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
AI Search Is Growing Faster Than Its Business Model
Big Tech earnings this week put a spotlight on the monetization dilemma at the heart of AI-integrated search. The growth of Google’s AI Mode is proving to be a double-edged sword: Investments in conversational search are fueling Google’s fastest year-over-year search query growth in five years, but the company’s advertising revenue growth slowed to 12%, […]
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Predictions 2027: Humans Reclaim Content Creation; Machines Dominate Content Consumption
AI is changing not just how content gets created, but who, or what, consumes it. In 2027, brands will prioritize authentic human expertise while adapting content strategies for a world increasingly mediated by machines.
Who Controls AI In 2027?
As AI transforms B2B go-to-market strategy, technology, security, and customer experience leaders must balance control with adaptation. Forrester’s Predictions 2027 guides, blogs, and webinars reveal what that requires.
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Data Wins The Media Agency Cola Wars
WPP and Omnicom’s recent success with the Coca-Cola Company’s global and North American media assignments can be summed up in one word: data. In fact, Coca-Cola and PepsiCo’s recent media agency reviews reveal how two competing data strategies are reshaping the global media agency market.* The Intelligence Engine Strategy Intelligence engines create value by improving […]
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Loyalty Service Providers Elevate Customer Loyalty To An Enterprise Capability
A rapidly evolving technology landscape changes how consumers discover brands, evaluate choices, and make decisions. This shift exposes a weakness in many loyalty strategies that rely on points and discounts alone to sustain customer relationships. Traditional loyalty programs still have a role, but brands weaken program impact when they treat loyalty as a series of […]
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Predictions 2027: Marketing Agencies Divide Between Orchestration And Execution
AI won’t kill marketing agencies, but it will reshape what makes them valuable. In 2027, agencies will increasingly split between intelligence-powered transformation partners and specialist executors as brands insource more content production and demand greater AI expertise.
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Marketers, Stop Random Acts Of AI Investing
Gambling in prediction markets, buying cryptocurrency, and investing in meme stocks have similar characteristics: plenty of buzz, promises of phenomenal returns, and bragging rights just for participating in the game. Experiencing the story unfold firsthand can be entertaining (and nerve-racking!). Constructing an annual marketing budget shouldn’t feel like this at all, yet allocating AI investments […]
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Everything Is A Marketing Operating System
Why Does Everyone Want To Be An Operating System? The appeal of the operating system concept is straightforward. It meets marketers’ need for technology and service ecosystems that can manage and coordinate workflows across people, processes, tools, and AI agents, rather than simply execute isolated tasks. It also gives providers facing the SaaS-pocalypse a stronger […]
A Third Of Consumers Will Reject Content They Can't Verify
Explore Forrester's 2027 Predictions guide for B2C, CX, and digital leaders to uncover the five shifts putting new pressure on brands to earn trust and regain control.
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Predictions 2027: CMOs Reckon With An AI Reality Check
AI’s blank check is about to expire. In 2027, CMOs will face a tougher test: proving that AI delivers enough value to justify its growing costs and risks. Discover why the next phase of AI adoption will demand sharper choices, stronger governance, and greater accountability.
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Predictions 2027: The Pursuit And Peril Of Control
More control won’t always mean better outcomes. Leaders who know where to set guardrails and how to deftly blend AI with human judgment will have a clear advantage in the year ahead.
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Consumers Rethink Value As Uncertainty And Inflation Persist
Economic uncertainty and persistent inflation are changing how consumers think about value. Learn the three distinct behaviors shaping when they’ll spend, save, or make trade-offs.
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The More Advertising Automates, The More Creative Matters
Automation is eating advertisers’ workflows. Media buying — once dependent on traders’ skills of budget allocation and bid management — has become the push of a button, where self-attributing platforms auto-optimize for advertisers’ desired outcomes. And customer understanding is increasingly cultivated by walled gardens like Amazon, Google, and Meta, which turn media planning into conversations […]
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Five Questions Ahead Of Accenture’s Earnings Report For Q4 2026
As Accenture prepares to report its fourth-quarter and full-year fiscal 2026 financial results this Thursday, October 1, the tech consultancy has several market factors to lean on, including durable managed services growth, healthy bookings, and AI becoming commercially viable. Another interesting dynamic is that Accenture Song’s strategic importance is growing even as reporting visibility for […]
What Makes AI Recommend One Brand Over Another?
Answer engines are reshaping the ways consumers discover brands. Learn how to increase the likelihood that AI-powered search mentions, cites, and recommends your brand before shoppers ever visit your site.
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Elite B2C Marketing Processes Operate Like Spain’s National Soccer (Football) Teams
When Spain’s women’s and men’s national soccer teams won consecutive FIFA World Cup titles in 2023 and 2026, their victories were not just the result of a single brilliant goal over England and Argentina, respectively. La Roja’s historic back-to-back World Cup wins reflect a disciplined system ingrained early in Spain’s youth soccer academies: a clear […]
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Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization
First, for some context: AI is creating a resurgence for “context” in the industry lexicon. Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses. As consumers and organizations adopt new AI technology, context plays a key role in creating relevant customer-brand interactions. Organizations don’t need to know the most about […]
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If Everyone Has AI, Where Will Advantage Come From?
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
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AI Agents For Marketing Are Here: Are You Ready?
There are practical limits to how much AI an organization can deploy. Find advice for taking a disciplined approach that stays within resource thresholds while also providing a return to the business.
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Welcome Back, Peter Kim: Forrester’s VP, Principal Analyst Covering The AI-Enabled B2C Marketing Org
Missed The Journey Mapping Webinar? Watch The Replay.
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
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Microdramas: Three Surprisingly Wrong Stereotypes
Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction … and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches […]
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AEO Will Be Won With Solutions That Provide Intelligence, Orchestration, And Outcomes
Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect roles critical to AEO, and mature AEO competencies. As they do, […]
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B2C CDPs Enter Their Utility Era: Data Is The Foundation, But Outcomes Drive Investment
The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]
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