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
Financial Firms Offer Laid-Off Government Employees A Chance To … Spend More Money?!
As a former US federal employee, I’m a customer of two financial services companies that focus on current and former feds. Within the past couple of months — as millions of federal employees have been subject to on-again, off-again layoffs — these companies have emailed their customers with essentially the same message. It goes something […]
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Six Key Findings From My First 60 Days As Forrester’s DAM Analyst
The opportunities are vast for both digital asset management (DAM) vendors and users. Learn six capabilities that are increasing their fidelity and will likely have a big impact on the future of digital experiences.
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Consumers React To Tariffs With Concern And Caution
Our recent poll showed how consumers feel about and are responding to a slew of anticipated new tariffs.
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In A World Of Buying Mayhem, All Leaders Must Be Change Leaders
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
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Are We Too Scared To Fly?
The recent spate of airline disasters has jangled flyers’ nerves. To get a pulse check on consumer sentiment, we asked respondents in the US, UK, and Canada how they felt about the state of air travel.
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Ask, Don’t Interrogate: Best Practices For Collecting Zero-Party Data
As more privacy regulations and consumer tools emerge, the challenge for brands is how to ask consumers for data in a way that is user-friendly and encourages them to share their information. Get an example on how to collect zero-party data in this preview of a new report.
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Forrester’s Customer Obsession Awards: Why Winning This Award Matters
Showcase your customer obsession journey and achievements with Forrester’s 2025 awards. Apply now for the chance to gain global recognition and exclusive perks while elevating your brand.
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Build Effective Personas To Drive Empathy
At their best, personas elicit empathy, help teams prioritize, and drive human-centric decision-making. Many fall short of this. Learn about the qualities of effective personas — and attend CX Summit North America to get a deeper dive and practice improving your own.
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Siloed CX Metrics Are Holding You Back — Take Action At CX Summit EMEA
Too many companies invest in CX to improve what their customers say about their experiences, rather than to actually improve those experiences. At CX Summit EMEA 2025, learn how to create better, more meaningful experiences that foster loyalty and growth.
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X-tortion: How Advertisers Are Losing Control Of Media Choice
The platform's recent actions to appeal for increased advertising investment threaten media choice and the solvency of the advertising industry.
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It’s 2025, And The Consumer Is Hurting
For those of us in the US who track the economy and its implications for consumers and the brands that sell to them, it’s been a head-spinning couple of months. Policies have been coming at us fast and furious as a new administration looks to stamp its mark on the economy. Of course, the US […]
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The New iPhone 16e: A Small Step For The iPhone, A Giant Leap For Apple
In what was billed as a surprise announcement, Apple today introduced the newest member of the Apple family: the iPhone 16e.
CX Summit: Bring Your Team — Five Tickets For The Price Of Four!
Attend CX Summit North America to unite remote teams and enhance skills with 42 breakout sessions, 40 case studies, nine workshops, and 14 interactive sessions focused on creating your customers' total experience.
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Balanced Benefits Give Loyalty Programs A Competitive Advantage
Maximize loyalty program effectiveness with a balanced mix of transactional benefits that offer monetary value and nontransactional benefits that spark more emotional connections.
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Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
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The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
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Tariffs, Your Customer, And Your Brand: A Common-Sense Guide
A tariff is simply a tax — when one country imposes a tariff on another (as the US has done with China and is threatening to do with Canada and Mexico), then products imported from those countries are subject to a tax.
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SEO Must Solve Its Marketing Problem
SEO remains critically important, despite its challenges. The market for SEO solutions is growing to meet marketers’ evolving needs, including adapting to the rise of generative AI and diversification of search beyond Google. Our new Landscape report delves into the SEO market’s maturity, dynamics, notable vendors, and more.
Nominate Your CX Trailblazing For A Forrester Award
Showcase your customer obsession for all to see. Submit your nomination for Forrester’s Customer-Obsessed Enterprise and Leadership Awards. Winners earn event exposure, recognition, and bragging rights!
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Participate In Forrester’s 2025 State Of B2B Events Survey And Unlock Valuable Insights For Your Organization
Participate in the Forrester 2025 B2B event trends survey and gain access to the latest trends to help shape your event strategy this year.
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The Artificial Intelligence Action Summit In France: Maintaining The Dialogue On Global AI Regulation
After the two previous summits hosted at Bletchley Park in the UK (November 2023) and in Seoul, South Korea (May 2024), French President Emmanuel Macron has decided to host a new AI Action Summit, cochaired with India, on February 10–11 in Paris.
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Great Digital Banking Experiences Create A Data-For-Value Flywheel
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]
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