3 B2C Social Engagement Trends to Watch

IT Toolbox

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. Create a Cross-Platform Social Engagement Strategy.

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Marketers – get your heads out of the clouds!

Forrester IT

adaptive brand marketing age of the customer B2C ecommerce B2C marketing brand experience chief marketing officer (CMO) customer centricity customer engagement customer experience customer experience ecosystem customer experience management customer experience strategy

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Ask A Flowchart: What Should I Name My Marketing AI?

Forrester IT

artificial intelligence (AI) B2C marketing enterprise marketing platforms artificial intelligence b2c marketing machine learning Marketing marketing technology MarTechArtificial Intelligence is a big deal in marketing technology.

How Consumers Really Feel About Your Loyalty Program

Forrester IT

B2C marketing customer emotion emotion loyalty b2c marketing customer loyalty MarketingPoints and discounts are the hallmark of most loyalty programs. And, our data shows that they are usually pretty successful in incentivizing purchase behavior: nearly half of US online 18- to 35-year-olds admit that programs influence what they buy and how much they spend. But loyalty isn’t just about the purchase — or at least […].

Introducing The Consumer Tech Stack For Europe

Forrester IT

In the past few months, my colleague James McQuivey has written several blogs about the exciting times we live in. In these posts he focuses on how technology is fundamentally changing the way we interact with the world around us and how that change is grounded in evolution.

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4 Benefits of Creating a B2C Mobile App

IT Toolbox

Seventy-five billion apps were downloaded on Apple and Android devices in 2015, and the number of mobile app buyers in the United States is predicted to reach 85 million by 2019. As more consumers shift to mobile, you can capitalize

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Nine AI Marketing Use Cases That Have The Potential To Deliver Business Value

Forrester IT

B2C marketing chief marketing officer (CMO) customer experience digital business AI artificial intelligence Marketing marketing technology MarTechThe use of artificial intelligence (AI) in specific marketing applications such as programmatic real-time bidding is now commonplace.

Take Your Advertising From Zero To Hero

Forrester IT

advertising age of the customer B2C marketing b2c marketingToday’s marketers are distracted by new technology and more data promising more efficient and personalized advertising. So they forget that adtech — in a vacuum — is no match for how people today consume media, interact with advertising, or think about their experiences with brands. In fact, we know that consumers’ opinions vary widely about how they […].

How To Use Emotion To Deliver Your Brand Promise

Forrester IT

B2C marketing chief marketing officer (CMO) customer experience brand energy emotionIn a recent workshop with the marketing team of a large European brand, we discussed the importance for marketers to deliver their brand promise.

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Four Forces Drive The Consumer’s Tech Stack

Forrester IT

B2C ecommerce B2C marketing benchmarks business technology (BT) consumer mobile activities consumer mobile adoption consumer mobile devices consumer mobility consumer segmentation customer data customer emotion customer insights data insights ecommerce marketing technology technology adoption dataToday I’m on stage in New York speaking to hundreds of marketing executives at our Consumer Marketing Forum 2018.

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Global Marketing Automation Spending Will Reach $25 Billion By 2023

Forrester IT

B2B marketing B2C marketing integrated marketing (cross-channel) marketing automation marketing resource management (MRM) B2B Marketing b2c marketing CCCM content marketing l2rm Marketing Marketing Automation MRM RTIM TCMA Through-ChannelMarketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe.

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Beyond The Hype, AI Will Spark A Marketing Renaissance.

Forrester IT

B2C marketing chief marketing officer (CMO) customer experience AI artificial intelligence Customer Experience (CX) Marketing Marketing Automation marketing innovationMarketing technology (martech) vendors are heavily pitching AI. However, AI per se is not new and won’t solve CMO’s problems overnight. In fact, many marketers use AI without even knowing it, when they use AI-powered algorithms for programmatic ad buying!

Where To Invest Your Adtech And Martech Dollars

Forrester IT

As a B2C marketer, do you know how you should spend your technology budget? B2C marketing budgeting marketing technology Uncategorized adtech madtech MarTech technology investmentWhere should you invest and from which technologies should you divest?

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One To One – Digital Marketing Conference in Biarritz

Forrester IT

B2C marketing chief marketing officer (CMO) customer experience artificial intelligence chatbots conversational interfaces conversational marketing Customer Experience (CX) employee experience intelligent agents voice-based assistantsI am very excited to have been invited for the third time to give the opening keynote speech at One To One – a great marketing conference taking place on October 10, 11, and 12 in Biarritz in the South West of France.

Are you ready for your next brand crisis?

Forrester IT

B2C marketing brand monitoring marketing organization & cultureYou and your PR team have a detailed crisis communications plan. The problem is, it’s wrong. Crisis communication principles have lagged changing expectations of transparency and responsiveness from today’s consumer. Today’s empowered consumers as Forrester calls them have the devices and ability to uncover and share facts – and rumors – even as the crisis […].

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The Algorithm Of You

Forrester IT

advertising B2C marketing contextual marketing privacyAlgorithm. It’s a buzzword you hear frequently these days. But does the average consumer understand the impact algorithms have on her life? Absolutely not. Consumers enjoy the illusion of unlimited choice in products, services, and content, but there’s almost always an algorithm behind the curtain, constantly refining and defining what’s presented to her. Like it […].

AI Helps Marketers Target The Right Customers, Across The Right Channels And Content At Scale

Forrester IT

artificial intelligence (AI) B2C marketing chief marketing officer (CMO) digital marketing email marketing integrated marketing (cross-channel) marketing & strategy AI ROIThere’s a sense of urgency in Asia to capitalize on AI, not only to compete but to lead globally.

