These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs

Forrester IT

Six months ago we started a conversation about customer data platforms (CDPs).

B2C 162

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.

B2C 109

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

B2C 100

Marriott’s Bonvoy Boasts “Better” Loyalty, But Can It Deliver?

Forrester IT

age of the customer B2C marketing loyalty b2c marketing customer loyalty hospitality loyalty rewardsAfter more than two years of loyalty program limbo and “will they, or won’t they” debates, Marriott unveiled the name of its unified loyalty program: Bonvoy. This final step in the world’s largest hospitality merger brings together over 100 million members, billions of records, and 6,700 properties in over 130 countries. For Marriott, the stakes […].

Align Martech Investments With Your Digital Transformation Strategy

Forrester IT

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).

Video: How AI is Transforming Advertising and What You Should Do About it.

Forrester IT

artificial intelligence (AI) B2C marketing AI artificial intelligence b2c marketingDid you know that artificial intelligence (AI) has infiltrated all parts of the advertising process? My guess is, probably not. But chances are, in an era of programmatic advertising where machines are making millions of decisions on billions of ad impressions every day, your advertising is being touched by AI. Awesome, right? But also risky: to your […].

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.

Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions

Forrester IT

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 marketing digital marketing marketing & strategy b2c marketing brand safety digital emerging technology facebook influencer influencer marketing instagram Marketing MarTech social media WaveWhat bubble?

B2C 110

Customer Experience: France Is Lagging Behind

Forrester IT

age of the customer B2C marketing chief marketing officer (CMO) customer experience employee experienceAfter New York City, San Francisco, Sydney, Singapore, and London, Forrester hosted its first event dedicated to customer experience in Paris, France.

Trends 166

Online Retail In Southeast Asia Is Expected To Reach $53 Billion By 2023

Forrester IT

We expect B2C online retail in Southeast Asia […]. B2C ecommerce ecommerce global ecommerceSoutheast Asia (including Indonesia, Singapore, Malaysia, Thailand, the Philippines, and Vietnam) is home to 574 million people.

Retail 142

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.

B2C 109

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

B2C 143

Highlights Of Another Record-Smashing Singles’ Day

Forrester IT

B2C ecommerce B2C marketing ecommerce global ecommerce online retail retailI was in Shanghai last weekend to witness the largest 11.11 ever in history. Alibaba breaks another record with 2018 GMV reaching RMB213.5 billion ($30.8 billion), 27% higher than last year’s RMB168.3 billion ($25.3 billion). I’m excited to share some of the event highlights here: Stay tuned for the post-event report on Singles’ Day 2018.

Retail 114

What To Expect From Mobile World Congress 2019 Beyond 5G and Foldable Phones?

Forrester IT

B2C marketing chief marketing officer (CMO) digital business 5G AI augmented reality Foldable phones Global Mobile Awards Hololens mobile first MWC voice interfacesFor the first time in 15 years, I will not attend Mobile World Congress.

Mobile 136

AI Is Not Your Savior In Social Listening

Forrester IT

social intelligence social listening & listening platforms AI b2c marketing consumer insights customer insights social listening platforms social marketing social media

Social 150

Seeking Magic Moments – Why It’s Time to Tune Up Your Digital Experience Stack

Forrester IT

age of the customer B2B ecommerce B2C ecommerce customer relationship management (CRM) digital agencies digital customer experience digital transformation ebusiness strategy enterprise content management (ecm) Innovation omnichannel customer experience personalization user experience analytics Automation customer experience digital strategy innovationThe legendary R&B singer and songwriter Ben E. King got it so right in the Drifters 1960 recording of “This Magic Moment.”

B2B 306

New Retail Isn’t The Future — It’s The Present

Forrester IT

B2C ecommerce ecommerce global ecommerce omnichannel customer experience online retail retailThe future of retail is already here: Alibaba’s New Retail is reshaping the retail landscape in China and beyond.

Retail 157

Hulu Signals An Inflection Point For OTT

Forrester IT

advertising B2C marketing media promotedYou’ve likely read the facts: Hulu announced that it has 25 million subscribers and collected $1.5 billion in advertising revenue in 2018. For more information and analysis, check out this report.)

eCommerce Will Account for 36% of Global Fashion Retail Sales by 2022

Forrester IT

B2C ecommerce ecommerce global ecommerceFashion is the second largest retail category after grocery. The eCommerce shift is a significant, palpable movement in most economies.

