Forrester IT

MARCH 6, 2024

Read part one of the GenAI Impact On Commerce Tech blog series from Forrester Research principal analyst Emily Pfeiffer and senior researcher Nicole Murgia.

B2C 445

B2C Research Retail Trends 445

Forrester IT

NOVEMBER 15, 2024

Forrester’s Q4 B2C Marketing CMO Pulse Survey, 2024 provided a list of 17 initiatives and we asked respondents (127 US B2C marketing executives) to select up to three. With budgets set for 2025, CMOs are about to enter the new year with several critical initiatives. What’s bubbling to the top? The top five most commonly […]

B2C 221

B2C Budget Survey Trends 221

Forrester IT

JULY 3, 2024

I’m pleased to announce the publication of the second of my two APAC generative AI (genAI) B2C marketing reports, Generative AI Marketing Use Cases In APAC (client-only access).

B2C 535

B2C Report Data Advertising 535

Forrester IT

AUGUST 5, 2021

This just in: Forrester asked 150 US B2C marketing executives (across industries) how challenging the various 2022 priorities will be to achieve. Seventy-one percent of B2C marketing execs indicated that demonstrating the value of marketing to the CEO, CFO, and the board will […]. But what will be the most challenging?

B2C 482

B2C Industry Trends Strategy 482

Forrester IT

FEBRUARY 20, 2024

Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans.

Survey 414

Survey B2C Advertising Operating Systems 414

Forrester IT

NOVEMBER 28, 2023

We provided a list of 30 items in Forrester’s Q4 2023 B2C Marketing CMO Pulse Survey from which 171 US marketing […] As champions of the customer, CMOs are pulled in all sorts of directions. Knowing that they can’t go it alone, we asked what areas they foresee needing the most external help with in 2024.

B2C 243

B2C Survey Advertising Trends 243

Forrester IT

JULY 22, 2024

In Forrester’s Marketing Survey 2024, 61% of B2C marketers said they do not believe that Google will deprecate the third-party cookie. Google announced today it’s finally doing what everyone suspected and reversing its decision to deprecate third-party cookies in Chrome. It’s not […]

Google 468

Google B2C Advertising Survey 468

Forrester IT

SEPTEMBER 18, 2020

One of the biggest transformations in retail that Forrester highlighted in its recent B2C buying research stream is the growth of brand manufacturers in commerce and the corresponding tension with marketplaces like Alibaba, Amazon, and others around the world. (“Brand manufacturers” are traditionally wholesale companies that distribute (..)

B2C 497

B2C Retail Research Company 497

Forrester IT

OCTOBER 25, 2023

B2C marketing CMOs will need to navigate AI and prioritize the practical amid a tense political atmosphere. Get an overview of our B2C marketing predictions for 2024.

B2C 397

B2C Trends 397

Forrester IT

FEBRUARY 10, 2020

GetWhen I describe what customer experience management requires to be able to transform a CX vision into reality, I often hear from my audience: “this is interesting, but we are different“ The nature of that difference is then often stated as: we are operating in B2B, not B2C; or we operate in a heavily regulated […].

B2C 516

B2C B2B 516

Forrester IT

JUNE 27, 2022

For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” In Forrester’s Q1 B2C Marketing CMO Pulse Survey, 2022, a whopping 76% of B2C marketing respondents said that they are […].

B2C 369

B2C Data Survey Strategy 369

Forrester IT

MARCH 12, 2024

According to Forrester Global Marketing Survey, about 30% of B2C Marketers use MMM […] MMM gauges the impact of marketing and media investments on vital performance indicators like sales or revenue, while also forecasting the revenue potential of marketing endeavors.

Tools 417

Tools B2C Google Open Source 417

Forrester IT

APRIL 30, 2024

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and GenZ comprising more than half of the modern workforce.

B2B 448

B2B B2C Social Research 448

Forrester IT

MAY 5, 2020

The COVID-19 crisis means European B2C firms are broadly in one of three response modes right now: Survivors (travel, hospitality, and some nonessential retailers) have been massively disrupted by the current lockdown.

B2C 488

B2C Travel Retail Financial 488

Forrester IT

OCTOBER 16, 2023

To dive deeper, I talked to B2C marketing leaders in the financial services industry across the region and learned more about their priorities, challenges, and best […]

Financial 447

Financial B2C Survey Data 447

Forrester IT

DECEMBER 11, 2020

These solutions are already popular in B2C and B2B markets, creating experiences that: Meet modern buyers’ expectations of immediacy. It’s time for B2B marketers to close the gaps in their customers’ digital experiences with the assistance of automated conversations created by chatbots and virtual assistants (VAs).

B2B 511

B2B Virtualization B2C Meeting 511

Forrester IT

SEPTEMBER 7, 2023

This may seem cheeky and slightly exaggerated, until you learn that a whopping 78% of B2C marketing leaders say that they don’t know anyone on their security, risk, and compliance team. The current relationship status between marketing and security and risk (S&R) pros is best described as “it’s complicated.”

B2C 421

B2C Security 421

Forrester IT

AUGUST 14, 2020

A few weeks ago, I teamed up with some treasured colleagues to discuss the marketing technology landscape in a conversational webinar: Steve Casey, who joins me in covering B2B marketing technology, and our compatriots Joe Stanhope and Rusty Warner who cover B2C marketing technology, engaged in a spirited (‘cause we don’t always agree) conversation (..)

