Forrester IT

APRIL 4, 2024

Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. From 2023 to 2028, growth will — for the first time — fall to single digits due to the maturity of the market. In our new US ad spending forecast covering 2023 to 2028, we examine trends impacting […]

Advertising 295

Advertising Trends B2C Social 295

Forrester IT

MAY 24, 2022

Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend. According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video.

B2C 195

B2C Meeting Advertising Survey 195

Forrester IT

NOVEMBER 4, 2022

In the days following last Friday’s closing of the deal, GM paused its paid advertising on Twitter. When Twitter first announced its intent (back in April) to be acquired by Elon Musk, Forrester said that disinformation and hate speech are ultimately at stake – And that ad dollars are at risk. Soon after, IPG’s MediaBrands […].

Advertising 195

Advertising B2C Social Media 195

Forrester IT

JULY 6, 2023

This new app is garnering initial excitement and downloads, but it still has a long road ahead to scale and retain an audience, integrate new features, and eventually monetize through advertising. The easiest part for Meta will be monetizing Threads because if […]

Advertising 195

Advertising B2C B2B Social 195

Forrester IT

JULY 17, 2023

In Forrester’s Q1 2023 B2C Marketing CMO Pulse Survey, nearly three-quarters of US B2C marketing and advertising execs say they plan to partner with creators and influencers in 2023. However, that doesn’t mean all of these partnerships will succeed.

B2C 195

B2C Advertising Survey Report 195

Forrester IT

JANUARY 13, 2021

A global pandemic, economic upheaval, social unrest, and a contentious election have all left consumers reeling. But those attempts can fall flat (see: this mashup of pandemic advertisements that […].

Advertising 332

Advertising Social B2C 332

Forrester IT

AUGUST 1, 2018

But if you’re a marketer looking to forecast your spending on social advertising over the next several years, Facebook’s latest […].

Social 186

Social Advertising Report Company 186

Forrester IT

JANUARY 24, 2024

Social media platforms are under fire for their failure to protect children against a wide range of issues, including mental health concerns and sexual exploitation. This will be the main topic at a January 31 US Senate hearing, where the CEOs from Meta, X, TikTok, Snap, and Discord will testify on what they’re doing — […]

Media 259

Media Social Advertising B2C 259

CIO Business Intelligence

JULY 25, 2023

The Commerce Cloud is a product suite aimed at helping organizations create unified buying experiences for their customers across channels, including mobile, social, and web. The suite consists of multiple products such as B2C Commerce, B2B Commerce, Order Management, Commerce Marketplace, and Payments.

Cloud 246

Cloud B2C B2B Enterprise 246

Forrester IT

JANUARY 14, 2021

During my time in advertising, one of the top questions I was asked by clients was: How do we reach the next-generation consumer without alienating our current (aging) customer base? It’s a business problem that’s on the mind of every marketing leader looking to future-proof their brand.

Advertising 360

Advertising B2C Trends Strategy 360

Forrester IT

MARCH 7, 2022

The Russian invasion of Ukraine is underpinned and fueled by disinformation, by which Russia is using propaganda to create a false narrative about Ukrainian officials and the West to defend their invasion of Ukraine. The disinformation is so rampant that the US government released a “fact sheet” to discern reality.

Advertising 195

Advertising Government B2C Media 195

Forrester IT

FEBRUARY 21, 2020

The importance of logos, visuals, pictures, and videos is nothing new to advertising and marketing.

Advertising 348

Advertising Mobile Video Artificial Intelligence 348

Forrester IT

AUGUST 10, 2022

Every advertising channel now parades as “performance” to appear accountable to outcomes. As a result, the category of performance marketing – once wholly focused on search, social, native, and affiliate marketing – is diluting. This dilution, along with three trends, is causing performance marketing’s underperformance.

Advertising 195

Advertising Trends Social B2C 195

Forrester IT

DECEMBER 1, 2021

With the launch of Forrester Decisions for B2C Marketing Executives last August, we recognized the opportunity to expand our media strategy coverage. One of the most common themes across dozens of CMOs we interviewed this past year is that it’s challenging for marketing leaders to keep up with the constantly changing media and tech landscape.

Media 195

Media B2C Meeting Strategy 195

Forrester IT

NOVEMBER 8, 2018

Like the opening sequence of The Fresh Prince of Bel-Air, the social media landscape is getting “flipped-turned upside down” by the ascendance of stories. Stories are growing in popularity as a mode of sharing and consuming content on social media. […].

Media 310

Media Social Advertising B2C 310

Forrester IT

OCTOBER 15, 2020

2020 has been a year of unprecedented political, social, economic and healthcare disruption – and 2021 shows no signs of any of these trends slowing down. Every autumn Forrester looks ahead to predict the major consumer, business and technology trends that will shape the marketing landscape for the following year.

Trends 357

Trends Healthcare Social Budget 357

Forrester IT

OCTOBER 24, 2024

Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.

Media 195

Media Industry Advertising B2C 195

Forrester IT

NOVEMBER 30, 2023

It’s not every day that a prominent business owner tells its revenue suppliers to “go f— [themselves],” but that’s exactly what Elon Musk said to X advertisers yesterday during The New York Times’ DealBook Summit — not once but three times (the latter instance using the acronym “GFY”).

Advertising 221

Advertising B2C Social Media 221

Forrester IT

JUNE 11, 2024

The campaign relied on social […] It profusely apologized for Skittles changing its green candy’s flavor from lime to apple and, to citrus lovers’ delight, announced lime’s return in a pantomime press conference live streamed on Twitch and X.

Conference 243

Conference Apple Social Advertising 243

Forrester IT

NOVEMBER 4, 2022

Advertisers are uncertain about what direction the company will take: What will happen with content moderation? Elon Musk’s Twitter takeover has been – at best – chaotic and tumultuous. Will Twitter become a mainstream Gab with a steady flow of disinformation?

Advertising 195

Advertising Company B2C Social 195

Galido

NOVEMBER 8, 2018

The best advertising is what satisfied customers do ” Philip Kotler. Unlike B2C, this area is characterized by an extreme specialization and by the presence of increasingly precise niches. Social Media. Today, social media cannot be part of a B2B lead generation strategy. Social Video. Definition of Lead.

B2B 18

B2B Trends B2C Social 18

Forrester IT

MAY 17, 2023

This led to an uproar on social media – initially from conservative voices including musicians Kid Rock and Travis […] In early April, Anheuser-Busch’s Bud Light brand saw itself caught in a culture war fiasco.

Media 195

Media Social B2C Advertising 195

Forrester IT

MARCH 18, 2024

New legislation just passed in the US House of Representatives signals that TikTok regulation is coming. The core argument made by US lawmakers centers around US user data making its way into the hands of the Chinese government. There’s another issue at hand, however: TikTok’s influence over young US voters.

Government 417

Government Data Advertising B2C 417

Forrester IT

AUGUST 22, 2019

For all the dramatic headlines about influencers, our research states that they’re capturing steadily larger proportions of marketing budget. For our latest report we interviewed more than 30 enterprise marketers who are responsible for their brand’s influencer marketing.

Budget 361

Budget Research Enterprise Enterprise 361

Forrester IT

NOVEMBER 18, 2021

Instagram is becoming cheugy for Gen Z youth. Forrester just got data back from its Forrester Analytics Consumer Technographics® US Youth Survey, 2021, which shows a 13-point year-over-year increase in weekly usage of TikTok (from 50% to 63%) among US Gen Z youth (ages 12–17).

Survey 370

Survey Data Advertising B2C 370

Forrester IT

OCTOBER 4, 2021

It’s a sure tell that something must be pretty bad at Facebook, Inc. when the company is forced to turn to its competitor, Twitter, to communicate with its users. We’re aware that some people are having trouble accessing our apps and products. We’re working to get things back to normal as quickly as possible, and […].

Company 370

Company Advertising B2C Media 370

Forrester IT

FEBRUARY 6, 2020

The Q4 2019 earnings reports are in for Facebook, Snap Inc., and Twitter. Here are our top takeaways for marketers: Facebook, Inc. Last year, we at Forrester argued that despite the number and extremity of Facebook’s scandals, they wouldn’t doom the company in the short term. So far, that’s held up, as the user base […].

Report 334

Report Company B2C Advertising 334

GeekWire

JANUARY 18, 2024

AdsGency “We want to become your next generation, B2C digital advertising platform.” ” — Astros CEO Zsika Phillip Canopy “An anonymous social app where creators go to learn, earn, and grow together.” Read on to learn more about the other companies.

B2C 123

B2C Engineering Microsoft Applications 123

Forrester IT

APRIL 7, 2020

More and more marketers at global brands in China, such as Coca-Cola, McDonald’s, Volkswagen, and Walmart, are replacing their globally contracted martech vendors with viable Chinese ones. They have realized that deep localization is the only way to succeed.

Strategy 322

Strategy Advertising B2C Social 322

Forrester IT

JANUARY 18, 2019

In Part 1 of this post, I criticized Gillette for its statement, “We weren’t trying to court controversy. We were just trying to upgrade the selling line that we’ve held for 30 years,” as lacking conviction in the values it claimed that the campaign represented. My first piece of advice was: If you aren’t authentic […].

Authentication 294

Authentication Advertising B2C Strategy 294

Forrester IT

JUNE 28, 2022

The EU announced an updated Code of Practice on Disinformation, aimed at combating the online spread of disinformation via regulatory measures, including “demonetizing the dissemination of disinformation.”

Media 39

Media Research Advertising B2C 39

Forrester IT

OCTOBER 25, 2021

Facebook continues to battle gale force headwinds. The Facebook Papers still dominate the news cycle and during today’s Facebook Q3 2021 earnings call the company reported quarterly revenue below market expectations (like Snap, the company pointed to Apple’s App Tracking Transparency, or ATT).

Apple 195

Apple Report Company Advertising 195

Galido

JULY 22, 2019

In the case of B2B businesses, companies should not underestimate the potential of being present on the Internet and social networks. Amazon and Ikea are, in addition to B2C, B2B companies with examples of this type of communication with their business customers. Multiple channels and actions. Direct and instant communication.

B2B 77

B2B Strategy Internet B2C 77

Forrester IT

MAY 30, 2023

Breakups are the impetus for some of the world’s most engaging and powerful art, media, and entertainment. Any Taylor Swift fan will back us up on that. When famed TikTok creators and couple Chris Olsen and Ian Paget announced their breakup last year, fans from all over the internet were quick to express their grief. […]

Media 195

Media Strategy Internet Advertising 195

Forrester IT

FEBRUARY 22, 2023

If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a coveted verification badge and increased prominence.

Advertising 195

Advertising B2C Media Social 195

Forrester IT

MAY 31, 2022

We’re still several months away from the anticipated close date of Elon Musk’s Twitter acquisition — whether it’s on again or off again depends on the day. A lot has happened in just the five weeks since the deal was announced, and we anticipate more will happen between now and October. But rest assured: We […].

Advertising 39

Advertising B2C Media Social 39

Forrester IT

APRIL 25, 2022

What will actually happen to Twitter if Musk takes over is mere speculation at best. But we do know that users are polarized.

Advertising 195

Advertising B2C Media Strategy 195