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.

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Insights

Blog

VivaTech & The New French Tech Next40/120: When AI Meets Green Tech

Thomas Husson 3 days ago
Paris will be the center of innovation and technology this week. Get a unique preview of the 2024 edition of the VivaTech conference in Paris.
Podcast

How Brands Can Steer Clear Of GenAI Backlash

What It Means May 16, 2024
As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.

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

The State Of Generative AI For Marketing In Asia Pacific

Xiaofeng Wang May 7, 2024
I’m pleased to announce the publication of the first of my two generative AI (genAI) marketing in APAC reports, The State Of Generative AI For Marketing In Asia Pacific (client-only access). The data overview report covers a wide range of topics on APAC marketers’ use of genAI, including adoption, investment, use cases, benefits, challenges, and […]
Blog

Accelerating Advertising With AI Comes At A Cost

Nikhil Lai May 7, 2024
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.
Blog

What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)

Jessica Liu May 2, 2024
Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]
Blog

Location Data Is A Problematic Fave, And It’s Time To Break Up

Stephanie Liu May 2, 2024
We’ve written in the past about the dangers of location data, but recent headlines have once again highlighted its extremely problematic nature. The US Federal Communications Commission fined four mobile carriers $200 million for selling customers’ location data, and Google is paying a $62 million settlement in a class-action lawsuit alleging that it collected location […]
Blog

Is Apple’s Blue Bubble Too Big To Burst?

Dipanjan Chatterjee April 30, 2024
Consumers aren’t sold on the DOJ’s argument that Apple is an anticompetitive monopoly against which action should be taken. Find out why.

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

From Taylor Swift To “Civil War” — Brand AI Models Clean Up AI Creative Pollution

Jay Pattisall April 26, 2024
What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.
Blog

Don’t Let Google’s Cookie Commitment Issues Delay Better Advertising Experiences

Tina Moffett April 26, 2024
Despite the delay, you still should move forward in improving your customers' advertising experiences. Here are steps to take now.
Blog

Caution And Lack Of Understanding Steer UK Consumer Attitudes Towards Generative AI

Martin Gill April 25, 2024
Recent surveys about UK consumer attitudes towards AI and generative AI show one sentiment: cautious skepticism. Get three key takeaways from our most recent data in this preview of our upcoming session at CX Summit EMEA.
Blog

Latest Proposed Federal Privacy Law Faces Favorable Winds

Stephanie Liu April 22, 2024
Though the American Privacy Rights Act faces an uphill road, there are clear signs of progress on the consumer privacy front. Learn about the bill and what marketers can expect.
Blog

TikTok Users Are Split About TikTok Notes

Mike Proulx April 18, 2024
As TikTok begins to roll out TikTok Notes, it faces more headwinds than tailwinds as it tries to take on Meta's Instagram. Get a detailed analysis in this post.

Build An Engine Of Customer Loyalty - And Revenue

Read our report to learn how to build customer loyalty, brand equity, and revenue with a B2C customer-obsessed growth engine.

Blog

The Green Consumer Paradox

Thomas Husson April 15, 2024
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

Mo Allibhai April 10, 2024
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 […]
Blog

Daniel Kahneman Changed How We Think About Consumer Choice And Brand Strategy

Dipanjan Chatterjee April 9, 2024
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

Tina Moffett April 8, 2024
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

Stephanie Liu April 4, 2024
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?

Cindy Liu April 4, 2024
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

Thomas Husson April 3, 2024
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.
Blog

50/50: Private Label Is Coming For You

Dipanjan Chatterjee April 2, 2024
Private-label products are increasing in popularity as prices soar. Brands should be worried — find out why in this blog post.
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