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.
Insights
Blog
The Green Consumer Paradox
Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.
Blog
Adtech Is Losing The Plot On Made-For-Arbitrage (MFA) Sites
Last week, Forbes was accused of misleading major advertisers with a spoof of its own website – www3.forbes.com. The company created the site in 2017 as a subdomain, stretched its own content to fit more ad formats (e.g., turning 700-word articles into 34 slides), and sold advertising on this made-for-arbitrage (MFA) site to brands that […]
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
Daniel Kahneman Changed How We Think About Consumer Choice And Brand Strategy
The way we think about how consumers choose brands owes a huge debt of gratitude to the pioneering and unexpected insights of Daniel Kahneman. Learn more about how Kahneman’s work has influenced brand energy and the Forrester Brand Energy Framework.
Blog
A Guide For Understanding The Marketing Analytics Landscape
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
Blog
Google Chrome Settlement Shows The Power Of Privacy-Minded Consumers
The details of Google’s settlement in a multiyear lawsuit over Incognito mode became public this week. Find out what changes Google will make as a result of the settlement and what it means for marketers everywhere.
Blog
Has Digital Advertising Reached Maturity In The US?
Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. Find out why in this report preview.
Blog
“Change Now” For Sustainable And Profitable Solutions
Educating executives about the environmental impact of their business is still a challenge. Learn why and several other key takeaways from the recent ChangeNOW solutions summit in Paris.
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
50/50: Private Label Is Coming For You
Private-label products are increasing in popularity as prices soar. Brands should be worried — find out why in this blog post.
Blog
Don’t Get Canceled: How To Overcome GenAI Consumer Backlash
As AI awareness increases, consumers assume a default posture of distrust. This year’s CX Summit North America will reveal practices that brands can use to protect themselves while advancing their genAI strategy.
Blog
One Year Since Bud Light’s Marketing Blunder: What Did We Learn?
With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.
Blog
Five Key Insights Into Consumers’ Use Of Generative AI
As is often the case with new technology that promises to change the world, consumer use of generative AI has raised some questions and concerns. Learn five of the key trends we see emerging around the consumer use of generative AI in this preview of a new report.
Blog
Welcome To The Future Of Marketing Technology
Modernizing marketing technology requires an ecosystem approach. Learn the four strategic capabilities that should be prioritized in a martech ecosystem.
Blog
Florida’s New Law Restricting Social Media Use Will Be Tough To Enforce
Florida's social media HB3 bill (that restricts teen's social media use) was just signed into law. What happens now?
Blog
Can AI Improve Your Loyalty Program?
Learn about the potential of predictive AI — and, now, generative AI — in enhancing loyalty programs and strategies.
Blog
The Justice Department Accuses Apple Of Smartphone Monopoly
Apple is being accused of smartphone monopoly but its "walled garden" principles have helped build brand devotion and customer loyalty. Learn more about this complex situation in this blog.
Podcast
How Marketers Can Take GenAI From Pilot Projects To Proficiency
As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst Lisa Gately share advice on this week’s episode of What It Means.
Blog
TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
TikTok's unquestionable sway over young, voting-age US citizens could pose danger, even as it makes the platform an optimal media channel.
Blog
How Beauty Brands Can Bolster Their Website To Boost Their DTC Business
We reviewed 26 beauty brand websites to compare their direct-to-consumer strength and glean best practices for long-term success. Learn our three key findings in this blog.
Blog
Banning TikTok Creates A Meta Monopoly
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
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 […]
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