B2C marketing

You and your PR team have a detailed crisis communications plan. The problem is, it’s wrong. Crisis communication principles have lagged changing expectations of transparency and responsiveness from today’s consumer. Today’s empowered consumers, as Forrester calls them, have the devices and ability to uncover and share facts — and rumors — even as the crisis communication plan […]

What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]

What’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […]

Marketing technology (martech) vendors are heavily pitching AI. However, AI per se is not new and won’t solve CMOs’ problems overnight. In fact, many marketers use AI without even knowing it, when they use AI-powered algorithms for programmatic ad buying! The reality is that AI will scale existing data-driven marketing approaches and give modern CMOs […]

We are delighted to announce “The Forrester Wave™: Marketing Resource Management, Q3 2018.” Our 35-criteria evaluation includes the eight most significant MRM vendors — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and Workfront. Forrester defines marketing resource management as: enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content […]

Marketers, need inspiration to get started with advancing your marketing performance measurement strategy? Look no further! In our latest report, “Case Study: Advanced Measurement Transforms Marketing,” we profile two companies — a retail bank and a global prestige beauty brand — about their implementation and management of their advanced measurement strategy. They both took very […]

In the past few months, my colleague James McQuivey has written several blogs about the exciting times we live in. In these posts, he focuses on how technology is fundamentally changing the way we interact with the world around us and how that change is grounded in evolution. His research shows that our uniquely evolved […]

Once upon a time, most brands relied on six-week-plus cycles of feedback through consumer surveys and expensive focus groups to listen to their consumers. Today, social listening platforms have become a staple in most brands’ marketing tech stacks because of their ability to give brands near real-time feedback and insight into conversations about their brands, […]

In season four of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star of the same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack. The pitch is to executives at the fictitious WhatTimeIsItRightNow.com, an online source for local times around the world.[i] The website has […]

Embracing change is such an important piece of life. Whether it is taking a new job, moving to a new community, or experiencing a new culture, change can enrich your life, even though it means overcoming the discomfort of leaving familiar ways behind. B2C marketers have embraced many changes in the media and in consumer […]

Facebook’s Q2 2018 earnings call was not well received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a US traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […]

Facebook’s Q2 2018 earnings call was not well-received by investors as evidenced by the stock’s 19 percent price drop equating to the largest-ever loss in market value in one day for a U.S. traded company. But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest earnings […]

Today’s marketers are distracted by new technology and more data promising more efficient and personalized advertising. So they forget that adtech — in a vacuum — is no match for how people today consume media, interact with advertising, or think about their experiences with brands. In fact, we know that consumers’ opinions vary widely about how they […]

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

Voice is marketing’s most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. Read Forrester’s latest report on voice to learn why voice will flourish, what that means for your brand, and how to get ready to win in the world of voice. Get Ready For The […]

Susan Bidel, Joe Stanhope, Tina Moffett, and I were able to attend Google Marketing Live this week in San Jose. There were many announcements and changes made to Google’s platforms and products. Possibly the most significant — an announcement that was made over a week ago — was the retirement of the AdWords and DoubleClick brands in […]

On paper, customer experience (CX) is about people creating memorable experiences for other people. But in reality, resonating with consumers is complex and messy. Customers approach your brand with unique emotional profiles, tendencies, and preferences that shape how they feel about your CX. Like people themselves, CX isn’t objective or static — its quality relies […]

Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]

Sometimes you hit a nerve as an analyst. Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!” Nick Barber and I had that experience over the last several months. The issue: How far along are you on […]