Forrester eCommerce

OCTOBER 16, 2023

According to Forrester’s Marketing Survey, 2023, financial services marketers in Asia Pacific (APAC) find improving marketing’s ROI or effectiveness more difficult than their peers in other regions and industries.

Financial Services 447

Financial Services B2C Marketing Technology 447

Forrester eCommerce

SEPTEMBER 7, 2023

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, until you learn that a whopping 78% of B2C marketing leaders say that they don’t know anyone on their security, risk, and compliance team.

B2C 421

B2C Marketing Management Customer 421

Forrester eCommerce

OCTOBER 26, 2023

Generative AI is among the hottest topics that B2C marketers in APAC wanted to hear from us in 2023. The top asked questions include: What are the most applicable use cases of generative AI in marketing today? What are generative AI’s key potentials to improve marketing efficiency?

B2C 415

B2C Marketing Improvements 415

Forrester eCommerce

AUGUST 5, 2021

This just in: Forrester asked 150 US B2C marketing executives (across industries) how challenging the various 2022 priorities will be to achieve. Proving the value of marketing. Seventy-one percent of B2C marketing execs indicated that demonstrating the value of marketing to the CEO, CFO, and the board will […].

B2C 482

B2C Marketing Customer 482

Forrester eCommerce

JANUARY 6, 2022

“Over half of CMOs will make employee experience (EX) essential to brand planning” – Forrester’s Predictions 2022: B2C Marketing And Innovation A New Frontier Emerges I spent most of the winter months hounding a panel of brand experts for their insights as I wrote Forrester’s annual brand spotlight report (to be published later this (..)

Marketing 368

Marketing B2C Customer 368

Forrester eCommerce

NOVEMBER 15, 2024

Forrester’s Q4 B2C Marketing CMO Pulse Survey, 2024 provided a list of 17 initiatives and we asked respondents (127 US B2C marketing executives) to select up to three. With budgets set for 2025, CMOs are about to enter the new year with several critical initiatives. What’s bubbling to the top?

B2C 221

B2C Marketing Customer 221

Forrester eCommerce

JULY 22, 2024

After repeated delays in a four-year-long saga, marketers and advertisers grew increasingly skeptical. In Forrester’s Marketing Survey 2024, 61% of B2C marketers said they do not believe that Google will deprecate the third-party cookie. It’s not […]

B2C 468

B2C Marketing Customer 468

Forrester eCommerce

AUGUST 6, 2024

Source: GIPHY “What would you say… your marketing operations function does here?” If you can’t quickly and easily answer that question, you need a formal marketing operations charter STAT!

Operations 259

Operations B2C Marketing Customer 259

Forrester eCommerce

DECEMBER 11, 2020

It’s time for B2B marketers to close the gaps in their customers’ digital experiences with the assistance of automated conversations created by chatbots and virtual assistants (VAs). These solutions are already popular in B2C and B2B markets, creating experiences that: Meet modern buyers’ expectations of immediacy.

B2B 511

B2B B2C Marketing Customer 511

Forrester eCommerce

OCTOBER 25, 2023

B2C marketing CMOs will need to navigate AI and prioritize the practical amid a tense political atmosphere. Get an overview of our B2C marketing predictions for 2024.

B2C 397

B2C Marketing Technology Customer 397

Forrester eCommerce

JUNE 27, 2022

For B2C marketers, first-party data is a lot like “Zoolander’s” Hansel: “so hot right now.” Facing massive headwinds amid data deprecation, marketers want to capture zero- and first-party data from customers and build direct relationships.

B2C 369

B2C Marketing Customer Customer Experience 369

Forrester eCommerce

MARCH 26, 2024

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.

Technology 468

Technology Marketing Channel Consumer 468

Forrester eCommerce

AUGUST 14, 2020

A few weeks ago, I teamed up with some treasured colleagues to discuss the marketing technology landscape in a conversational webinar: Steve Casey, who joins me in covering B2B marketing technology, and our compatriots Joe Stanhope and Rusty Warner who cover B2C marketing technology, engaged in a spirited (‘cause we don’t always agree) conversation (..)

B2B 453

B2B B2C Webinar Technology 453

Forrester eCommerce

FEBRUARY 14, 2024

This comprehensive report features 22 vendors with $5 million or more annual CDP revenue from the APAC market. Most vendors are still in the early stages of developing their business in APAC, indicating that the market is […]

Marketing 459

Marketing Customer Data Customer B2C 459

Forrester eCommerce

SEPTEMBER 2, 2024

The futures of AI and the green market revolution are intimately linked; whether we want it or not, both will inevitably and radically transform societies and economies and become invisibly embedded into our daily lives.

