marketing & privacy
Marketers must strike the right balance between getting close to customers and respecting their privacy. At a time of increasing regulation and customer pushback on data policies, the stakes have never been higher. Explore our insights and best practices on marketing & privacy.
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Insights
Blog
Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition
Learn which three privacy-related concerns will underpin organizations' transition to the post-pandemic new normal in 2021.
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Blog
With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy
Google’s intention to deprecate the third-party cookie will drastically impact modern marketing. And data management platform (DMP) core capabilities of audience creation, targeting, and syndication will be obsolete unless DMPs evolve to meet current data restrictions.
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Predictions 2021 Online Event
Dive deep into the dynamics that will generate obstacles and opportunities in 2021.
Blog
Straight From The Source: Collecting Zero-Party Data From Customers
Marketers are building out experiences to ask customers about volunteer zero-party data that they can’t infer, buy, or collect elsewhere.
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Blog
Do Channel Vendors Need Public Relations Anymore?
The communications industry is facing a perfect storm of converging forces, from COVID-19 to the rise of influencer marketing and even AI. At Forrester, we research around 10,000 global technology vendors that utilize indirect sales and often get asked about the value of PR in the channel. A trend that is affecting many channel leaders […]
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Blog
Facebook, Inc. Extends Its Tentacles With GIPHY Acquisition
There may be more to the move than meets the eye. The acquisition will give Facebook access to data it will find useful.
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Blog
Future Of Retail 2020: Retail Marketers Face Privacy And Data Ethics Regulations
Forrester retail industry analysts provide insights on how privacy and data ethics regulations will affect retail marketers.
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Blog
Communications And Collaboration Technology For Remote Workers
Forrester has completed several Total Economic Impact™ (TEI) studies focused on communication and collaboration technology. Higher productivity is a key, consistent, and measurable benefit. We found that there are several ways in which employee efficiency and effectiveness can be improved.
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Blog
ROI Business Cases Help Differentiate During Economic Uncertainty
Business cases can provide clarity and confidence in purchase decision making. Marketing and sales teams should use this fact to build a competitive advantage for their companies.
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Blog
Google Moved The Privacy Protections Of Its UK Users To Its US Entity — This Is A Change That Affects You
Learn three major impacts of Google’s US entity becoming the data controller for UK personal data.
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Blog
The TV Industry’s Latest Hill To Climb: How To Avoid The Sins Of Digital Advertising’s Past
I’ve recently returned from Beet.TV’s latest Beet Retreat, and I’m feeling . . . optimistic? Pessimistic? Ambivalent? Ambivalent — I’ll go with ambivalent. There is so much opportunity for a TV/video advertising industry that finds itself in flux — an explosion of new content, new data sources, new consumer viewing patterns. All of this means […]
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Blog
Q&A — Uniting CX + Marketing At CX North America
When CX and marketing work together, they accomplish amazing things. Discover why the time is bring these groups together in this Q&A.
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Blog
PayPal Is Acquiring Honey To Increase Its Stickiness With Consumers
(Get it? Sticky!) It’s PayPal’s largest acquisition to date. PayPal’s core value proposition is in alleviating shoppers’ concerns about providing personal financial information during the online checkout process — and that remains as valuable as ever. But here’s what the Honey acquisition means for PayPal moving forward: The Honey acquisition extends PayPal’s role in the […]
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Podcast
How Marketing Became Too Personal
Marketers’ efforts to get to know customers via data collection and personalization may be driving them away instead. On this week’s What It Means, Vice President and Group Director Melissa Parrish discusses what’s gone wrong and how marketers can end the disconnect.
Listen Now
Blog
Personalization And Trust Start With Understanding Customer Privacy Expectations
There have been several posts in this space about the disconnect between marketers and customers. Part of the problem stems from consumers’ perception that marketers have no respect for privacy, and let’s be honest: In the quest to amass data-rich profiles, consumers’ desire for anonymity has often been ignored. There is a tendency, though, to treat privacy as a binary thing: We care about it, […]
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Blog
The New Era Of Marketing Strategy
When marketers fail to understand the complexity and nuance of how customers’ core characteristics evolve, people lose trust in them. As they look elsewhere, customers have found a more nimble set of businesses to meet their needs: direct-to-consumer (DTC) brands.
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