B2C marketing

Cybersecurity Awareness Month Is Underway Executives consider cyberattacks the second leading global risk to doing business, per the World Economic Forum’s 2019 Global Risks Report. The US Senate passed a law to help firms suffering from ransomware attacks, and the NSA launched a new Cybersecurity Directorate. With a flurry of activity already underway, it’s going […]

Customers aren't impressed by banking experiences. Learn why.

Amazon’s New Echo Lineup Does What Fire Phone Never Could Remember when Amazon created a new phone, hoping it could revolutionize the smartphone business? Remember how badly that failed? This week, Amazon released new products that prove it doesn’t need a smartphone to get up close and personal with its most engaged customers, who now […]

By thinking like retailers, banks are leaving money on the table.

I had the pleasure of attending FinovateFall in NYC over the past two days to see the latest and greatest in innovations from more than 70 fintechs. In the video below, I share my thoughts about what was great, what was missing, and what’s shifting in fintech innovation.  

Marketers' attempts to reach and win customers may be driving them away instead. Take the first steps toward a truly customer-centric marketing strategy that drives retention and growth.

IBM Reduces Rising Risks As Data Flows Between Partners With New Hybrid Cloud Data Protection Last week, IBM unveiled a new solution — IBM z15 — that provides data privacy passports and helps clients manage who gets access to data via policy-based controls. As Forrester’s security research has shown, one of the biggest risks in […]

I’m excited to share that “The Forrester Wave™: Performance Marketing Agencies, Q3 2019” is live. This is the newest iteration of one of Forrester’s longest-running Wave evaluations: search marketing agencies. We first evaluated search marketing agencies in 2006, led by my colleague Shar VanBoskirk. Since then, we’ve done six Waves from 2006 to 2017. In […]

Apple’s 2019 Event: What’s Missing Is What’s Telling — Branding When Apple cuts prices, you know there’s a problem. A price premium signals brand strength; any contraction is a cause for concern. Yes, Apple’s decisions to start monetizing services is a good strategy, but is it enough? It comes straight out of every management consulting […]

Le Tote Buys Lord & Taylor — A Most Peculiar Way To Buy Growth Fashion subscription company Le Tote agreed to acquire the storied (if tired) department store Lord & Taylor. We have several questions. For starters, the price. Le Tote, a popular yet relatively nascent rental company, has raised $62.5 million in venture capital […]

Do you work with marketing resource management (MRM) or mobile engagement automation (MEA) tools? If yes, I want to hear from you! I’m Steph, the newest member of Forrester’s B2C martech research team. I’ve been at Forrester for four years, first as a research associate and most recently as a researcher on the B2C marketing […]

An Oklahoma court ordered Johnson & Johnson to pay $571M for involvement in “false, misleading, and dangerous marketing campaigns” that contributed to the state’s opioid crisis. Here’s both a risk and brand perspective on why business leaders should care. J&J Shares Recover — But Its Reputation May Not Our Security & Risk Analysts Alla Valente […]

Google and Facebook have long dominated the digital advertising landscape. Now, Amazon has staked its claim. What could this mean for the ad industry and for marketers?

Countless articles have been published on the growing importance of CMO-CIO collaboration. But we still struggle to identify great CMO/CIO partnerships that consistently have a meaningful impact on their businesses together. Learn why and what to do about it.

The identity graph has traditionally been regarded as an obscure technical function, but it’s hard to overstate its importance. The identity graph is the foundation of identity resolution, and its mapping of consumer identifiers determines the scale, accuracy, and reach of marketers’ analytics and engagement efforts. Unsurprisingly, as B2C marketers recognize the impact of the […]

For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report, we interviewed more than 30 enterprise marketers who are responsible for their brand’s influencer marketing. And the data shows: Investments continue to rise, and marketers’ budgets for influencer marketing are growing in […]

The Great Gender Blur And Its Impact On The Future Of Marketing Marketing stands at the threshold of a monumental cultural shift — the great gender blur. The male-female binary and all its associated tropes that have pervaded brand marketing for decades are on shaky ground. The Advertising Standards Authority (ASA), the UK’s independent advertising […]

Revlon learned the hard way that influencer marketing is an ever evolving and finicky proposition. Learn more.

Weigh in on the future of autonomous financial services.