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

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski 2 days ago
The California Attorney General just Published CCPA rules, and they're clear as mud.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 7, 2019
Cybersecurity Awareness Month Is Underway Executives consider cyberattacks the second leading global risk to doing business, per the World Economic Forum’s 2019 Global Risks Report. The US Senate passed a law to help firms suffering from ransomware attacks, and the NSA launched a new Cybersecurity Directorate. With a flurry of activity already underway, it’s going […]
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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

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Customers Don’t Think Bank Experiences Are Improving

Alyson Clarke October 1, 2019
Customers aren't impressed by banking experiences. Learn why.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 30, 2019
Amazon’s New Echo Lineup Does What Fire Phone Never Could Remember when Amazon created a new phone, hoping it could revolutionize the smartphone business? Remember how badly that failed? This week, Amazon released new products that prove it doesn’t need a smartphone to get up close and personal with its most engaged customers, who now […]
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Financial Service Firms Need To Stop Thinking Like Retailers On Personalization

Alyson Clarke September 26, 2019
By thinking like retailers, banks are leaving money on the table.
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FinovateFall 2019: What’s Shifting In Fintech Innovation

Alyson Clarke September 25, 2019
I had the pleasure of attending FinovateFall in NYC over the past two days to see the latest and greatest in innovations from more than 70 fintechs. In the video below, I share my thoughts about what was great, what was missing, and what’s shifting in fintech innovation.  
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Marketers: Embrace A Better CX

Brigitte Majewski September 24, 2019
Marketers' attempts to reach and win customers may be driving them away instead. Take the first steps toward a truly customer-centric marketing strategy that drives retention and growth.
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End Marketing Dissonance

Marketing effectiveness is hindered by a gap between marketers’ perceptions and customers’ realities.

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 23, 2019
IBM Reduces Rising Risks As Data Flows Between Partners With New Hybrid Cloud Data Protection Last week, IBM unveiled a new solution — IBM z15 — that provides data privacy passports and helps clients manage who gets access to data via policy-based controls. As Forrester’s security research has shown, one of the biggest risks in […]
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Meet The Performance Marketing Agencies

Collin Colburn September 18, 2019
I’m excited to share that “The Forrester Wave™: Performance Marketing Agencies, Q3 2019” is live. This is the newest iteration of one of Forrester’s longest-running Wave evaluations: search marketing agencies. We first evaluated search marketing agencies in 2006, led by my colleague Shar VanBoskirk. Since then, we’ve done six Waves from 2006 to 2017. In […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 16, 2019
Apple’s 2019 Event: What’s Missing Is What’s Telling — Branding When Apple cuts prices, you know there’s a problem. A price premium signals brand strength; any contraction is a cause for concern. Yes, Apple’s decisions to start monetizing services is a good strategy, but is it enough? It comes straight out of every management consulting […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 9, 2019
Le Tote Buys Lord & Taylor — A Most Peculiar Way To Buy Growth Fashion subscription company Le Tote agreed to acquire the storied (if tired) department store Lord & Taylor. We have several questions. For starters, the price. Le Tote, a popular yet relatively nascent rental company, has raised $62.5 million in venture capital […]
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Meet Your Newest B2C Martech Analyst

Steph Liu September 9, 2019
Do you work with marketing resource management (MRM) or mobile engagement automation (MEA) tools? If yes, I want to hear from you! I’m Steph, the newest member of Forrester’s B2C martech research team. I’ve been at Forrester for four years, first as a research associate and most recently as a researcher on the B2C marketing […]
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Breakthrough Or Bust: Understand And Master Consumer Energy

Discover the underlying forces that compel consumers toward or away from a brand experience

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 4, 2019
An Oklahoma court ordered Johnson & Johnson to pay $571M for involvement in “false, misleading, and dangerous marketing campaigns” that contributed to the state’s opioid crisis. Here’s both a risk and brand perspective on why business leaders should care. J&J Shares Recover — But Its Reputation May Not Our Security & Risk Analysts Alla Valente […]
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Google, Facebook, And Amazon: From Advertising Duopoly To Triopoly

Collin Colburn September 3, 2019
Google and Facebook have long dominated the digital advertising landscape. Now, Amazon has staked its claim. What could this mean for the ad industry and for marketers?
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The CMO/CIO Paradox

Keith Johnston August 27, 2019
Countless articles have been published on the growing importance of CMO-CIO collaboration. But we still struggle to identify great CMO/CIO partnerships that consistently have a meaningful impact on their businesses together. Learn why and what to do about it.
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More Than A Buzzword: Master The Identity Graph To Unlock The Value Of Identity Resolution

Joe Stanhope August 26, 2019
The identity graph has traditionally been regarded as an obscure technical function, but it’s hard to overstate its importance. The identity graph is the foundation of identity resolution, and its mapping of consumer identifiers determines the scale, accuracy, and reach of marketers’ analytics and engagement efforts. Unsurprisingly, as B2C marketers recognize the impact of the […]
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The State Of Influencer Marketing: Growing

Ryan Skinner August 22, 2019
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 […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski August 19, 2019
The Great Gender Blur And Its Impact On The Future Of Marketing Marketing stands at the threshold of a monumental cultural shift — the great gender blur. The male-female binary and all its associated tropes that have pervaded brand marketing for decades are on shaky ground. The Advertising Standards Authority (ASA), the UK’s independent advertising […]
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Revlon’s Cautionary Tale: The Changing Nature Of Influencer Marketing

Brigitte Majewski August 16, 2019
Revlon learned the hard way that influencer marketing is an ever evolving and finicky proposition. Learn more.
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Introducing Autonomous Finance: Forrester’s New Research On Algorithm-Based Financial Services

Peter Wannemacher August 15, 2019
Weigh in on the future of autonomous financial services.
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