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  • Report Be A Loyalty Company, Not A Company With A Loyalty Program

    Vision: The Customer Loyalty Playbook
    January 14, 2019 | Emily Collins

    Loyalty programs are more likely to conjure thoughts of points and discounts than authentic customer relationships. Companies that want to compete for their customers' loyalty need an evolved...

  • Report Adopt Agile Marketing Planning Processes

    Processes: The Marketing Measurement And Insights Playbook
    January 11, 2019 | Jim Nail, Tina Moffett

    Marketing measurement and optimization helps B2C marketers update and develop programs as market conditions change. Today, data is analyzed, and insights are derived continuously, enabling a more...

  • Report Marketers' Options Improve As Social Marketing Technologies Converge

    Tools And Technology: The Social Marketing Playbook
    January 11, 2019 | 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 to technology capabilities, adds to the...

  • 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...

  • Webinar Predictions 2019: B2C Marketing

    January 9, 2019 | Jessica Liu, Stephanie Liu, Jim Nail

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preferences and privacy taking center stage in 2018, B2C...

  • Report Perk Up Your Loyalty Program

    Continuous Improvement: The Customer Loyalty Playbook
    January 8, 2019 | Emily Collins, Arleen Chien

    Loyalty programs have been around for more than 35 years, and consumers are growing tired of their banality. B2C marketers looking to launch or relaunch programs need to orchestrate, package, and...

  • Webinar Media Predictions 2019

    January 8, 2019 | Collin Colburn

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...

  • Playbook The Customer Loyalty Playbook For 2019

    Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on...

  • Report The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook
    January 4, 2019 | Fatemeh Khatibloo

    "Privacy is dead" is a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is actually essential for building trust. Context is key —...

  • 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...

  • Playbook The Customer Trust And Privacy Playbook For 2019

    Make Privacy A Competitive Differentiator

    Consumers are increasingly aware of the value of their personal data. As a result, companies can no longer afford to dismiss customer concerns about the use of that data — failure to respect...

  • Report Create An Evolved Loyalty Strategy, Not Just An Effective Program

    Executive Overview: The Customer Loyalty Playbook
    December 27, 2018 | Emily Collins, Arleen Chien

    Business-to-consumer (B2C) marketing professionals must help their firms mature their approach to customer loyalty to drive retention, engagement, and advocacy. Strategies that rely purely on...

  • Report Forrester Analytics: Email Marketing Forecast, 2018 To 2023 (US)

    ForecastView Document
    December 27, 2018 | Brandon Verblow

    Given the proliferation of novel digital marketing channels, decision makers need to understand how a mature channel like email fits into the marketing mix. This forecast provides guidance on how...

  • Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

    In today's always-on world of modern marketing, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • Report The Anatomy Of A Preference Center

    Enterprise Preference Management Gives Consumers Control For Better Customer Engagement
    December 20, 2018 | Fatemeh Khatibloo, Stephanie Liu

    B2C marketers focus on personalization as a means of delivering better experiences. Enterprise preference management (EPM) can play a key role in this strategy: In a value exchange, customers share...

  • Report Craft A Loyalty Strategy That Raises Your Firm's Maturity

    Strategic Plan: The Customer Loyalty Playbook
    December 20, 2018 | Emily Collins

    Companies that attempt to drive loyalty with points and discounts alone will miss their mark. B2C marketers seeking to build a loyalty strategy that stands out need a game plan that addresses the...

  • Webinar The Psychology Of Points

    December 18, 2018 | Emily Collins, Anjali Lai

    Brands across industries invest millions of dollars into loyalty programs that offer the same mix of points, discounts, and material benefits. But do they capture the hearts and wallets of...

  • Report Now Tech: Content Marketing Platforms, Q4 2018

    Forrester's Overview Of 33 Content Marketing Platform Providers
    December 17, 2018 | Ryan Skinner

    You can use content marketing platforms (CMPs) to increase collaboration around content, improve content performance, and accelerate production. But to access these benefits, you'll first have to...

  • Report Now Tech: Content Production Agencies, Q4 2018

    Forrester's Overview Of 24 Content Production Agencies
    December 17, 2018 | Ryan Skinner

    You can use content production agencies (CPAs) to accelerate your go-to-market strategies, produce higher quality content consistently and at scale, and keep content costs manageable. But to access...

  • Report The Power Of Customer Context

    December 14, 2018 | Joe Stanhope, Rusty Warner, Carlton A. Doty

    Campaigns are far less effective at winning and retaining customers than they once were. To achieve sustainable competitive advantage, B2C marketers must deliver self-perpetuating cycles of...

  • Report How To Measure Social Programs

    December 12, 2018 | Melissa Parrish, Jessica Liu

    Social measurement is the bane of many marketers' existence. Marketers feel stuck with engagement metrics that don't tell them anything about the business impact of their social programs. This...

  • 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...

  • Webinar The Forrester New Wave™: Influencer Marketing Solutions, Q4 2018

    December 11, 2018 | Ryan Skinner

    Many marketing organizations are in the throes of maturing from experimenting with influencers to committing to an influencer strategy, often to the tune of six- and seven-figure annual budgets....

  • Report Forrester Analytics: Online Display Advertising Forecast, 2018 To 2023 (Global)

    ForecastView Document
    December 10, 2018 | Meenakshi Tiwari, Brandon Verblow

    Online display is one of the fastest-growing digital advertising channels, driven by online video. It has been especially strong in Asia Pacific, courtesy of China; there, Alibaba is driving...

  • Report Build Capabilities For Measurement Success

    December 7, 2018 | Jim Nail

    Technology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven,...

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