B2B 453

B2B B2C 453

Forrester IT

OCTOBER 26, 2023

Generative AI is among the hottest topics that B2C marketers in APAC wanted to hear from us in 2023. The top asked questions include: What are the most applicable use cases of generative AI in marketing today? What are generative AI’s key potentials to improve marketing efficiency? How leading brands are using generative AI for […]

B2C 415

B2C Survey Applications 415

Forrester IT

MAY 8, 2023

According to Forrester’s 2023 State Of Customer Obsession Survey, 90% of CEOs indicate their focus on customers guides their brand, product, and pricing strategies – while only 57% of B2C CMOs feel the same. This fundamental misalignment is just one of the […]

B2C 368

B2C Survey Strategy Company 368

Forrester IT

MAY 24, 2022

The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies.

B2C 369

B2C Data Advertising Strategy 369

Forrester IT

JANUARY 6, 2022

“Over half of CMOs will make employee experience (EX) essential to brand planning” – Forrester’s Predictions 2022: B2C Marketing And Innovation A New Frontier Emerges I spent most of the winter months hounding a panel of brand experts for their insights as I wrote Forrester’s annual brand spotlight report (to be published later this (..)

B2C 368

B2C Report 368

Forrester IT

FEBRUARY 23, 2023

Understanding consumer behavior is the underpinning of effective B2C marketing strategies. Some of the best CMOs aren’t only culture-reflectors but culture-makers — both in the brand stories they tell and the brand experiences they create. Simply put, they champion their customers every step of the way.

B2C 364

B2C Strategy 364

Forrester IT

AUGUST 6, 2024

Source: GIPHY “What would you say… your marketing operations function does here?” If you can’t quickly and easily answer that question, you need a formal marketing operations charter STAT!

B2C 259

B2C 259

Forrester IT

JANUARY 26, 2024

I’m pleased to announce the publication of The B2C Customer Data Platform Landscape, Q1 2024. Forrester’s landscape research is a valuable resource for marketers to understand and differentiate the range of solutions available to them in a very dynamic market.

B2C 284

B2C Research Resources Data 284

Forrester IT

APRIL 15, 2024

Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.

B2C 259

B2C How To Trends 259

Forrester IT

SEPTEMBER 19, 2024

Forrester has published The Forrester Wave™: Customer Data Platforms for B2C, Q3 2024. It’s an exciting moment because this is the very first Forrester Wave evaluation for this category.

B2C 243

B2C Data 243

Forrester IT

JUNE 3, 2024

Brands are expanding their loyalty budgets: 65% of B2C marketing decision-makers in Forrester’s 2024 Marketing Survey said they were planning to increase their investment in relationship/loyalty marketing in 2024.

Strategy 243

Strategy B2C Budget Survey 243

Forrester IT

MAY 6, 2024

Welcome back to Forrester’s blog series “50/50,” where we showcase two sides of a B2C marketing issue. This time, we explore how consumers feel about Capital One’s bid to acquire Discover — and how differentiated credit card brands are in the eyes of customers. The main catalyst for this research is Capital One’s announced plan […]

B2C 259

B2C Research Banking Financial 259

Forrester IT

OCTOBER 24, 2024

For B2C CMOs, 2025 will be less sensationalized and more operationalized. The result? They will step up in the broader business to lead amid a heightened confluence of operation and opportunity.

B2C 221

B2C Government Trends Data 221

Forrester IT

DECEMBER 18, 2024

A vast majority of B2C marketers use data clean rooms: In Forresters Q4 2024 B2C Marketing CMO Pulse Survey, 90% of respondents say they use a data clean room for marketing use cases today. The data clean room market is a bit of an anomaly: It’s both an established and emerging market. Most use them […]

B2C 195

B2C Data Survey 195

Forrester IT

MARCH 28, 2024

As is often the case with poorly understood tech that promises to change the world, consumers worry about its ethics and human impact. Yet a vast majority of these skeptics will use (and love) genAI during 2024, whether they know it or not. Like it or not, know it or not, genAI will seep into […]

B2B 504

B2B B2C Research Trends 504

Forrester IT

JANUARY 29, 2021

Social media is ubiquitous, from social networks to forums to brand-created communities to messaging apps. Brand marketers shouldn’t be asking if their consumers are on social media, but rather, “Do they want to hear from my brand?” Our new Landscape report in the Forrester Social Marketing Playbook breaks down the four types of […].

Social 539

Social Media Network Report 539

Forrester IT

SEPTEMBER 2, 2024

The futures of AI and the green market revolution are intimately linked; whether we want it or not, both will inevitably and radically transform societies and economies and become invisibly embedded into our daily lives. While AI has huge potential to mitigate the environmental crisis, today’s AI tech — especially genAI — has a huge […]

B2C 474

B2C Trends 474

Forrester IT

MARCH 26, 2024

To meet customers in their moments, marketers must design, execute, and optimize interactions across the full range of devices, channels, and touchpoints where consumers engage with a brand. Meanwhile, the marketing landscape continues to evolve with new technologies, data deprecation, and sophisticated consumers.

Meeting 468

Meeting Strategy Data B2C 468

Forrester IT

MAY 13, 2020

We are excited to launch the new vision report for our social marketing playbook. It might be controversial, but we are here to give companies permission to break up with social media. Yes, you read that right. Social media is a quagmire, and marketers contributed to the mess. Companies are the party crashers that social […].

Media 511

Media Social Report Company 511

Forrester IT

JANUARY 5, 2021

Il y a près d’un an déjà, je publiais un blog sur les tendances 2020. Ce matin, je découvre un article des Echos qui explique pourquoi l’ère des épidémies ne fait que commencer. La lecture de cet article m’inquiète mais paradoxalement ne me surprend pas. En l’espace de neuf mois, nous nous sommes habitués à […].

B2C 511

B2C 511