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  • 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 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 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...

  • Webinar Applying The Forrester Wave™: Social Suites, Q4 2019

    March 19, 2020 | Jessica Liu, Sarah Dawson

    As social media management solution (SMMS) technology tacks additional capabilities on top of core social organic publishing and customer response, SMMSes evolve into social suites that offer a...

  • 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...

  • Webinar Balancing The Privacy-Personalization Paradox

    February 27, 2020 | Fatemeh Khatibloo

    Marketers face a Catch-22: Most customers want to be rewarded for their loyalty with better-tailored content and offers, but they really hate the data practices that personalization requires. In...

  • Webinar How To Be A Loyalty Company

    February 13, 2020 | Emily Collins

    B2C marketers understand that earning customer loyalty requires more than just offering a loyalty program. Any interaction a customer has with a brand has the potential to impact their loyalty. But...

  • Playbook The Omnichannel Advertising Playbook For 2020

    Create An Omnichannel Advertising Strategy Centered On Customer Experience

    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 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...

  • Playbook The Customer Loyalty Playbook For 2020

    Create A Loyalty Strategy, Not Just A Rewards Program

    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 Embrace A Unified Marketing Measurement Standard

    Executive Overview: The Marketing Measurement And Insights Playbook
    November 26, 2019 | Jim Nail, Tina Moffett

    Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward proactively analyzing results and optimizing future marketing plans. To make...

  • Report Q&A: The Privacy-Personalization Paradox

    Strike A Balance Without Losing Competitive Advantage Or Consumer Trust
    November 25, 2019 | Fatemeh Khatibloo

    Marketers today find themselves in a Catch-22. On the one hand, their customers want to be recognized and rewarded for their loyalty with better-tailored content and offers. On the other hand,...

  • Report Chart Your Course To Customer Loyalty Maturity

    Roadmap: The Customer Loyalty Playbook
    November 15, 2019 | Emily Collins, Sarah Dawson

    B2C marketers trying to increase customer loyalty face many challenges, including myopic me-too strategies, disparate data, siloed customer insights, and inadequate measurement practices. If you...

  • 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...

  • Report The State Of Influencer Marketing

    Marketers' Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners
    August 13, 2019 | Ryan Skinner

    Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. A focus on authenticity is...

  • Webinar So You Want To Hire A Loyalty Provider? Best Practices For Vendor Selection

    July 25, 2019 | Emily Collins

    Companies across industries are increasing their investments in loyalty marketing, but the landscape of providers is vast and often confusing. Based on the findings from our recent loyalty services...

  • Webinar How To Apply Agile Methodology To Marketing

    July 22, 2019 | Ryan Skinner

    Applying Agile methodology to marketing isn’t about working faster. It’s about something far more important — a vastly improved approach to marketing’s purpose, learning,...

  • Report The Forrester Wave™: Loyalty Service Providers, Q3 2019

    The 14 Providers That Matter Most And How They Stack Up
    July 15, 2019 | Emily Collins

    In our 22-criterion evaluation of loyalty service providers, we identified the 14 most significant ones — Aimia, Ansira, Bond Brand Loyalty, Brierley+Partners, Capgemini, Epsilon, ICF Next, Inte Q,...

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