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
Podcast
Marketers’ Data Deprecation Denial
Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.
Blog
Deciphering The Data Clean Room Landscape
The data clean room market is a bit of an anomaly: It’s both an established and emerging market.
Blog
Prédictions 2025
Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prévisions que Forrester anticipe pour l’année qui vient. Début 2024, j’avais partagé une dizaine de prévisions ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – a analysé la pertinence de nos prévisions en revenant de manière […]
Blog
Consumers Are Lukewarm About Your Company’s Personalization Efforts
Many companies think consumers want personalized interactions which isn't always the case. What consumers want is relevancy and value. Learn how Forrester’s four dimensions of customer value can help your company deliver.
Blog
What Omnicom’s Acquisition Of IPG Means For Marketers
Omnicom announced its plans to acquire IPG, creating the largest, global marketing services company. Find out what the deal could mean for your business or brand.
Blog
Prediction: TikTok Won’t Be Banned In The US
Despite TikTok being that much closer to a ban, we stand by our prediction that TikTok will not get banned or divest in the US in 2025. Find out why.
Blog
Measure Creator Marketing Partnerships With A Composite Set Of Metrics
Best-in-class creator marketing programs are multidimensional, with many different types of creators, content, and activations.
Jan. 16: B2C Marketing & CX Predictions Webinar
Join our analysts for a live webinar to explore the impact of our 2025 predictions on your B2C marketing and CX strategy — from customer growth and privacy to loyalty and tech stacks.
Blog
Is Your Bank Ready For What’s Next In Mobile?
Our newly published research into people’s mobile banking needs, expectations, and behaviors surfaced 10 emerging must-have features and 10 emerging differentiators in mobile banking experiences.
Blog
Anti-Predictions 2025: What Won’t Happen In The Year Ahead
It’s predictions season at Forrester. Find out what won't come to pass next year in our 2025 anti-predictions.
Blog
GDPR Isn’t Enough: Navigate Privacy Regulations In APAC
Compliance with the EU’s GDPR alone isn't sufficient in APAC, where local regulations may impose additional or different requirements.
Blog
Adtech Competition Heats Up With A Potential Divestment, A New Offering, And An Acquisition
The possibility that Google may need to sell or spin off the world’s most used web browser wasn't the only news in adtech this week. Learn about two other moves that could bode well for the future of adtech competition and consumer privacy.
Blog
Influencers Are This Holiday Season’s “Gift Guides”
Creator gift guides will fuel shoppers this holiday season, helping to solidify social media as a critical commerce channel for marketers.
How Will 2025 B2C Trends Shape Your Strategy?
Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.
Blog
Social Suites Mature With New AI Workflows And Expanded Use Cases
Social media has become a critical channel for marketers. It intersects many teams, from social media managers to commerce marketers and care agents. These often siloed teams need technology to help them effectively collaborate and measure the impact of their efforts from one place. Forrester defines social suites as: Platforms that combine multiple social tech […]
Blog
Zero-Party Data: The Gift That Keeps On Giving
As data deprecation makes customer data harder to acquire, zero-party data provides a valuable means for brands to learn more about shoppers, deliver relevant experiences, and convert them from first-time customers into regular shoppers. Learn how to use this data to improve experiences.
Blog
Coca-Cola’s AI-Generated Holiday Ads Approach A Creative Tipping Point
The Coca-Cola Company released three new AI-generated holiday ads inspired by the beverage giant’s classic 1995 “The Holidays Are Coming” commercial. Produced entirely with AI video models such as Runway and Luma Dream Machine, this represents a step forward in photorealism for AI-generated video. Predictably, the commercials have sparked some controversy among creators, who criticize […]
Blog
Meet Forrester’s New Principal Analyst Covering Loyalty Marketing, John Pedini
In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]
Blog
Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
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
Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy
An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, […]
Blog
The Top Five Initiatives For B2C CMOs In 2025
CMOs are entering the new year with several critical priorities. Forrester's Q4 B2C Marketing CMO Pulse Survey, 2024 reveals their top five.
Blog
Media Scale And Media Skill Collide In The Full-Funnel Agencies Of The Future
Marketers are ready to move beyond choosing between full-service media generalists and channel specialists. Insights from the newly published Forrester Wave™ evaluation on media management services shed light on what to look for when evaluating your current agency or looking for a provider.
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