Forrester IT

JULY 15, 2024

Digital marketers like digital marketing much more than consumers do. A new report explores in greater depth how consumers’ behaviors contradict marketers’ investments.

Media 448

Media Report Advertising B2C 448

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

JANUARY 11, 2022

Forty-one percent of CMOs will conduct a media agency review in 2022, because reaching and influencing customers and prospects is fundamental to success, yet engaging consumers has never been more complex.

Media 369

Media Meeting Government Programming 369

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. Yet, […].

Media 195

Media B2C Meeting Strategy 195

Forrester IT

SEPTEMBER 23, 2020

Ever since the release of the Association of National Advertisers’ K2 Report on media transparency, marketers and firms have looked for better mechanisms to control their media. For ambitious companies, the desire for more impact has led some to in-house media.

Media 284

Media Advertising Report Company 284

Forrester IT

SEPTEMBER 10, 2018

Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous.

B2C 366

B2C B2B Social Media 366

Forrester IT

JULY 25, 2022

B2C marketers quickly shifted budgets toward these more trackable media channels in efforts to quickly capture the attention — and dollars — of prospective customers. But a new challenge emerged: Relic […].

Media 39

Media B2C Budget Advertising 39

Forrester IT

AUGUST 19, 2020

The COVID-19 pandemic upended the 2020 plans of many B2C marketers — amounting to a projected 28% decline in US marketing spend through 2021. Brands improvised, cutting media spend and adjusting their previous marketing strategies to accommodate rapid shifts in consumer behavior.

B2C 300

B2C Fashion How To Travel 300

Forrester IT

APRIL 28, 2020

But we need your expertise to help us deduce exactly how deeply the consumer is disrupting the media industry — before, during, and after the pandemic. We’re currently working on a report specifically for media firms – to help you explore your […].

Media 284

Media Company Industry Report 284

Forrester IT

NOVEMBER 13, 2024

Marketers are ready to move beyond choosing between full-service media generalists and channel specialists. Insights from our newly published media management services Wave shed light on what to look for when evaluating your current agency or looking for a provider.

Media 221

Media Advertising B2C 221

Forrester IT

JULY 2, 2024

As retail media networks have grown and diversified, so have the problems in adtech. Ad fraud, made-for-arbitrage, and AI-Generated content farms are multiplying, riddling the once “easy” task of programmatic buying with brand-safety pitfalls.

Retail 259

Retail Media Network Advertising 259

CIO Business Intelligence

JULY 6, 2023

Scarcely is an institution as important to a nation as a competent and impartial media house. The media conglomerate completed a hundred years in 2022. We are working on creating an improved employee experience, and have launched multiple products in B2C space. Thus, we are adopting a hybrid approach to balance agility and cost.

Media 246

Media CTO B2C Oracle 246

IT Toolbox

JUNE 20, 2016

B2C purchases are highly influenced by social media. Here are three of the hottest social engagement trends for B2C this summer. Whether it's Facebook or Foursquare, Tumblr or Twitter, you need a social engagement strategy that targets more consumers and provides you with a huge return on your investment.

B2C 113

B2C Social Trends Strategy 113

Forrester IT

OCTOBER 25, 2018

Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […].

B2C 308

B2C Data Strategy Social 308

Forrester IT

DECEMBER 13, 2022

After the 2020 murder of George Floyd, brands and agencies swiftly made bold commitments to invest in Black-owned media companies. To better reflect the diversity of brands’ audiences and create a more equitable media ecosystem.

Media 195

Media Groups Company B2C 195

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

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

MAY 24, 2022

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. Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend.

B2C 195

B2C Meeting Advertising Survey 195

Forrester IT

APRIL 27, 2022

There’s a NASCAR-style race happening in the world of media measurement: Which media measurement platform will be the first to secure the most partners, the most investments, and the most capabilities in time for the NewFronts and Upfronts?

Media 195

Media Advertising Network Security 195

Forrester IT

OCTOBER 27, 2021

In 2021, consumers that use social media at least weekly (the heaviest users that we survey) overwhelmingly prefer to interact with friends/family over brands/companies and influencers on social media. Yesterday we published the annual refresh of our Forrester social consumer segmentation.

