Has Digital Advertising Reached Maturity In The US?
Spending on digital advertising in the US is forecasted to settle into a period of moderate growth. From 2023 to 2028, growth will — for the first time — fall to single digits due to the maturity of the market. In our new US ad spending forecast covering 2023 to 2028, we examine trends impacting […]
“Change Now” For Sustainable And Profitable Solutions
ChangeNOW. That’s a bold title and almost a categorical imperative to act. In fact, this is the name of the largest event of solutions for the planet, which took place in Paris last week (March 25–27). With 35,000 participants from 120 countries, and a wide variety of speakers from governments, public authorities, NGOs, civil society, […]
50/50: Private Label Is Coming For You
Welcome back to Forrester’s blog series “50/50,” where we showcase two sides of a B2C marketing issue. This month, we explore how consumers feel about buying “branded” and “private-label” products: “Branded” products are produced, marketed, and sold under a recognized brand name owned by a specific company. An example is Colgate’s “Total Whitening Toothpaste.” “Private-label” […]
Don’t Get Canceled: How To Overcome GenAI Consumer Backlash
As AI awareness increases, consumers assume a default posture of distrust. This year’s CX Summit North America will reveal practices that brands can use to protect themselves while advancing their genAI strategy.
One Year Since Bud Light’s Marketing Blunder: What Did We Learn?
Yes, hindsight is 20/20. As we reach the anniversary of Bud Light’s marketing blunder, we’ve taken a look back into what really happened to fuel the iconic brand’s crisis. In the year following Bud Light’s cancellation, the company faced material backlash from both the LGBTQ+ and conservative communities for their transgression of core brand values. […]
The State Of Consumer Usage Of Generative AI, 2024
As is often the case with poorly understood tech that promises to change the world, consumers worry about its ethics and human impact. Yet a vast majority of these skeptics will use (and love) genAI during 2024, whether they know it or not. Like it or not, know it or not, genAI will seep into […]
Welcome To The Future Of Marketing Technology
To meet customers in their moments, marketers must design, execute, and optimize interactions across the full range of devices, channels, and touchpoints where consumers engage with a brand. Meanwhile, the marketing landscape continues to evolve with new technologies, data deprecation, and sophisticated consumers. An effective martech strategy supports the needs of marketing today while retaining […]
Can AI Improve Your Loyalty Program?
Learn about the potential of predictive AI — and, now, generative AI — in enhancing loyalty programs and strategies.
The Justice Department Accuses Apple Of Smartphone Monopoly
What’s the lawsuit about? The United States Department of Justice has announced an antitrust lawsuit against Apple. Antitrust action against companies is intended to thwart monopolistic behavior that a government believes impedes competition and hurts consumers. The claim that “Apple has locked its consumers into the iPhone while locking its competitors out of the market” […]
TikTok’s Influence On Young Voters Makes It A Threat To US Democracy And An Asset To Marketers
New legislation just passed in the US House of Representatives signals that TikTok regulation is coming. The core argument made by US lawmakers centers around US user data making its way into the hands of the Chinese government. There’s another issue at hand, however: TikTok’s influence over young US voters. According to Forrester’s Consumer Benchmark […]
