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
Update Your Understanding Of Emotion (Hint: It’s Not Just Feelings)
2020 was an emotional rollercoaster. A global pandemic, economic upheaval, social unrest, and a contentious election have all left consumers reeling. Marketers know that emotion is the biggest driver of purchase decisions and naturally attempt to tap into these turbulent consumer emotions. But those attempts can fall flat (see: this mash-up of pandemic advertisements that […]
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European Banking Brands: Improve Your Mobile Banking Experience
5 best practices and actionable tips to implement in your journey.
Blog
What To Expect From CES 2021
For the first time ever, the Consumer Electronics Show will be a digital-only event. Like Mobile World Congress in Barcelona, Viva Tech in Paris, or IFA in Berlin, this is one of the few key global technology and innovation events. Physical networking usually enables both startups and large companies to meet prospects, generate leads, sign […]
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Blog
Consumers Ride A Rising Tide Of Consumer Energy Into 2021
Consumer energy is rising again. The latest pulse reveals that, over the course of the past three months, overall consumer energy has moved from 39 up to 43, and consumer energy has grown along every key emotional dimension.
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Blog
Consumer Partners: Who They Are And Why You Should Care
Business-to-business partnerships are a long and well-established way for businesses to grow. Many software companies, for example, owe the lion’s share of their revenue from sales through partners. Partnering with consumers, however, is less mature and less industrialized, even if the practice is actually very widespread. First of all, what is a consumer partner or […]
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Blog
Five Ways To Ensure Deep Collaboration Between Marketing And CX
CX and marketing can master the new normal by reinventing their relationship with each other. Learn five proven strategies for creating deep and sustained collaboration between CX and marketing.
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Blog
No One Should Be Surprised About The Facebook, Inc. Lawsuit In The US
Facebook has thrived in the short term with record-setting users and revenue. Long term, its outlook remains bleak.
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Predictions 2021 Online Event
Dive deep into the dynamics that will generate obstacles and opportunities in 2021.
Research Collection
B2C Marketers: Use Your Brand Messaging To Deliver Value During The Pandemic
COVID-19 is now an unavoidable part of consumers’ lives, and marketers need guidance on how to effectively communicate with them in these ever-changing times. To help marketers address the fear, uncertainty, and challenges that consumers are experiencing, we’ve created a collection of research that provides a range of approaches to consider as they strategize how […]
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Blog
Marketing For A Healthy Holiday Season
Consumer marketing leaders have a tall order every holiday season: to drive 30% of their firm’s annual sales. This year, their task also includes making up for sales lost due to COVID-19 shutdowns and shut-ins, while limiting in-person crowds. I, along with my colleagues Jay Pattisall, Julie Ask, Jim Nail, Tina Moffett, Sucharita Mulpuru, and […]
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Blog
You Can Quantify The ROI Of SEO
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
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Podcast
Big Risks Are The Safest Option For B2C Marketing In 2021
The tumult of 2020 has turned yesterday’s marketing best practices into today’s imperatives. Explore our B2C marketing predictions in this What It Means episode featuring VP, Principal Analyst Shar VanBoskirk and Analyst Stephanie Liu.
Listen Now
Blog
2021 B2C Marketing Priorities In Europe
How should European B2C marketing leaders prepare for 2021? Read our concise recommendations for B2C marketing success in the coming year.
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Predictions 2021 Hub
Explore our blog posts, videos, guides, and other resources to understand the dynamics that will shape 2021.
Blog
Europe’s Digital Renaissance Starts Now
Europe has lost the battle for the digital consumer. But European firms now have a global opportunity. How can CMOs and business leaders seize it?
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Blog
Spotify Adds Megaphone To A Long List Of Podcast Acquisitions
There’s been yet another big move today in the podcast space, as Spotify acquired Megaphone for its podcast advertising technology. The acquisition for $235 million continues Spotify’s three-year buying spree in the podcast market and further solidifies its dominant position here. Spotify Adds Megaphone To Bolster Monetization Of Its Podcast Content In addition to giving […]
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Blog
Adobe Buys Workfront To Boost Upstream Creative Support
Adobe announced yesterday it’s shelling out $1.5 billion to acquire work management tool Workfront, cementing a longstanding partnership between the two companies. Together, Adobe and Workfront can spin a tale of coupling a Forrester Wave™ Leader digital asset manager (DAM) and a work management tool that can handle all the planning and collaboration aspects of […]
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Blog
Livestreaming Commerce Lands In Europe
Live-streaming commerce is arriving on European shores. Here's what European marketers can expect...
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Blog
Give Customers The Gift Of Convenience This Holiday Season
This holiday season, many consumers will be forgoing big family dinners and exotic holiday markets and instead playing host to unwelcome guests like worry (for their health) and anxiety (for their finances). This holiday season, everyone just needs a break. Marketers can help consumers make the best of their holidays by making their lives a […]
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The Future Of B2C Business Models
Disrupters like Spotify have changed the way B2C businesses make money. Discover how your firm can thrive as digital innovation reshapes customer expectations.
Blog
What To Expect On Singles’ Day 2020
We’re approaching the 11th anniversary of Double 11 (aka Singles’ Day), the largest shopping festival in the world. We expect that: It will be the longest and most complex Double 11 ever. Brands and retailers are eager to recover from the impact of COVID-19 and will double down on their investment in Double 11 to […]
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Blog
Give More Thought To Giving Tuesday
These days, many companies are trying to express moral, social, or political values that resonate with values-based consumers. Giving Tuesday (which falls on the first Tuesday after Thanksgiving) presents an opportunity for companies to do just that, so a growing number of brands participate. However, companies’ participation in Giving Tuesday will resonate with the market […]
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Blog
Close The Gap Between Brand, Customer, And Employee Experiences
Customer experience (CX) has become the number one business priority for marketers. The percentage of European B2C marketers considering improving CX as their company’s top business priority has jumped from 26% in 2019 to 46% in 2020. CMOs are fully aware of the importance of customer data to personalize experiences. The employee data tsunami is […]
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