B2C Marketing

TikTok CEO Shou Zi Chew testified before the House Energy and Commerce Committee today amidst rare bipartisan agreement that the app poses a national security

All signs point to the COVID-19 pandemic being fully behind us: The Biden administration’s COVID-19 national public health emergency protocols are set to end on

Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job

It is critical for marketers and customer experience pros to align their respective metrics with shared business metrics. Use customer lifetime value alignment to achieve

High Prices Have Buoyed Revenue Growth In 2022, the amount of money that US consumers spent (what the Bureau of Economic Analysis calls personal consumption

We’ll let you in on a secret: Cometeer coffee keeps Forrester’s B2C marketing research team running. When our colleague evangelized the innovative coffee company in

The advertising industry is in flux. Ongoing economic uncertainty creates fluctuations in ad spend, while data deprecation resets the digital media buying and selling landscape:

“Generative AI” is to 2023 what “the metaverse” was to 2022: hyped-up headlines fraught with the juxtaposition of promise and fear — sentiments mirrored by

Create A Customer-Obsessed Growth Engine To Thrive In Tough Times Today, the world is more challenged than ever as a series of health, environmental, socioeconomic,

How can Google ads help generate targeted B2B leads?  Lead generation is one of the most challenging parts of running a B2B business. Another big

Is B2B customer onboarding part of your integrated marketing strategy? Creating a successful customer experience and establishing positive customer relationships is essential for the success

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

If Meta’s announcement about its pilot subscription service sounds familiar, that’s because it bears a striking resemblance to Twitter Blue. Paying users will get a

Demand For Investment Services Among Malaysian Females Is Up Female investors in Malaysia are on the rise. According to the nation’s stock exchange, there was

Ok, let’s get this out of the way: as a lifelong Eagles fan, I was devastated by the outcome of the Super Bowl and my

Super Bowl LVII was full of firsts. The first Super Bowl matchup between two starting black quarterbacks The first Super Bowl sibling rivalry, between Jason

Baffled by what you hear about the economic environment? Struggling to make sense of conflicting points of view? You’re not the only one. We’ve been

Consumers shared their attitudes toward subscriptions — see the key highlights.

Museums represent a major social investment in communities and society. The function of a museum is more than a repository of valuable objects.  A museum

The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media

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

In this corner … consumers and privacy concerns. And in the other corner … companies prioritizing personalization in their business objectives. Who will win this

As one of the most popular loyalty programs in the world, the stakes for the Starbucks Rewards program are high. Today, the program boasts nearly

Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing