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 New iPhone 16e: A Small Step For The iPhone, A Giant Leap For Apple
In what was billed as a surprise announcement, Apple today introduced the newest member of the Apple family: the iPhone 16e.
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Balanced Benefits Give Loyalty Programs A Competitive Advantage
Maximize loyalty program effectiveness with a balanced mix of transactional benefits that offer monetary value and nontransactional benefits that spark more emotional connections.
CX Summit “Super Early-Bird Savings” End March 10!
Gain the confidence to redefine your customers' total experience at CX Summit North America with keynotes, expert sessions, and workshops. Register by March 10 to save $1,100!
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Advertisers Look For Super Growth In Super Bowl LIX
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
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The Total Experience Awaits At Forrester’s CX Summit 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
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Tariffs, Your Customer, And Your Brand: A Common-Sense Guide
A tariff is simply a tax — when one country imposes a tariff on another (as the US has done with China and is threatening to do with Canada and Mexico), then products imported from those countries are subject to a tax.
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SEO Must Solve Its Marketing Problem
SEO remains critically important, despite its challenges. The market for SEO solutions is growing to meet marketers’ evolving needs, including adapting to the rise of generative AI and diversification of search beyond Google. Our new Landscape report delves into the SEO market’s maturity, dynamics, notable vendors, and more.
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Participate In Forrester’s 2025 State Of B2B Events Survey And Unlock Valuable Insights For Your Organization
Participate in the Forrester 2025 B2B event trends survey and gain access to the latest trends to help shape your event strategy this year.
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The Artificial Intelligence Action Summit In France: Maintaining The Dialogue On Global AI Regulation
After the two previous summits hosted at Bletchley Park in the UK (November 2023) and in Seoul, South Korea (May 2024), French President Emmanuel Macron has decided to host a new AI Action Summit, cochaired with India, on February 10–11 in Paris.
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Great Digital Banking Experiences Create A Data-For-Value Flywheel
Driving engagement is top of mind for most digital banking leaders. Forrester’s research reveals the immense value — for both customers and banks — of useful, convenient digital banking experiences. The right mobile banking offerings, for example, can unlock new value for a customer and differentiate a bank’s brand. And our broader customer experience research […]
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Is Google’s Meridian The Right Open-Source MMM Solution For You?
On January 29, Google announced the wide launch of its Meridian open-source marketing mix modeling (MMM) solution, available through GitHub.
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Data Privacy Day: Lessons From Texas
B2C marketers are monitoring a series of state privacy laws going into effect this year, including the recently enacted Texas Data Privacy and Security Act. Get three key next steps in this post.
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Forrester’s 2025 Customer Obsession Awards: Share Your Story Of Creating Your Customers’ Best Journey
Our nomination period is open for our annual Customer Obsession Awards. Tell us how you centered your leadership, strategy, and operations on your customers — you may have the opportunity to share your story on stage at one of our CX Summits.
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Amazon Makes Retail Media Networks’ Eyes Bigger Than Their Stomachs
To unlock retail media’s upside, retailers must become more like publishers. Learn some of the challenges and benefits of retail media networks in this preview of a new report.
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How To Level Up Your Creator Marketing Program
Two-thirds of B2C marketing decision-makers said they planned to increase investment in creator/influencer programs. Get five tips to effectively scaling your creator marketing program in this post.
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Consumers Crave More Than Discounts From Loyalty Programs
Last week, my dentist invited me to join their loyalty program. It’s official: The loyalty program is the “go-to” customer relationship marketing tactic. Most global consumers belong to at least one loyalty program, including 90% of online adults in the US, in Europe-5 (88%), and in Australia (93%).
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Is A $7 Million Super Bowl Ad Worth It? Probably Not
A 30-second spot at this year’s Super Bowl will set you back a cool 7 million bucks. And even if you wanted one of those spots, you can’t have it — they’ve been gone for a while. That must mean these ads are like the proverbial goose laying golden eggs, right? Wrong! Find out more in this analysis of Super Bowl ad spending trends.
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Introducing Forrester’s Brand Experience Index — Drive Growth With Both Brand And Customer Experience
Enhancing brand and customer experience in tandem has a multiplicative revenue impact. Learn about our new approach for measuring and analyzing the two — and how it can point you toward avenues for growth.
Nominate Your CX Trailblazing For A Forrester Award
Showcase your customer obsession for all to see. Submit your nomination for Forrester’s Customer-Obsessed Enterprise and Leadership Awards. Winners earn event exposure, recognition, and bragging rights!
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Dry January Is Really A Lesson In Self-Optimization
The US Surgeon General’s recent warning on alcohol consumption and cancer risk comes at a time when many consumers are participating in dry January, with new terms such as sober-curious being used and demand for “sober bars.” But rather than getting caught up in the pessimistic future of alcoholic beverage companies or the food and […]
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A TikTok Ban Is More Likely, But It Might Not Go Dark
The US Supreme Court seems to be leaning toward upholding the law to require TikTok’s divestiture or have it face a ban, but this doesn’t mean that we’re at the end of the road.
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Full-Funnel Advertising Makes Poppi Famous
America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents.
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