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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Twenty Mobile Trends For 2020

Thomas Husson 23 hours ago
I have just published a post sharing some of our marketing predictions for 2020. It made me realize that Forrester no longer publishes dedicated “mobile” predictions. Why? Because mobile has simply become a key driver and enabler of business transformation. Mobile is embedded everywhere. However, many brands wrongly think they have ticked the mobile box […]
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2020 Marketing Trends

Thomas Husson 3 days ago
In the past three weeks, I have shared the key findings of our predictions research to different clients and at some Forrester events in London and in Amsterdam. It is always interesting to challenge clients on some of their assumptions, discuss what trends will accelerate next year, or be challenged on some of the bold […]
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Predictions 2020

Discover the dynamics that will define 2020 and beyond.

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski December 2, 2019
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 […]
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Understand Connected Shoppers In Southeast Asia

Xiaofeng Wang November 27, 2019
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 […]
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Your Loyal Customers Don’t Need Another Coupon This Holiday Season — Here’s What To Do Instead

Emily Collins November 25, 2019
Principal Analyst Emily Collins shares three ways retailers can offer real value to shoppers.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 25, 2019
Dreamforce: Industry Confab, Cultural Event, Or Populist Movement? We walked as pilgrims to the Golden Gate to wander the forests of Howard Street and Moscone Center and drink from the fountain Dreamforce. There, we mingled — herded, really, by guides dressed as National Park Service rangers — with executives in snappy blazers and Trailblazers representing […]
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Yes, Really! Two Cross-Channel Campaign Management Forrester Wave™ Evaluations

Rusty Warner November 19, 2019
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 […]
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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

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Marketing’s Customer-Obsession Paradox

Melissa Parrish November 18, 2019
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.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 18, 2019
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 […]
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MRM Has A Marketing Problem

Steph Liu November 18, 2019
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, […]
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Three Key Factors That Drove Alibaba’s 2019 Singles’ Day Success

Xiaofeng Wang November 11, 2019
Another year, another successful Singles' Day for Alibaba. Read how it generated a staggering $38.4 billion in online GMV on November 11.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 11, 2019
By Silencing Hackers With NDAs, Uber Could Legitimize Ransom Attacks As A Business Despite a half-billion-dollar marketing campaign last year to rebuild Uber’s image, the ride-sharing giant’s reputation problem just keeps getting worse. On Wednesday, two of the (now known to be) three hackers responsible for the 2016 breach and ransom of 57 million riders’ […]
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End Marketing Dissonance

Marketing effectiveness is hindered by a gap between marketers’ perceptions and customers’ realities.

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski November 4, 2019
Apple TV+ launches; the coming Streampocalypse; and more.
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What To Expect On Singles’ Day 2019

Xiaofeng Wang November 4, 2019
How will retailers compete for sales during this year's mega shopping event? Get a glimpse of how it will unfold.
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Use Search To Convert In-Market Customers This Holiday Season

Collin Colburn October 31, 2019
Learn how to get the most from your paid search and search engine optimization efforts.
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Predictions 2020: Privacy And Data Ethics Bring Marketing To The Boardroom

Fatemeh Khatibloo October 30, 2019
Regulations, consumer wariness, and the consequences of misbehavior will create a challenging landscape for B2C marketers and brands. Read our top privacy predictions.
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Predictions 2020: B2C Marketers Will Balance Cost Concerns With Customer Expectations

Tina Moffett October 29, 2019
Efficiency gains and improving brand affinity via customer experience will dominate B2B marketers' thinking in 2020.
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Breakthrough Or Bust: Understand And Master Consumer Energy

Discover the underlying forces that compel consumers toward or away from a brand experience

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Is Great Content Enough To Survive The Coming Streampocalypse?

Jim Nail October 28, 2019
Until now, Netflix, Hulu, and Amazon Prime Video have been synonymous with streaming video. Sure, HBO GO, CBS All Access, Sony Crackle, and others are in the market, but these media moguls’ presence in streaming is modest compared to their standing in the traditional television and movie industries. All that will change between November 1, […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 28, 2019
Humana Commits To Cloud-Based Innovations To Reimagine Heathcare Humana signed a multiyear strategic partnership with Microsoft to build predictive and personalized healthcare solutions to help its members manage and overcome health issues. Among its broad innovation portfolio are moves to empower doctors to deliver personalized, proactive health care by providing a holistic view of their […]
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Roku Buys DSP Dataxu: Good For Roku, But For Everyone Else?

Jim Nail October 23, 2019
Roku announced yesterday that it’s buying demand-side platform (DSP) Dataxu for $150 million in cash and stock. Just another instance of advertising technology (adtech) consolidation, maybe? Not so fast. Let’s break down what it means. Roku Keeps A Good Thing Going From a strictly business perspective, this is a good move for Roku. The company’s […]
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