The Data-Driven Marketing Revolution Will Be Televised

Forrester IT

advertising B2C marketing marketing & strategy marketing methods media media buyingI recently heard L.L. Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign.

Marketers, You Need Better Measurement. Two Companies Can Show You The Light

Forrester IT

attribution B2C marketing digital marketing marketing & strategy marketing measurement marketing mix modelingMarketers, need inspiration to get started with advancing your marketing performance measurement strategy? Look no further!

Walled Garden No More: Digital China Goes Global

Forrester IT

B2C marketing chief marketing officer (CMO) digital businessAs China battles the US for global digital leadership, Chinese digital giants like Alibaba and Tencent are taking the first beachhead: Southeast Asia (SEA).

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Changing Attitudes To Targeting Could Threaten Digital Ad Spending

Forrester IT

advertising B2C marketing digital marketing GDPR media buying personalization privacyThe balancing of the privacy-personalization paradox will be the defining dynamic impacting digital ad spending over the next several years.

Three Takeaways On eCommerce From My Trip To China

Forrester IT

age of the customer Asia Pacific B2C ecommerce customer experience digital business online retail retailI recently spent two weeks in China to attend an event hosted by eCommerce company JD.com for analysts and retail thought leaders.

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Why AT&T’s Acquisition of AppNexus Is A Big Deal

Forrester IT

advertising age of the customer B2C marketing digital marketing media media buying programmatic buying adtechThe rumors were swirling during the Cannes Lions Festival last week, though I don’t think I expected it to happen so fast. But it did. Yes, AT&T has acquired adtech company AppNexus, in news confirmed today. Here are the headlines, from my point of view: AT&T + Time Warner = plugs and pipes meet content. […].

Amazon Flirts With Banks And Their Customers: Here’s What You Should Do

Forrester IT

Like a football team captain at a junior high dance, Amazon just sauntered up to a big group of people and started dropping hints about its sweet moves on the dance floor. Okay, that’s not exactly what’s happening here, but it sure felt like that to many bank executives who heard the […].

Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Forrester IT

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

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The Video Universe Is Expanding And Video Market Players Must Adapt

Forrester IT

advertising B2C marketing budgeting digital marketing media media buying spend analysisIn season 4 of Netflix’s BoJack Horseman, an animated series about the struggles of a former 90s-era sitcom star with same name, BoJack’s agent Princess Carolyn is pitching a new series starring BoJack.

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The Facebook And Twitter Q2 Earnings Story: Quality Over Quantity

Forrester IT

social marketing social media b2c marketing earnings facebook social networks twitterWhat you’ll hear from the press this week: Facebook missed its earnings for the first time since 2015. But in our world, 43% YOY increase in revenue and 11% YOY increase in DAUs and MAUs is still a solid performance. Facebook continues to diversify by augmenting its core Facebook social network with ancillary products (Instagram, […].

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The Data Digest: The Dangerous Contradictions Of Consumer Reviews

Forrester IT

B2C marketing customer insights data insights ratings & reviewsThe American showman P.T. Barnum understood the value of online consumer reviews well before the arrival of the internet when he said, “Nothing draws a crowd quite like a crowd.”

Get Ready To Activate Marketing Campaigns With Mobile Wallets

Forrester IT

Asia Pacific B2C marketing customer experience AliPay Apple coupons google loyalty rewards Payments Samsing wallets WeChat PayIn February 2015, Forrester predicted that the future of mobile wallets existed beyond mere payments.

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The Data Digest: Prioritize CX Investment By Understanding Empowered Consumers

Forrester IT

age of the customer B2C marketing consumer segmentation customer data customer experience index (CX Index) data insights EuropeOn paper, customer experience (CX) is about people creating memorable experiences for other people. But in reality, resonating with consumers is complex and messy.

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Tune In To The 10 Social Listening Platforms That Matter

Forrester IT

B2C marketing social intelligence social listening & listening platformsOnce upon a time, most brands relied on 6+ week cycles of feedback through consumer surveys and expensive focus groups to listen to their consumers. Today, social listening platforms have become a staple in most brands’ marketing tech stacks because of their ability to give brands near real-time feedback and insight into conversations about their […].

The Data Digest: Millennials Call For Values-Driven Companies, But They’re Not The Only Ones Interested

Forrester IT

age of the customer B2C marketing data insights millennialsWe’ve been researching values-based consumers for several years now, and conversation in the C-suite has progressed from “Are values really important?” to “How do we strategize accordingly?”

Forget Everything You Think You Know About Marketing Planning

Forrester IT

B2C marketing chief marketing officer (CMO) customer obsession Marketing Marketing PlanningWhat’s the first thing that comes to mind when you think about marketing planning? An annual rite of corporate governance? A forced march of endless meetings and spreadsheets? Guessing what your customers will want and where they will want it in 18 months? Existential dread? The exact opposite of why you became a marketer in […].

Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Forrester IT

B2C marketing brand building brand experience brand monitoring branding chief marketing officer (CMO) digital marketing marketing & strategyWHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?

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Marketing Innovation Requires “Process, Process, Process!” (Channeling Jan Brady)

Forrester IT

chief marketing officer (CMO) marketing & strategy B2B Marketing b2c marketing innovation market imperative Marketing marketing innovation playbook processMarketing has come a long way but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new The Marketing Innovation Playbook. It’s time for companies to undergo a marketing makeover.

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