B2C Marketing

Low-code application development is revolutionizing how enterprises develop technology. Any tech ecosystem in which multiple applications, data sources, and processes intersect is ripe for low-code

The European Parliament and Council have reached a provisional agreement on new rules to ban misleading advertisements and provide consumers with better product information. Generic

As Forrester’s consumer behavior analyst, I’m going to say something controversial: The consumer does not need to be a part of every business decision. There’s

US financial services brands are struggling to earn high levels of customer trust. Forrester’s Financial Services Customer Trust Index (FS Trust Index) revealed that customer

ByteDance officially launched its social commerce experience, “TikTok Shop,” in the US. It includes features such as a dedicated shop tab for searching products or

Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and

The current relationship status between marketing and security and risk (S&R) pros is best described as “it’s complicated.” This may seem cheeky and slightly exaggerated,

Demand-side platforms (DSPs) are defined and confined by the acronym’s connotations. In 2007, when DSPs emerged, they coincided with the growth of real-time bidding, a

The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years.

Marketers: Reconsider your cost-saving ambitions for AI advertising content development. A US District Judge affirmed the US Copyright Offices’ long-standing position of “human authorship,” ruling

We reviewed 27 apparel brands’ websites across the attributes that are essential to their long-term success; here’s what we found.

Does your brand employ a loyalty services provider in addition to a loyalty technology provider? If not, you should consider it. Brands continue to increase

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

Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies

Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? Unpredictable and fast-changing macroeconomic conditions? And industry variability with no

Adtech is supposed to efficiently connect marketers with publishers — demand with supply. Marketers rely on a suite of vendors, including demand-side platforms (DSPs) to

Third-party data is any data your organization uses that you don’t own and didn’t collect; basically, anything you buy or retrieve for free from a

The much-anticipated “Barbie” movie releasing on July 21 comes with a bold promise — it’s for those who love Barbie as much as it is

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

Following my previous blog post, The What, Why, And How Of Values-Driven Marketing and speech at CX APAC 2023, I wrote a report to elaborate

The FIFA Women’s World Cup kicks off on July 20 in Australia and New Zealand. The US team is the defending champion and looking for

As the dust settles from the slow, then sudden, death of MediaMath, it’s clear that this was a one-off case of financial mismanagement rather than

In a tough economy, where privacy legislation and technology changes make qualitative consumer data increasingly difficult to access, B2C marketers are struggling to adapt their

While the conversation and action around diversity, inclusivity, and belonging spiked in 2020, CMOs still struggle with inclusive advertising practices. Three core challenges are involved: