B2C Marketing

B2C marketing is navigating choppy waters. The tactics that drive short-term gains are alienating customers over the long-term, eroding loyalty and affinity. Read our insights to learn more about how B2C marketing teams can thrive in the midst of this tension.

Discover how Forrester supports B2C marketing leaders.

Insights

Blog

TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers

Kelsey Chickering 6 hours ago
New legislation just passed in the US House of Representatives signals that TikTok regulation is coming. The core argument made by US lawmakers centers around US user data making its way into the hands of the Chinese government. There’s another issue at hand, however: TikTok’s influence over young US voters. According to Forrester’s Consumer Benchmark […]
Blog

How Beauty Brands Can Bolster Their Website To Boost Their DTC Business

Nicole Murgia 12 hours ago
We reviewed 26 beauty brand websites to compare their direct-to-consumer strength and glean best practices for long-term success.

Global

Don’t Miss Our 2024 Predictions Deep Dive

Hear directly from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

Banning TikTok Creates A Meta Monopoly

Mike Proulx 5 days ago
Despite increased anti-trust Congressional measures, a ban on TikTok will hand a monopoly to Meta’s Reels.
Blog

Google Announces Meridian, A Marketing Mix Modeling Tool

Tina Moffett 7 days ago
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
Blog

European Consumers Challenge Popular Stereotypes About Greenness

Thomas Husson March 11, 2024
While Europe’s green segments may look homogeneous, consumers’ behaviors and attitudes vary by region and age. Learn how the latest data has countered some common stereotypes about green consumers in Europe.
Blog

US Govt. Makes More Data Privacy Moves: What Marketers Need To Know

Stephanie Liu March 8, 2024
With two moves, the federal government bucked its reputation for moving at a glacial pace this week. First, the Federal Trade Commission dropped a blog post stating that “Browsing and location data are sensitive. Full stop.” Second, the House of Representatives’ Committee on Energy and Commerce moved forward with two bills in response to President […]
Blog

Unlocking The Power Of Adobe Services: Forrester’s Overview Of 27 Providers

Xiaofeng Wang March 7, 2024
I’m pleased to announce the publication of The Adobe Services Landscape, Q1 2024. Since we started covering the Adobe services market in 2020, we have seen it grow rapidly and mature continuously (see figure). Adobe services have evolved into an established market that features: High revenue growth. Adobe service providers’ revenue has grown rapidly since our previous […]

60% Of Skeptics Will Use (And Love!) GenAI

Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.

Blog

CMOs Need A Measurement Strategy That Connects To Business Outcomes

Tina Moffett March 7, 2024
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
Blog

Environnement & comportements d’achat des consommateurs français

Thomas Husson March 7, 2024
Bien qu’ils accordent rarement la priorité à l’environnement dans leurs habitudes d’achat, les consommateurs français sont de plus en plus soucieux des enjeux écologiques. Pour suivre le mouvement, les distributeurs et les marques françaises doivent prendre au sérieux leur engagement en matière d’environnement et la façon dont ils le démontrent à leurs clients. Forrester vient […]
Blog

Are You Advertising During This Election Cycle? Read This First.

Audrey Chee-Read March 5, 2024
The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.
Podcast

Will Digital Agencies Disappear?

What It Means February 29, 2024
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog

From Dominance To Decline: Global Brands Are Losing In China

Xiaofeng Wang February 27, 2024
For years, China's economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned. Get four best practices for global brands to navigate the changing Chinese market successfully in this preview of a new report.
Blog

CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy

Jay Pattisall February 23, 2024
As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.
Blog

California’s Privacy Law Puts Second-Party Data On Notice

Stephanie Liu February 23, 2024
The California attorney general’s office reached a settlement with DoorDash after the food delivery company sold customer data without proper notice or opt-out controls. It got slapped with a measly $375,000 fine (for context, DoorDash’s stock price is $120 and change), but don’t brush this off as a one-and-done. A closer look at the settlement […]
Blog

50/50: Gratuity Has Reached A Tipping Point

Dipanjan Chatterjee February 22, 2024
Tipping fatigue is growing as automatic prompts on digital points of sale proliferate. Find out the consumer sentiment on this hot topic.
Blog

What Should Performance Marketers Actually Do?

Nikhil Lai February 22, 2024
I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes. I’m rarely asked, however, about the people that improve media’s results. The human […]
Blog

Generative AI Consumer Outlook, Q1 2024: Which Consumers Will Pay To Use GenAI?

Audrey Chee-Read February 21, 2024
Recent survey findings shed light on who is most likely to pay and which features they're more likely to pay for.
Blog

According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns

Nikhil Lai February 20, 2024
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog

Invisible Experiences: Anticipate Customer Needs With Real-Time Interaction Management

Rusty Warner February 16, 2024
Imagine having a butler who anticipates and serves your needs. Just as Alfred faithfully supports Batman, your personal assistant earns your trust through silent understanding. Now think of this relationship in terms of your experiences with brands. Do those experiences feel invisible and immersive? In Gotham City, Alfred ensures that Batman’s utility belt is always […]
Blog

CDPs In APAC: A Fast-Growing Emerging Market

Xiaofeng Wang February 14, 2024
I’m pleased to announce the publication of The Customer Data Platforms In Asia Pacific Landscape, Q1 2024 report. This comprehensive report features 22 vendors with $5 million or more annual customer data platform (CDP) revenue from the APAC market. Most vendors are still in the early stages of developing their business in APAC, indicating that […]
More posts