Forrester IT

AUGUST 19, 2020

B2C marketers’ most pressing top-of-mind issue is how data deprecation will impact targeting, measurement, personalization, and digital media buying. Data deprecation restricts tracking and access to consumer data due to regulatory, browser, walled-garden, or consumer actions.

B2C 301

B2C Data Strategy Media 301

Forrester IT

SEPTEMBER 9, 2019

I’m Steph, the newest member of Forrester’s B2C martech research team. I’ve been at Forrester for four years, first as a research associate and most recently as a researcher on the B2C marketing […]. Do you work with marketing resource management (MRM) or mobile engagement automation (MEA) tools? If yes, I want to hear from you!

B2C 311

B2C Meeting Resources Research 311

Forrester IT

MAY 6, 2019

“The Forrester Wave™: Content Marketing Platforms for B2C Marketers, Q2 2019” is live! We looked at their current offering, their strategy, and current market presence. The report shows how each provider […].

B2C 321

B2C Strategy Report 321

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 406

Survey B2C Advertising Operating Systems 406

Forrester IT

MARCH 7, 2024

However, a cohesive marketing measurement strategy is often hindered by the complexity of data, the proliferation of touchpoints, and varying levels of marketing initiatives. All CMOs are under intense pressure to demonstrate the impact of marketing efforts on business outcomes.

Strategy 438

Strategy Data Advertising B2C 438

Forrester IT

APRIL 28, 2022

The Forrester Wave™ for B2C Commerce Solutions surfaced a significant shift in the market, which we predicted but did not expect to see so quickly or so clearly.

B2C 195

B2C Devops Development Architecture 195

Forrester IT

MAY 9, 2019

As the world’s largest eCommerce market, China appeals to global B2C and B2B brands alike. Multinationals that want to develop their B2B online commerce business in China will need to clearly define their strategy, including what payment solutions […].

B2B 411

B2B Strategy B2C Development 411

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. CEOs believe their companies are more focused on customers than their CMOs believe.

B2C 368

B2C Survey Strategy Company 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

MARCH 21, 2023

B2C marketers must understand customers and create value exchanges in their individual moments of need. Empowered customers expect seamless cross-channel experiences. That’s a tough job if your martech ecosystem is overly complex or badly integrated – or both.

B2C 195

B2C Strategy Data 195

Forrester IT

FEBRUARY 2, 2023

In the era of data deprecation, many B2C marketing clients are asking me “how can I get more first-party data?” or “how do I get more customers to share data with me?” It’s a valid question and a totally understandable one – a common recommendation (including from Forrester) to contend with the loss of third-party […]

B2C 195

B2C Data Strategy Enterprise 195

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

JUNE 13, 2022

We guide B2C digital leaders toward new horizons of success with Forrester Decisions for Digital Business & Strategy. Learn how.

B2C 363

B2C Strategy 363

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

JANUARY 29, 2019

That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report). Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences.

B2C 343

B2C Strategy Enterprise Enterprise 343

Forrester IT

OCTOBER 24, 2023

Though the end customer doesn’t necessarily distinguish between different types of interactions, companies acutely know that different personalized tactics require different strategies, data, and technology. Those moments could manifest across the customer lifecycle as: segmenting ads and […]

Strategy 390

Strategy Data Company B2C 390

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 477

B2C Industry Strategy Trends 477

Forrester IT

JANUARY 11, 2022

Start 2022 with renewed marketing opportunity by assessing your data strategy and finding opportunities to round out your understanding of customers and prospects.

Strategy 370

Strategy Data Apple Examples 370

Forrester IT

APRIL 13, 2022

At CX North America on June 7-9, we’re going to help customer experience professionals, B2C marketers, and digital business leaders embrace new risks, develop bold customer strategies, and execute faster than you ever thought possible.

B2C 195

B2C Strategy Development 195

Forrester IT

AUGUST 7, 2023

I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […] We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue.

Strategy 195

Strategy Apple Study Research 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

OCTOBER 26, 2022

Are you responsible for building, improving, or evolving your company’s digital business strategy? If you answered yes (or even “mostly yes”), then the Develop The Digital Strategy priority within the Forrester Decisions for Digital Business & Strategy service is for you!