Trends In Marketing Measurement You Need To Follow In 2019

Forrester IT

B2C marketing marketing ROIMarketers are held to an ever-higher standard of accountability to ROI and business impact. But many marketers struggle to meet these expectations, hampered by long-established habits and lack of knowledge about new data- and analytics-enabled measurement approaches.

Trends 160

Consumer Marketing 2019: Beyond The DTC Revolution

Forrester IT

B2C marketing digital marketing direct to consumer promotedWarby Parker. Everlane. Casper. Bombas. Harry’s.

B2C 141

Smart Retail eCommerce Shopping Features And What We Can Learn From Them

Forrester IT

B2C ecommerce ecommerce global ecommerceRetailers are trying to differentiate their shopping experiences to win, serve, and, retain increasingly empowered customers. The first step to adding any website feature is to ensure you understand your customers, their needs, and journeys.

Retail 151

The New Digital Model For Brand Experience

Forrester IT

age of the customer B2C marketing brand building brand experience branding chief marketing officer (CMO) customer experience customer experience strategy digital business marketing & strategy

Energy 150

Netflix Has Become HBO

Forrester IT

B2C marketing media HBO Netflix OTT streamingIn a 2013 article in GQ, Netflix chief content officer Ted Sarandos laid out the then-nascent streaming company’s challenge: “The goal is to become HBO faster than HBO can become us.”

B2C 147

Partner Relationship Management (PRM) Comes Of Age

Forrester IT

Maturing Into A Horizontal Channel Management Platform Aligned With CRM and Marketing Automation. Channel and alliance leaders are known to be good jugglers.

B2B 215

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 […].

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 […].

Gillette’s Biggest Mistake — And How To Fix It

Forrester IT

B2C marketing brandingThis video gives a 2 minute summary of the biggest mistake Gillette has made with the “We Believe” campaign, and what the brand can do now to fix it. If you want more comprehensive guidance on how to manage a crisis, read the report I wrote with my colleague, Emily Collins: Brands Forget The Rules of Modern Marketing When Crisis […].

Video 134

Making Sense of Enterprise Marketing Technology (EMT)

Forrester IT

B2C marketing contextual marketing enterprise marketing platforms marketing & strategyMaking sense of the enterprise marketing technology (EMT) landscape can easily overwhelm even the most dedicated martech aficionado.

Video Drives Online Display Advertising Spending But With Some Limitations

Forrester IT

advertising Asia Pacific B2C marketing digital marketingOnline video offers marketers and media firms an immersive and interactive form of communication with targeted user groups. Google is constantly refining its content acquisition and delivery tools to grow its YouTube revenue. Three Chinese digital giants — Baidu, Alibaba, and Tencent (BAT) — are investing aggressively on their online video platforms, namely Baidu’s iQiyi, […].

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.

Accelerate Revenue Growth With Digital Innovation

Forrester IT

B2B ecommerce B2C ecommerce chief information officer (CIO) chief marketing officer (CMO) digital business digital disruption digital transformation ebusiness strategy ecommerce global ecommerce The Counterintuitive CEO

.Net 125

CMOs: To Get A Seat At The Digital Transformation Table, Command Your Customer’s Experience

Forrester IT

age of the customer B2B marketing B2C marketing chief information officer (CIO) chief marketing officer (CMO) customer experience CMOs customer and employee experience digital transformation voice of the customerOnly 16% of CMOs are responsible for leading the execution of their firm’s digital transformation. Now is the time to rethink your role. Too few CMOs actively lead or are deeply involved in digital transformation.

B2B 116

Predictions 2019: Brand Commands Renewed CMO Attention

Forrester IT

B2B marketing B2C marketing chief marketing officer (CMO) digital marketing online marketing technology predictions 2019Customer experience (CX) was at the forefront of CMOs’ minds in 2018.

Budget 145

Creative adtech: the most important category you’ve never heard of (+ a Forrester Wave)

Forrester IT

advertising B2C marketingFor the past 30+ years, and for a host of reasons, the age-old connection between creative and media has been severed.

Media 125