B2C marketing

Three brands that shined and three that lost some luster in 2019, along with what to look for in 2020.

Evaluating a vendor's go-to-market strategy can provide some key insights for technology buyers.

AI, Privacy, And Transparency Dominate The Marketing Discussion At CES 2020 Rather than trolling the floor of the more than 4,400 exhibits at this year’s Consumer Electronics Show (CES) looking for the technology of the future, Jay Pattisall tried something different: listening to the conversations of marketers and agency executives for hot issues. Artificial intelligence […]

Thanks for checking out the last FORRward perspective for 2019. We’ll be back in 2020 with more fresh ideas and thoughtful commentary. Wishing everyone a wonderful holiday! Healthcare CIOs Are Pushing US Congress To Block Patient Data Sharing Across Mobile Apps The College of Healthcare Information Management Executives (CHIME), representing more than 3,200 CIOs and […]

Shifting from treating loyalty as a standalone marketing practice to weaving it into the entire customer experience is hard. Learn how Nike gets it right.

It's not about machines taking over. Rather, it’s about using intelligent technology to augment humans' capacity to create and execute ideas.

Product Security Takes Center Stage As Attackers’ Livestream Ring Devices Harass Users The astronomical success of Ring’s opt-in surveillance products took a dark turn over the last week when attackers began reusing credentials to gain access to the devices and harass families. The devices themselves were not compromised; instead, attackers reused passwords from accounts without […]

This year, we’ve seen an uptick in client and industry interest in customer communities. Marketers want to build authentic and lasting relationships with customers who are more and more likely to experiment and less and less likely to trust traditional advertising. The concept of community management isn’t anything new — we’ve been writing about it […]

Embracing gender evolution; hyperscale cloud emerging tech partnerships; healthcare innovation award winners.

Fifteen developments we expect to see in the coming year — along with five that won't come to pass.

VP and Principal Analyst Thomas Husson shares five predictions expected to impact CMOs and B2C/B2B marketers in Europe in 2020.

LVMH Acquires Tiffany & Co.: Why It’s A Prudent Match LVMH (Moët Hennessy – Louis Vuitton SE) is acquiring Tiffany & Co. for approximately €14.7 billion (or $16.2 billion). For LVMH, this will strengthen its presence in the US market and position in the jewelry category. For Tiffany & Co., it presents an opportunity to […]

Forrester forecasts that more than 294 million adults in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam are online in 2019 and that 56% of them, 164 million, shop online. In the recently published “Forrester Infographic: Connected Shoppers In Southeast Asia,” we share several insights: Shoppers in Southeast Asia are connected and channel-agnostic. Consumers in […]

Principal Analyst Emily Collins shares three ways retailers can offer real value to shoppers.

Dreamforce takeaways, Microsoft HoloLens 2, old meets new in electric cars, and more.

Don’t let the name fool you. Even though the category is cross-channel campaign management, CCCM is more than just campaigns. CCCM technology is evolving to address contextually relevant customer interactions, and marketers are turning to CCCM solutions to support their moments-based marketing capabilities. See our “The Future Of Enterprise Marketing Technology” report for more details […]

In their embrace of new tools and tactics, marketers have at times lost sight of the people they aim to connect with. It's time to take a step back and revisit core assumptions.

Nike Just Does It First, the age of the customer shifted power away from institutions to individuals, drastically reducing the control companies had over their own brands. Then came Amazon: The competitive juggernaut ripped whatever shred of control brands had left, leaving them to figure out the algorithmic enigma of eCommerce while competing on price […]

In my four years at Forrester, I’ve crossed paths with a lot of three-letter technologies: CDP, DMP, OTT, ITP, and ETP . . . the list goes on. But MRM, or marketing resource management, has a unique challenge amid this alphabet soup: Marketers rarely call it by its name. Instead, when we speak to marketers, […]