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
Blog
What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)
Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]
Blog
Location Data Is A Problematic Fave, And It’s Time To Break Up
We’ve written in the past about the dangers of location data, but recent headlines have once again highlighted its extremely problematic nature. The US Federal Communications Commission fined four mobile carriers $200 million for selling customers’ location data, and Google is paying a $62 million settlement in a class-action lawsuit alleging that it collected location […]
Global
Don’t Miss Our 2024 Predictions Deep Dive
Hear directly from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.
Blog
Is Apple’s Blue Bubble Too Big To Burst?
Consumers aren’t sold on the DOJ’s argument that Apple is an anticompetitive monopoly against which action should be taken. Find out why.
Blog
From Taylor Swift To “Civil War” — Brand AI Models Clean Up AI Creative Pollution
What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.
Blog
Don’t Let Google’s Cookie Commitment Issues Delay Better Advertising Experiences
Despite the delay, you still should move forward in improving your customers' advertising experiences. Here are steps to take now.
Blog
Caution And Lack Of Understanding Steer UK Consumer Attitudes Towards Generative AI
Recent surveys about UK consumer attitudes towards AI and generative AI show one sentiment: cautious skepticism. Get three key takeaways from our most recent data in this preview of our upcoming session at CX Summit EMEA.
Blog
Latest Proposed Federal Privacy Law Faces Favorable Winds
Though the American Privacy Rights Act faces an uphill road, there are clear signs of progress on the consumer privacy front. Learn about the bill and what marketers can expect.
60% Of Skeptics Will Use (And Love!) GenAI
Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.
Blog
TikTok Users Are Split About TikTok Notes
As TikTok begins to roll out TikTok Notes, it faces more headwinds than tailwinds as it tries to take on Meta's Instagram. Get a detailed analysis in this post.
Blog
The Green Consumer Paradox
Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.
Blog
Adtech Is Losing The Plot On Made-For-Arbitrage (MFA) Sites
Last week, Forbes was accused of misleading major advertisers with a spoof of its own website – www3.forbes.com. The company created the site in 2017 as a subdomain, stretched its own content to fit more ad formats (e.g., turning 700-word articles into 34 slides), and sold advertising on this made-for-arbitrage (MFA) site to brands that […]
Blog
Daniel Kahneman Changed How We Think About Consumer Choice And Brand Strategy
The way we think about how consumers choose brands owes a huge debt of gratitude to the pioneering and unexpected insights of Daniel Kahneman. Learn more about how Kahneman’s work has influenced brand energy and the Forrester Brand Energy Framework.
Blog
A Guide For Understanding The Marketing Analytics Landscape
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
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.
Blog
Google Chrome Settlement Shows The Power Of Privacy-Minded Consumers
The details of Google’s settlement in a multiyear lawsuit over Incognito mode became public this week. Find out what changes Google will make as a result of the settlement and what it means for marketers everywhere.
Blog
Has Digital Advertising Reached Maturity In The US?
Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. Find out why in this report preview.
Blog
“Change Now” For Sustainable And Profitable Solutions
Educating executives about the environmental impact of their business is still a challenge. Learn why and several other key takeaways from the recent ChangeNOW solutions summit in Paris.
Blog
50/50: Private Label Is Coming For You
Private-label products are increasing in popularity as prices soar. Brands should be worried — find out why in this blog post.
Blog
Don’t Get Canceled: How To Overcome GenAI Consumer Backlash
As AI awareness increases, consumers assume a default posture of distrust. This year’s CX Summit North America will reveal practices that brands can use to protect themselves while advancing their genAI strategy.
Blog
One Year Since Bud Light’s Marketing Blunder: What Did We Learn?
With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.
Blog
Five Key Insights Into Consumers’ Use Of Generative AI
As is often the case with new technology that promises to change the world, consumer use of generative AI has raised some questions and concerns. Learn five of the key trends we see emerging around the consumer use of generative AI in this preview of a new report.
Blog
Welcome To The Future Of Marketing Technology
Modernizing marketing technology requires an ecosystem approach. Learn the four strategic capabilities that should be prioritized in a martech ecosystem.
More posts