In the coming years, retailers and brands will bow to tighter scrutiny and accountability by...

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