Strategy 195

Strategy Healthcare Retail Travel 195

IT Toolbox

JUNE 20, 2016

B2C purchases are highly influenced by social media. 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. Here are three of the hottest social engagement trends for B2C this summer.

B2C 113

B2C Social Trends Strategy 113

Forrester IT

JANUARY 31, 2022

This report evaluates ten top vendors’ current offering, strategy, and market presence for their unified measurement and optimization solutions. The 2022 Forrester Marketing Measurement Wave will help B2C Marketers select the best measurement vendors […].

B2C 195

B2C Strategy Report 195

Forrester IT

AUGUST 8, 2023

For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.

B2C 195

B2C Budget Strategy Trends 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. Yet, […].

Media 195

Media B2C Meeting Strategy 195

Forrester IT

OCTOBER 26, 2021

Forrester sees 2022 as a tale of two B2C CMOs: Some will be sidelined by the likes another chief “something” officer. However, elite CMOs (those with data, martech, customer experience, and product chops) will capitalize on this moment in time to duly expand their remit across the marketing mix.

B2C 360

B2C Data Advertising Strategy 360

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 294

B2C Fashion How To Travel 294

Forrester IT

JULY 15, 2020

I will be tackling this complex and important analysis to help retailers, brands, and manufacturers choose the best strategy/design/implementation/integration/operations service partners, extending Senior Analyst Lily Varon’s work from a few years ago.

B2C 301

B2C B2B Retail Analysis 301

Forrester IT

NOVEMBER 6, 2018

Business stakeholders and CIOs in both B2B and B2C environments are planning and deploying IoT solutions to power digital transformation initiatives to revolutionize customer relationships, enhance operations, and differentiate products. IoT deployment momentum brings challenges.

B2C 404

B2C Internet B2B Strategy 404

Forrester IT

NOVEMBER 22, 2022

According to Forrester’s Q3 B2C Marketing CMO Pulse Survey, 82% of CMOs plan to increase paid search budgets and 74% plan to increase SEO budgets in 2023. In 2023, marketers plan to spend more on paid and organic search despite data deprecation and economic headwinds. As search budgets grow, the medium is changing radically.

B2C 195

B2C Budget Report Survey 195

Forrester IT

JUNE 29, 2022

Learn how the customer lifecycle framework helps B2B and B2C business leaders – enterprise-wide! calibrate what are too-often internally focused processes instead of the customer's process and perspective in order to become more customer obsessed.

B2C 195

B2C B2B Enterprise Enterprise 195

Forrester IT

JANUARY 13, 2020

How can enterprise buyers gauge if their vendor partner has a robust internal strategy and thus […]. These questions are as fundamental for every organization as it is for every individual personally. Trusting a company is even more critical from a buyer perspective.

Strategy 293

Strategy Enterprise Enterprise Company 293

Forrester IT

MARCH 14, 2023

In fact, 53% of B2C marketing decision-makers plan to increase their spend on loyalty technology this year. 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.

Programming 195

Programming B2C Media Strategy 195

Forrester IT

SEPTEMBER 6, 2022

This is especially true during turbulent times as B2C marketers confront a range of challenges and opportunities such as changing consumer needs, data deprecation, and a post-pandemic/pre-recession economy. Enterprise marketing suites are the foundation of the marketing technology stack.

B2C 195

B2C Enterprise Enterprise Data 195

Forrester IT

JULY 13, 2022

This statement is at the core of a defining principal at my former employer, Mars, and the spirit of this idea is similarly at the core of many B2C companies’ operating philosophies. “The consumer is our boss.” Forrester calls putting the customer at the heart of everything you do, “Customer Obsession” and it’s proven to […].

B2C 195

B2C Company B2B Strategy 195

Forrester IT

JULY 13, 2020

This Wednesday, July 15th, we’re inviting executives from all companies — large and small, B2B, and B2C — to participate in our inaugural CX Reality Day.

B2C 327

B2C B2B Company Strategy 327