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

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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins 3 days ago
Brands Pledge To Stand With The Black Community In the aftermath of George Floyd’s murder, citizens are taking to the streets to protest institutionalized racism. Brands are speaking out, too, because, as Netflix tweeted, “To be silent is to be complicit.” Netflix joins brands such as Google, Nike, Peloton, and Target (whose stores were looted) in taking a vocal anti-racist stance. Firms hear consumers’ desire to align with brands that share their values and are emboldened to make […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins May 26, 2020
Ensuring Employee Mental Health Is Crucial For COVID-19 Economic Recovery The mental health impact of COVID-19 is coming to light, and it’s not reassuring. In a survey conducted by SAP, Qualtrics, and Mind Share Partners, over 40% of respondents said their mental health has declined since the outbreak of COVID-19. Returning to work is not likely to fix the issue. The workplace is […]
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Brand + CX: Marketing's New Imperative

The rules of marketing have changed. Learn how to capture opportunity and drive growth.

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I consumatori italiani si sono concentrati sul digitale. Ora tocca alle aziende.

Enza Iannopollo May 26, 2020
La pandemia sta cambiando rapidamente le abitudini dei consumatori Italiani. Alcune di queste abitudini passeranno con il passare dell’emergenza, ma altre rimaranno. Per saperne di più, abbiamo appena completato una ricerca su un vasto campione di consumatori in Italia. I nostri dati suggeriscono che i consumatori italiani continuano ad essere preoccupati, ma non solo dal […]
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Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition

Jessica Liu May 19, 2020
There may be more to the move than meets the eye. The acquisition will give Facebook access to data it will find useful.
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins May 18, 2020
Firms Poised To Survive The Pandemic Aren’t Laying Off CX Pros — They’re Doubling Down To cut costs, companies are laying off employees in customer experience (CX), customer success, and customer support. That’s a big mistake for three reasons. First, we have proof that improving CX increases revenue, lowers cost, and mitigates risk. Second, firms with a strong CX function have the customer understanding needed to weather the pandemic. Insights about needs and […]
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The Future Of Financial Brands: Less Financial, More Brand

Dipanjan Chatterjee May 15, 2020
The crisis in financial services is not just that most banks don’t get relevance and relationship right. It’s that most of the leading consumer brands eyeing the financial space do.
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How To Decide If An Emerging Marketing Channel Is Right For You

Collin Colburn May 11, 2020
The whole world and economy has changed over the past several months due to the pandemic. The global economy is in a recession. Advertisers are decreasing media budgets, which is leading to decelerating ad revenue for many of Silicon Valley’s largest companies. But consumers are seeking entertainment and connection during this time and are increasingly […]
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Competing For Today’s Values-Based Consumers

Understand what drives today’s values-based consumer and how brands can clearly and authentically deliver their values messaging.

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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins May 11, 2020
COVID-19 Accelerates Momentum For Sales Engagement B2B sellers face the most challenging selling environment of their lifetimes. Business leaders who already invested in sales digital transformation and technologies are reaping the rewards for their prescient decisions. Sales engagement (SE) solutions — originally designed to help sales development reps manage and automate multichannel touchpoints — now deliver significant productivity gains and more to entire revenue teams. The COVID-19 pandemic is accelerating existing […]
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Sortir du confinement pour entrer dans la crise

Thomas Husson May 11, 2020
Bien qu’il y ait déjà plus de 12 millions de chômeurs partiels, de nombreux français ne semblent pas encore réaliser l’ampleur de la récession économique qui s’installe. Ils vont sortir progressivement du confinement pour entrer dans la crise, qui s’aggravera si la confiance n’est pas au rendez-vous ou si le déconfinement est trop progressif. Une […]
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How The COVID-19 Crisis Will Impact Marketing Spend Between Now And 2022

Shar VanBoskirk May 8, 2020
The COVID-19 crisis has upended CMO priorities and budgets. Wondering what to plan for now? Read our forecast.
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Consumers Weigh Travel Industry Uncertainty With Growing Desire For Adventure

Anjali Lai May 8, 2020
Stay-at-home orders and pervasive consumer fears have devastated the travel industry, which, after setting profit records a few months ago, has been reporting losses around $18 billion a week since March. Preparing for recovery begins with measuring the evolution of consumer motivation, attitude, and behavior. While record-breaking unemployment rates and anxiety about a fragile economy […]
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Dive Into Moments-Based Marketing At CX North America

Joe Stanhope May 5, 2020
To bring moments-based engagement to life, marketers will need a new approach to recognize and act on moments and new planning techniques to establish balance between moments and campaigns. To pull it off, they’ll need the data and technologies that can turn signals into insights and to identify the moments that matter and deliver interactions precisely at the right time.
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CX North America 2020

Join this virtual experience for three days of innovative customer experience and marketing thought, tech, and strategy.

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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins May 4, 2020
Use Federal Stimulus Funds To Deepen Customer Obsession US federal stimulus packages feature over $1 trillion in benefits to businesses. How will your company use its share? In our report, “Six Ways You Should Use The Federal Stimulus To Drive Customer Obsession,” we detail key ways businesses can use federal stimulus money to put customers at the […]
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Q1 Earnings: Google, Amazon, Facebook, Twitter, Snapchat Advertising Decelerates While Usage Accelerates

Jessica Liu May 1, 2020
The global economy is in recession: US Q1 GDP declined 4.8%, and the eurozone’s contraction set a record. As far as the advertising triopoly and the social networks are concerned, however, advertising in Q1 surpassed bleak expectations and usage is booming — but not all is how it appears to be. Advertisers: The Pandemic’s True […]
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COVID-19 Europe Outlook: Brands Must Adapt To Consumers’ New Focus On Values

Thomas Husson April 30, 2020
The etymology of the term “crisis” refers in Latin to a “turning point in a disease, that change which indicates recovery or death” but comes in fact from the ancient Greek krinein, “to judge.” By analogy, the massive economic crisis that will follow COVID-19 will dramatically accelerate existing gaps in how companies have adapted to […]
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Media Companies, We Want To Hear From You!

Mary Pilecki April 28, 2020
Here at Forrester, we know today’s consumer has an unprecedented amount of power. But we need your expertise to help us deduce exactly how deeply the consumer is disrupting the media industry — before, during, and after the pandemic. We’re currently working on a report specifically for media firms to help you explore your changing […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins April 27, 2020
COVID-19 Is Proving That Consumer Voices Can Influence Business Decisions Last week, major corporations learned firsthand the power of values-based consumers. Many received harsh backlash after applying for and receiving funds from the Paycheck Protection Program (PPP), intended to help small businesses keep their workforces employed amid the COVID-19 crisis. The US government allocated $349 billion to the program, but many small businesses were denied after larger players received […]
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Webinar: Predictions 2020

Dive deeper and get your questions about 2020 answered during our complimentary predictions webinar.

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How COVID-19 Influences The Values-Based Consumer

Anjali Lai April 23, 2020

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Facebook’s Investment In Reliance’s Jio Platforms Moves Its eCommerce Dream Forward

Satish Meena April 23, 2020
The deal, which makes Facebook the largest minority shareholder in the Indian telecom network, also surfaces challenges that will need to be addressed.
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FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins April 20, 2020
The March Numbers Are In: Retail Sales Are Down But Not Out The United States Census Bureau released preliminary figures for March sales in the US on April 15, which provided an official glimpse of the impact of COVID-19 on the US economy and retail spend. We expect the upcoming slate of earnings releases to reinforce the following narrative: Consumer spend is up at grocery stores (including alcohol […]
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