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
The State Of Consumer Usage Of Generative AI, 2024
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.
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
Florida’s New Law Restricting Social Media Use Will Be Tough To Enforce
Florida's social media HB3 bill (that restricts teen's social media use) was just signed into law. What happens now?
Blog
Can AI Improve Your Loyalty Program?
Learn about the potential of predictive AI — and, now, generative AI — in enhancing loyalty programs and strategies.
Blog
The Justice Department Accuses Apple Of Smartphone Monopoly
Apple is being accused of smartphone monopoly but its "walled garden" principles have helped build brand devotion and customer loyalty. Learn more about this complex situation in this blog.
Podcast
How Marketers Can Take GenAI From Pilot Projects To Proficiency
As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst Lisa Gately share advice on this week’s episode of What It Means.
Blog
TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
TikTok's unquestionable sway over young, voting-age US citizens could pose danger, even as it makes the platform an optimal media channel.
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
How Beauty Brands Can Bolster Their Website To Boost Their DTC Business
We reviewed 26 beauty brand websites to compare their direct-to-consumer strength and glean best practices for long-term success. Learn our three key findings in this blog.
Blog
Banning TikTok Creates A Meta Monopoly
Despite increased anti-trust Congressional measures, a ban on TikTok will hand a monopoly to Meta’s Reels.
Blog
Google Announces Meridian, A Marketing Mix Modeling Tool
Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM tools gauge the impact of marketing and media investments on vital performance indicators, such as sales or revenue, while also forecasting the revenue potential of marketing endeavors. According to Forrester’s Marketing Survey, 2023, about 30% of B2C marketers […]
Blog
European Consumers Challenge Popular Stereotypes About Greenness
While Europe’s green segments may look homogeneous, consumers’ behaviors and attitudes vary by region and age. Learn how the latest data has countered some common stereotypes about green consumers in Europe.
Blog
US Govt. Makes More Data Privacy Moves: What Marketers Need To Know
With two moves, the federal government bucked its reputation for moving at a glacial pace this week. First, the Federal Trade Commission dropped a blog post stating that “Browsing and location data are sensitive. Full stop.” Second, the House of Representatives’ Committee on Energy and Commerce moved forward with two bills in response to President […]
Blog
Unlocking The Power Of Adobe Services: Forrester’s Overview Of 27 Providers
I’m pleased to announce the publication of The Adobe Services Landscape, Q1 2024. Since we started covering the Adobe services market in 2020, we have seen it grow rapidly and mature continuously (see figure). Adobe services have evolved into an established market that features: High revenue growth. Adobe service providers’ revenue has grown rapidly since our previous […]
Blog
CMOs Need A Measurement Strategy That Connects To Business Outcomes
Instead of a single measurement approach, CMOs must adopt a layered measurement strategy that includes complementary approaches to reveal the full business value of marketing.
Blog
Environnement & comportements d’achat des consommateurs français
Bien qu’ils accordent rarement la priorité à l’environnement dans leurs habitudes d’achat, les consommateurs français sont de plus en plus soucieux des enjeux écologiques. Pour suivre le mouvement, les distributeurs et les marques françaises doivent prendre au sérieux leur engagement en matière d’environnement et la façon dont ils le démontrent à leurs clients. Forrester vient […]
Blog
Are You Advertising During This Election Cycle? Read This First.
The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.
Podcast
Will Digital Agencies Disappear?
As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
Blog
From Dominance To Decline: Global Brands Are Losing In China
For years, China's economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned. Get four best practices for global brands to navigate the changing Chinese market successfully in this preview of a new report.
Blog
CMOs: Advancing From GenAI Pilots To Proficiency Doesn’t Come Easy
As the initial awe surrounding generative AI (genAI) fades, marketers must navigate a more pragmatic phase of genAI adoption. The first step is to understand adoption roadblocks and how to avoid them.
Blog
California’s Privacy Law Puts Second-Party Data On Notice
The California attorney general’s office reached a settlement with DoorDash after the food delivery company sold customer data without proper notice or opt-out controls. It got slapped with a measly $375,000 fine (for context, DoorDash’s stock price is $120 and change), but don’t brush this off as a one-and-done. A closer look at the settlement […]
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