Forrester IT
APRIL 5, 2022
As the age of misinformation and slew of dubious corporate claims threaten consumers’ trust in brands, consumers are desperate for authenticity. While conventional wisdom suggests that authenticity means “being yourself,” that quickly breaks down when CMOs translate the sentiment into action.
Forrester IT
SEPTEMBER 9, 2020
As a result of the COVID-19 pandemic, brands of all kinds are looking to shore up their own DTC efforts as more consumers seek authentic and engaging brand relationships in increasingly digital spaces. As they craft their own brand’s DTC journey, B2C marketers and […].
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CIO Business Intelligence
MAY 24, 2022
They may have a built-in user store supporting password authentication, for example. Others are related to cloud-specific systems, like Azure AD B2C. In response to cloud-based customer experiences, more focus has shifted to authentication. 5 Essential modern customer authentication elements that FIDO enables.
Forrester IT
FEBRUARY 14, 2020
As consumers look to align their purchases with their principles, opportunities arise for brands — though genuine commitment is key.
Forrester IT
JULY 11, 2023
Three core challenges are involved: 1) receiving backlash if the advertising “gets it wrong”; 2) seeing inclusivity in advertising as a “check the box” task; and 3) using inclusivity for PR instead of authentic representation. […]
Forrester IT
JANUARY 18, 2019
My first piece of advice was: If you aren’t authentic […]. 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.
Forrester IT
DECEMBER 16, 2019
Marketers want to build authentic and lasting relationships with customers who are more and more likely to experiment and less and less likely to trust traditional advertising. This year, we’ve seen an uptick in client and industry interest in customer communities.
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