Media 195

Media Social Survey Company 195

Forrester IT

NOVEMBER 16, 2022

US consumers have little interest in doing their shopping – let alone holiday shopping – on social media platforms.

Media 195

Media Social B2C 195

Forrester IT

MARCH 14, 2023

As brands contend with rising media costs, changing consumer behavior, and, for some, lackluster sales results, they continue to invest in consumer loyalty programs and technology solutions to help them engage and retain consumers. In fact, 53% of B2C marketing decision-makers plan to increase their spend on loyalty technology this year.

Programming 195

Programming B2C Media Strategy 195

Forrester IT

JULY 1, 2024

What if the US Supreme Court supported a law in which the government could force the New York Times and Wall Street Journal to publish stories against their will? What if the editors at those news outlets no longer had the power to turn down stories that they found objectionable — ones containing hate speech […]

Media 259

Media Social Journal Government 259

GeekWire

JULY 10, 2020

But several of this month’s biggest movers up the list are B2C startups including 3D printing company Glowforge (No. But several of this month’s biggest movers up the list are B2C startups including 3D printing company Glowforge (No. However, two of the top B2C companies on the index — vacation rental hub Vacasa (No.

B2C 138

B2C Company Education Virtualization 138

Forrester IT

MAY 8, 2020

To develop guidance in response to this question, Forrester forecast how CMOs would spend over the next two years on media and advertising, marketing technology, marketing […].

Advertising 507

Advertising Budget Media Development 507

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

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

OCTOBER 28, 2020

Agencies in 2021 will begin to resemble software companies, offering combinations of creative and media products bundled with the services to manage them. Read our predictions for agencies in 2021.

Media 459

Media Software Software Company 459

Forrester IT

FEBRUARY 22, 2024

I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. However, I’m rarely asked about the people that improve media’s results.

Advertising 434

Advertising Media Research Development 434

Forrester IT

JUNE 10, 2019

Here’s what retailers and brands can expect and should focus on regarding social communities and social media for the rest of 2019.

Retail 405

Retail Social Media B2C 405

Forrester IT

AUGUST 6, 2018

B2C marketers have embraced many changes in the media and in consumer […]. Whether it is taking a new job, moving to a new community, or experiencing a new culture, change can enrich your life, even though it means overcoming the discomfort of leaving familiar ways behind.

B2C 170

B2C Media 170

Forrester IT

FEBRUARY 5, 2020

(coauthored with David Novitzky) Marketers use a wealth of consumer data for digital media buying, audience insights, targeting, measurement, and personalization.

Data 453

Data Media B2C Advertising 453

Forrester IT

NOVEMBER 28, 2023

Generative AI’s emergence triggered a landslide of interest and experimentation across sectors, including social media and content. Forrester’s Global AI Software Forecast, 2023-2030 supports this, as content marketing is the third largest category for specialized genAI software spend.

Social 384

Social Media Software Software 384

Forrester IT

SEPTEMBER 21, 2021

Brands that expect a revenue-based ROI from their metaverse custom media buys will be sorely disappointed. In its current state, the metaverse is prime (virtual) real-estate for brands looking to make press headlines, test and learn, and reach a subset of the Gen Z audience.

Real Estate 369

Real Estate Virtualization Media Advertising 369

Forrester IT

JANUARY 31, 2020

Super Bowl Sunday remains one of the few mass media opportunities to gather a plurality of Americans, thus a vanguard advertising showcase for the industry. The Super Bowl is a perfect illustration of the trajectory of the advertising agency industry in transition, despite its cherished position as advertising’s premier event.

Advertising 371

Advertising Media Industry B2C 371

CIO Business Intelligence

JULY 25, 2023

The suite consists of multiple products such as B2C Commerce, B2B Commerce, Order Management, Commerce Marketplace, and Payments. As part of the new updates, Salesforce has created a new feature, dubbed Snapchat for Commerce, to help organizations create advertisements on the social media platform.

Cloud 246

Cloud B2C B2B Enterprise 246

Forrester IT

MAY 10, 2023

Creators — individuals who make and monetize social media content — matter to brands because they wield the power to make ideas, trends, songs, or products go mainstream overnight. With more than 300 million creators worldwide, the creator economy has grown exponentially over the last several years and shows no signs of slowing down.

Advertising 358

Advertising Trends Media Social 358