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
A Brand’s Values Must Withstand The Pressure Of Politics
The lines between brands and politics have blurred. If companies are committed to standing with their values, politics are unavoidable. But that doesn’t mean a given brand must or should take on every single issue. Company values will determine when to choose a side.
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Blog
CMOs At Sustainable Brands Are Bold
In my recent report, “Embrace The Green Business Opportunity,” I demonstrated how new entrants and innovative brands, especially in Europe, are disrupting the status quo and becoming profitable sustainable businesses. This is not just about the iconic Patagonia, but also about Allbirds, Arcadia Power, Backmarket, BlaBlaCar, C’est qui le Patron?!, Ecotone, Enfuce, Frosch, Imperfect Foods, […]
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CX North America
A more connected experience is possible. Learn more at Forrester’s must-attend event for CX practitioners.
Blog
How To Make Sense Of Consumer Behavior After The Pandemic
Here in New York City, COVID-19 vaccinations are opening to all residents ages 16 and up; the fluttering arrival of warmer weather and easing of restrictions are lifting spirits and drawing locals out to the parks and sidewalk restaurants. As the world gradually starts to recover, marketing leaders are asking a burning question: Are the […]
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Blog
Announcing Forrester’s First Now Tech On Cross-Channel Campaign Management In Asia Pacific
In case you missed it, our Now Tech report on cross-channel campaign management (CCCM) in Asia Pacific is out, which covers 27 key CCCM players in the region. Contextual, relevant, and personalized are the three words that every customer longs for and every marketer strives for. The pace of consumer behavior change has mutated this […]
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Blog
Danone, The Green Revolution, And The Next Wave Of Business Transformation
Last Friday, my daughter — who will soon turn 15 — participated in her first demonstration, one organized by Fridays for Future. She’s passionate about climate change and biodiversity. I was 12 years old when the Chernobyl disaster occurred, but I was (and still am) passionate about politics. The fall of the Berlin Wall was […]
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Blog
The Collision Of Precision And Persuasion: Rethink The Customer Lifecycle
The separation of media and creative execution 40 years ago sent the advertising industry spiraling. Advertising’s perception has devolved from entertaining to annoying, investment to commodity, channels organized to communication everywhere, and audiences obtainable to users elusive. Savvy marketers are actively seeking solutions to join the lower and upper funnels of marketing as a means […]
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Blog
Intelligent Creativity Overhauls The Creative Process
When technology and human ingenuity combine the result is Intelligent Creativity, a process that will redefine the how, who, and what of today's marketing.
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Connected Experiences. Inform. Integrate. Grow.
A more connected experience is possible. Learn more at CX North America, Forrester’s must-attend event for CX practitioners.
Blog
Agile CMS Moves The Market Beyond Headless — The Just-Released Forrester Wave™ Evaluation
Agile content management systems (CMSes) build on the momentum of nearly 30 years of delivering modern, digital, internet-powered experiences. With a nod to both developers and practitioners, agile CMS seeks to enable collaborative, iterative approaches to content and experiences that satisfy both sides of the house. Make no mistake, though, agile CMS is more than […]
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Blog
Did You Hear? Social Networks Want In On Audio
First the social networks conquered text. Then they dominated video. And now, the new frontier: audio. New app Clubhouse has garnered significant buzz for its audio-based chatroom environment, where users can join live conversations with people and topics they follow. Last month, Twitter announced its acquisition of Breaker, a social podcasting app, and quickly transitioned […]
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Blog
Four Takeaways From The Super (Advertising) Bowl
By the end of the third quarter, there wasn’t much doubt about the outcome of the game. But suspense lingered about how the ads would perform in this high-stakes contest for brands and their agencies. Advertising holds up a mirror to society, nowhere more than the premier advertising event of the year, the Super Bowl. […]
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Blog
A Consumer “Tech-celeration” Is Advancing Behaviors But Straining Emotions
The crises of 2020 turbocharged consumers’ technology adoption and usage. Yet in 2021, consumers are struggling to make sense of their need for technology and their hesitation to rely on it.
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European Banking Brands: Improve Your Mobile Banking Experience
5 best practices and actionable tips to implement in your journey.
Blog
Consumers Are On Social Media, But That Doesn’t Mean They Want To Hear From You
Brand marketers shouldn’t be asking if their consumers are on social media, but rather, “Do they want to hear from my brand?” Discover the segments of social customers and their preferences.
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Webinar
Predictions 2021 For Marketing Leaders
Discover the critical trends that will matter to marketing leaders in 2021.
Watch Now
Blog
Empowered Consumers Call For Sustainability Transformation
While consumer conversations about the climate have ebbed and flowed for decades, 2020 marked a turning point that sparked unprecedented urgency around the climate crisis. Learn how this will impact consumer trends in 2021.
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Blog
Update Your Understanding Of Emotion (Hint: It’s Not Just Feelings)
We’ve assembled a compendium of Forrester’s existing research on emotion, with the help of analysts across a variety of coverage areas. This research will help CMOs — and other leaders across the enterprise — rethink the dynamics of emotion.
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Predictions 2021 Online Event
Dive deep into the dynamics that will generate obstacles and opportunities in 2021.
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
Tendances 2021
Il y a près d’un an déjà, je publiais un blog sur les tendances 2020. Ce matin, je découvre un article des Echos qui explique pourquoi l’ère des épidémies ne fait que commencer. La lecture de cet article m’inquiète mais paradoxalement ne me surprend pas. En l’espace de neuf mois, nous nous sommes habitués à […]
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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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