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  • Report The Future Of Enterprise Marketing Technology

    Vision: The Enterprise Marketing Technology Playbook
    June 6, 2019 | 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 A Guide To Marketing Into China

    Stop Seeking Chinese Equivalents Of Western Marketing Approaches
    May 8, 2019 | Xiaofeng Wang

    China is increasingly important to global marketers, as it is expected to become the world's largest consumer market in 2019. However, many foreign brands are struggling to keep pace with more...

  • Report Now Tech: Real-Time Interaction Management, Q1 2019

    Forrester's Overview Of 42 RTIM Providers
    January 11, 2019 | Rusty Warner

    B2C marketers can use real-time interaction management (RTIM) offerings to orchestrate contextually relevant customer experiences (CX), address customer expectations for mutual value exchanges with...

  • Report The Email Marketing Review

    Evaluate The Customer Centricity Of Your Email Programs
    January 4, 2019 | Shar VanBoskirk

    This report for B2C marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic...

  • Report The State Of Loyalty Strategies 2018

    Benchmarks: The Customer Loyalty Playbook
    December 11, 2018 | Emily Collins

    Forrester recently surveyed 45 marketers about their loyalty strategies to understand how they manage and measure customer loyalty and what challenges get in the way of success. This report...

  • Report Empowered Customers Inspire Email Innovation

    Your Best Subscribers Will Help You Do More With Email
    October 26, 2018 | Shar VanBoskirk

    Forrester routinely studies its consumer data to understand attitudes toward email marketing. This time, we applied Forrester's Empowered Customer Segmentation to our analysis to learn how the most...

  • Report Case Study: How To Transform Advertising Practices To Better Connect With Consumers

    Road Map: The Omnichannel Advertising Playbook
    July 26, 2018 | Susan Bidel, Arleen Chien

    A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience...

  • Report Transform Marketing With Customer Journey Analytics

    Understand Customer Experiences To Improve Brand Perception, Lower Costs, And Stop Churn
    July 5, 2018 | Tina Moffett

    B2C marketers know that understanding customers' journeys is important, but they struggle to find and activate journey-related insights. Enter the discipline of customer journey analytics, which...

  • Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

    Vision: The Omnichannel Advertising Playbook
    June 4, 2018 | Joanna O'Connell, Susan Bidel

    Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...

  • Report Modernize Your Martech Stack For Moments

    Evolve Your Marketing Strategy And Technology To Serve Customers In Their Defining Moments
    April 5, 2018 | Joe Stanhope, Julie A. Ask

    The world is changing, along with consumers' expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that...

  • Report Case Study: ScottishPower Adapts To Customer Needs With RTIM

    April 5, 2018 | Rusty Warner, Arleen Chien

    This case study details how B2C marketers need to prioritize improved customer experiences when making enterprise marketing technology (EMT) investments. ScottishPower (SP) overhauled its EMT...

  • Report The Forrester Tech Tide™: Martech For B2C Marketers, Q2 2018

    Twenty Technologies Underpin Modern Marketing
    April 5, 2018 | Mary Pilecki, Stephanie Liu, Erna Alfred Liousas

    Marketing technology (martech) is essential to delivering contextually relevant experiences to consumers. Firms are continuously evaluating and adopting a range of martech to support customer...

  • Report Walled Garden No More: Digital China Goes Global

    Southeast Asia Is The Beachhead Of China's Global Digital Expansion
    April 2, 2018 | Xiaofeng Wang

    China is leaping forward; its digital innovations are no longer confined within the walled garden. Most business leaders aren't seeing the inroads that Chinese digital giants like Alibaba and...

  • Report Millennials Drive The Sharing Economy

    North American Consumer Technographics®
    January 29, 2018 | Jonathan Winkle

    The sharing economy — peer-to-peer platforms that provide access to shared goods and services — is firmly established and poised to grow to an estimated $335 billion in the US by 2025. Millennials...

  • Report The State Of Mobile Advertising: Context And Measurement Wanted

    Outdated Measurement Tools And KPIs Leave Advertisers In The Dark
    December 19, 2017 | Samantha Merlivat

    Forrester partnered with the Mobile Marketing Association (MMA) to survey global marketers on their mobile advertising practice. Mobile has taken a more prominent role in brands' advertising...

  • Report Build A Loyalty Strategy With Global Appeal

    December 12, 2017 | Emily Collins, Arleen Chien

    We've recently seen a spike in questions from brands about the global demand for loyalty programs, and customer loyalty solution vendors have their sights set on international growth. When thinking...

  • Report Forrester Readiness Index: Digital Marketing, 2017

    ForecastView Document
    November 6, 2017 | Brandon Verblow, Sanjeev Kumar

    The Forrester Readiness Index (FRI) provides digital marketers and marketing vendors with a simple, reliable instrument to quickly make sense of a variety of market signals to aid in determining...

  • Report Seize Control Of Your Content Strategy

    November 6, 2017 | Ryan Skinner, Erna Alfred Liousas

    Today's empowered and digitally connected customers engage less with traditional advertising messages. However, they are interested in useful and valuable content that can improve their lives, help...

  • Report Get Customer Obsessed With Your Content Marketing Processes

    October 27, 2017 | Ryan Skinner

    Traditional marketing processes implode on contact with content marketing because: the rapid and ongoing publishing cycle strains obsolete production and approval machinery; signals from the market...

  • Report The State Of Programmatic Digital Media Buying, 2017

    October 25, 2017 | Samantha Merlivat

    This report highlights the key findings from the following: Forrester's Q1 2015 Demand-Side Platform Wave™ Online Survey, Q3 2015 Global Data Management Platform Forrester Wave™ Online Survey, Q2...

  • Report Mobile-First Is Not Enough

    Benchmark Your Mobile Marketing Approach
    October 10, 2017 | Thomas Husson

    Over the past few years, "mobile first" has become the new marketing imperative. However, few B2C marketers are good at executing this concept. More importantly, focusing solely on mobile-first...

  • Report Vendor Landscape: Enterprise Marketing Software Suites In Asia Pacific

    EMSS Vendors Have Varying Presences And Localization Strategies In The Region
    October 3, 2017 | Xiaofeng Wang

    More B2C marketers in Asia Pacific are investing in an enterprise marketing software suite (EMSS) to better engage empowered customers and drive contextual marketing. However, EMSS vendors'...

  • Report The Next Chapter For Email Marketing

    Use Email To Support Customer Journeys, Not To Pitch Promotions
    October 2, 2017 | Shar VanBoskirk

    Customer-obsessed marketers should spend their resources developing email into the linchpin of the customer journey, instead of just continuing it as a promotions vehicle. This report explains how...

  • Report Close The Global Digital Marketing Gap

    Why And How Global Marketers Must Localize Their Digital Marketing Approach
    September 6, 2017 | Thomas Husson

    Global marketers have long faced obstacles when expanding their brands into new regions. Digital, despite its helpful automation and scalability, brings unique challenges to global marketing...