Ryan Skinner
Principal Analyst
Author Insights
Blog
Consumer Partners: Who They Are And Why You Should Care
Business-to-business partnerships are a long and well-established way for businesses to grow. Many software companies, for example, owe the lion’s share of their revenue from sales through partners. Partnering with consumers, however, is less mature and less industrialized, even if the practice is actually very widespread. First of all, what is a consumer partner or […]
Read More
Blog
Livestreaming Commerce Lands In Europe
Live-streaming commerce is arriving on European shores. Here's what European marketers can expect...
Read More
Blog
Give Customers The Gift Of Convenience This Holiday Season
This holiday season, many consumers will be forgoing big family dinners and exotic holiday markets and instead playing host to unwelcome guests like worry (for their health) and anxiety (for their finances). This holiday season, everyone just needs a break. Marketers can help consumers make the best of their holidays by making their lives a […]
Read More
Research Collection
Learn From Direct-To-Consumer Disruption
Direct-to-consumer (DTC) brands are fueling disruption by radically reorienting consumer expectations. As a result of the COVID-19 pandemic, brands of all kinds are looking to shore up their own DTC efforts as more consumers seek authentic and engaging brand relationships in increasingly digital spaces. As they craft their own brand’s DTC journey, B2C marketers and […]
Read More
Blog
Introducing The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020
Our latest evaluation, “The Forrester New Wave™: Influencer Marketing Solutions, Q2 2020,” published today. More than a hundred vendors in the market became 47 in our New Tech, which became 12 in the Wave. Here’s what you should know about the space and the analysis: Temperature’s high. Influencer marketing solutions (IMS) vendors are many and […]
Read More
Blog
Healthcare And Pharma Startups Chase Empowered Patients
Amazon is not the only D2C brand shaking up the healthcare industry. In fact, Forrester has identified more than 50 firms bringing D2C models to healthcare and pharma. Learn the primary drivers behind this market shift.
Read More
Blog
Another CMP Gets Swallowed Up (Percolate, By Seismic), And What It Means To You
Sales enablement automation (SEA) vendor Seismic announced its acquisition of content marketing platform (CMP) Percolate yesterday at its annual customer event, Seismic Shift. The San Diego-based unicorn adds 50 engineers to the business, increases its presence in New York City, and expands its footprints in Denver and San Francisco. The acquisition improves Seismic’s position with […]
Read More
Blog
The Last-Minute Holiday Media Plan Recipe
Help influencers help you this holiday season.
Read More
Blog
The State Of Influencer Marketing: Growing
For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report, we interviewed more than 30 enterprise marketers who are responsible for their brand’s influencer marketing. And the data shows: Investments continue to rise, and marketers’ budgets for influencer marketing are growing in […]
Read More
Blog
Agile Marketing: It’s About Purpose, Then Process
When good marketing strategies go bad, traditional marketing teams may miss the signals. Read why agile can be the solution.
Read More
Blog
Harry’s Acquisition Reaffirms It: Brand-Building’s In A Generational Shift
Like fading celebrities, brand owners fear one thing most of all: irrelevance. “I think my mom/dad/grandma/grandpa uses them.” The horror. Edgewell Personal Care’s most recent annual report is all about that horror. In so many words, it acknowledges that its primary men’s grooming brands — Schick and Wilkinson Sword razors, among others — are grandpa […]
Read More
Blog
Introducing The Forrester Wave™: Content Marketing Platforms For B2C Marketers, Q2 2019
“The Forrester Wave™: Content Marketing Platforms for B2C Marketers, Q2 2019” is live! In this year’s 30-criteria evaluation, we assessed and scored the nine most significant vendors: Bloomreach, Contently, NewsCred, Opal, Percolate, ScribbleLive, Sitecore, Skyword, and Sprinklr. We looked at their current offering, their strategy, and current market presence. The report shows how each provider […]
Read More
Blog
Incumbent Brands Need A DTC Strategic Plan
Direct-to-consumer brands (DTC) are making a splash — for example, Glossier and Rent the Runway just reached unicorn status (a valuation of $1 billion or more) last week. What does this mean for incumbent brands? We’ll be unpacking the DTC trend and its repercussions next week at Forrester’s Consumer Marketing 2019 Forum in New York […]
Read More
Blog
The Watershed Of Digital-First Consumer Behavior
Zoom back 10 or even five years ago, and consumers would tell Forrester, “Yes, I use digital channels, but more often than not, I discover, research, or purchase a product offline.” You saw that product on TV, or when looking at a supermarket shelf, or talking to a friend. And imagine buying a sofa online […]
Read More
Blog
Have A Very Merry, X-Function-Erry Xmas!
This blog post is part of Forrester’s Holiday 2018 retail series. It’s late October, which means one thing as a consumer: You’re going to start hearing Nat King Cole, Brenda Lee, and Bing Crosby a lot more whenever you’re shopping. For most marketers, it just means: Whatever you were going to do for Xmas, it’s already […]
Read More
Blog
Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions
What bubble? The size of the influencer market on Instagram alone is set to grow $2.38 billion next year. Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […]
Read More
Blog
Loss Of Privacy’s A Humanity Tax
People are pragmatic, and they predictably think they’re rational — which is great. It’s been reported pretty extensively that the Russian government interfered in the last US presidential election. It’s not a stretch to say that most Trump voters would acknowledge Russian interference as a fact. It’s also unlikely any of them would acknowledge that Russian […]
Read More
Blog
Loss Of Privacy's A Humanity Tax
People are pragmatic, and they predictably think they’re rational — which is great. It’s been reported pretty extensively that the Russian government interfered in the last US presidential election. It’s not a stretch to say that most Trump voters would acknowledge Russian interference as a fact. It’s also unlikely any of them would acknowledge that Russian […]
Read More
Blog
Content Marketing In Three Pictures
We’ve officially retired our content marketing playbook. We’re still doing research on content and content strategy, but — as we said about two years ago — the utility of talking about “content marketing” just isn’t there anymore.
Read More