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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Google Finally Scraps Its Cookie Deprecation Plans
Google is finally reversing its decision to deprecate third-party cookies in Chrome. Find out what advertisers should do in the wake of this decision.
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The Paid Media Paradox
Digital marketers like digital marketing much more than consumers do. A new report explores in greater depth how consumers’ behaviors contradict marketers’ investments.
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For Brands, The Olympics Is Unlike Any Other Sporting Event
The Olympics are global, prestigious, vast, and a tribute to extraordinary grit. Companies looking to leverage the games to promote their brands need to recognize the event's uniqueness.
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2024 Paris Olympic And Paralympic Games: A Big Opportunity For Brands
Despite the post-election trauma in France, brands sponsoring the 2024 Paris Olympic Games should be able to leverage their investments. There is a huge contrast between the current political context today in France and the universal message that the Olympic Games will convey in about three weeks. Despite traditional French skepticism and pessimism, the momentum […]
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Generative AI Marketing Use Cases In APAC
I’m pleased to announce the publication of the second of my two APAC generative AI (genAI) B2C marketing reports, Generative AI Marketing Use Cases In APAC (client-only access). Following the first data overview report on the state of genAI marketing in the region, this report delves into diverse genAI marketing use cases that achieved positive […]
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Offsite Addressability Presents An Untapped Opportunity For Retail Media Networks
As retail media networks have grown and diversified, so have the problems in adtech. Ad fraud, made-for-arbitrage, and AI-generated content farms are multiplying, riddling the once “easy” task of programmatic buying with brand safety pitfalls. Retail owned and operated properties like displays in a Walgreens, audio broadcast in a Walmart store, or a banner ad […]
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Supreme Court Punts Flimsy Laws Limiting Social Media Content Moderation
Dismantling content moderation on social media platforms would have a host of negative consequences and change marketers' spending decisions.
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That’s A Wrap For CX Summit North America: Now, The Hard Work Begins
CX Summit North America left us with much to think about — and much to put into motion at our organizations. Here are a few parting thoughts from Nashville.
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CX Summit North America Day 2: Achieving Boundless Experiences Through Alignment
While AI will help usher in a dynamic future for customer experiences, getting the human element right remains essential. Read some of the highlights from our second full day in Nashville.
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Oracle Exits The Advertising Business
The development underscores just how quickly and significantly the foundation of digital advertising has shifted. Read the key takeaways for advertisers and marketers.
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CX Summit North America Day 1: Exploring The Boundless Potential Of Humans + AI
On the first full day of CX Summit North America, we explored the magic and mayhem of AI in CX and its potential to fuel next-level experiences.
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Big Tech Will Not Solve Data Deprecation
In a recent report, we stumbled upon an ugly truth about data deprecation. Get the details and find out what steps marketers be taking now to minimize the impact.
Build An Engine Of Customer Loyalty - And Revenue
Read our report to learn how to build customer loyalty, brand equity, and revenue with a B2C customer-obsessed growth engine.
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Outcome-Based Digital Experiences Drive Desired Outcomes For Both Consumers And Brands
Learn how you can gain competitive advantage through outcome-based digital ecosystems.
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Rage Against The Machine: Confront The Agency AI Fear Factor With Workforce Literacy
The failure to rise to the AI moment puts the future of the agency industry and a decade of agencies’ business change at risk. Learn what it takes to help employees gain the skills and confidence to master AI so that fear of AI doesn’t master them.
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Apple’s New Intelligence Is Here
Apple, famously reticent about AI, broke its silence at its 2024 Worldwide Developers Conference (WWDC) and Forrester was there. Learn more about Apple Intelligence and find out what we gathered from the grand reveal.
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Learning From Limes And Forrester’s Creative AdTech Landscape
Last year, the world’s most-awarded creative was Skittles’ “Apologize the Rainbow” produced in collaboration with DDB Chicago. It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X. The campaign relied on social […]
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How Luxury Brands Can Bolster Their DTC Business
We reviewed luxury fashion brands based on long-term digital success and the strength of their direct-to-consumer operations.
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Apple Is About To Cross Its AI Rubicon
Apple’s early reticence toward AI was entirely on brand. But that all changes on June 10 at its Worldwide Developers Conference (WWDC), the perfect occasion for Apple AI’s coming-out party. Learn how Apple will change its tune in this post.
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Loyalty Service Providers Supercharge Loyalty Strategies
The Forrester Wave™: Loyalty Services, Q2 2024 is geared toward helping loyalty marketers vet the right service provider for their brand. Read a few of the takeaways.
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