Marketing 474

Marketing Customer Experience B2C Customer 474

Forrester eCommerce

OCTOBER 20, 2023

Incrementality testing is a game-changing measurement approach for marketers. In the ever-evolving marketing landscape, this method holds the key to smarter decision-making, better allocation of resources, and, ultimately, greater ROI.

Marketing 434

Marketing Games B2C Operations 434

Forrester eCommerce

MAY 7, 2024

I’m pleased to announce the publication of the first of my two generative AI (genAI) Marketing in APAC reports, “The State Of Generative AI For Marketing In Asia Pacific.” Here […]

Marketing 459

Marketing B2C 459

Forrester eCommerce

SEPTEMBER 18, 2020

One of the biggest transformations in retail that Forrester highlighted in its recent B2C buying research stream is the growth of brand manufacturers in commerce and the corresponding tension with marketplaces like Alibaba, Amazon, and others around the world. (“Brand manufacturers” are traditionally wholesale companies that distribute (..)

B2C 497

B2C Events Other Retail 497

Forrester eCommerce

MAY 24, 2022

The flurry of changes in the advertising and marketing ecosystem driven by cookie and ID deprecation, rising walled gardens, and privacy-preserving measures, has B2C marketers scrambling for solutions to help them develop data-driven marketing strategies.

B2C 369

B2C Marketing B2B Technology 369

Forrester eCommerce

MAY 8, 2020

To develop guidance in response to this question, Forrester forecast how CMOs would spend over the next two years on media and advertising, marketing technology, marketing […].

Marketing 507

Marketing Technology B2C B2B 507

Forrester eCommerce

APRIL 30, 2024

Buyer expectations for immediacy, relevance, and instant gratification have carried over from B2C to B2B and been amplified with Millennials and GenZ comprising more than half of the modern workforce.

B2B 448

B2B B2C Consumer Marketing 448

Forrester eCommerce

FEBRUARY 23, 2023

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 brand stories they tell and the brand experiences they create. Simply put, they champion their customers every step of the way.

Consumer 364

Consumer B2C Marketing Customer 364

Forrester eCommerce

JANUARY 30, 2023

Marketing analytics is the practice of measuring, managing, and analyzing data from marketing initiatives — including channels, programs, campaigns, and tactics — to improve marketing effectiveness and identify opportunities to optimize short- and long-term objectives.

Marketing 351

Marketing Channel Improvements Management 351

Forrester eCommerce

APRIL 1, 2024

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. Yes, hindsight is 20/20.

Marketing 433

Marketing B2C Consumer Customer 433

Forrester eCommerce

SEPTEMBER 22, 2023

Martech is notoriously complex and dynamic, so it’s no surprise that low-code is finding its way into the marketing department. Marketing adoption of low-code appdev is still nascent, but the […] Any tech ecosystem in which multiple applications, data sources, and processes intersect is ripe for low-code innovation.

Marketing 459

Marketing Technology B2C Customer 459

Forrester eCommerce

JANUARY 26, 2024

I’m pleased to announce the publication of The B2C Customer Data Platform Landscape, Q1 2024. Forrester’s landscape research is a valuable resource for marketers to understand and differentiate the range of solutions available to them in a very dynamic market.

B2C 284

B2C Customer Data Marketing Customer 284

Forrester eCommerce

FEBRUARY 22, 2024

I’m often asked about the technologies and processes entailed in planning, buying, and optimizing media. Much is written about that, including Forrester’s research on using technology to develop more compelling creative and how to improve TV advertising’s planning, buying, and measurement processes.

Marketing 434

Marketing Technology Improvements B2C 434

Groove

OCTOBER 27, 2024

Search engine optimization (SEO) is vital for both business-to-business (B2B) and business-to-consumer (B2C) sellers to reach their target markets. SEO strategy, however, differs depending on whether you’re running a B2B or B2C business. Reach out to Groove today to learn how we can support your B2C business.

SEO 270

SEO B2B B2C eCommerce 270

Groove

OCTOBER 30, 2024

This differs from B2C eCommerce, which refers to transactions between businesses and individuals. While B2B eCommerce involves commercial exchanges, B2C consists of retail sales. Advanced order management: Typically, B2B purchases occur on a larger scale than B2C transactions.

B2B 275

B2B Payment Services eCommerce B2C 275

Forrester eCommerce

JANUARY 26, 2022

Marketers — and especially martech vendors — talk a lot about customer journeys and experiences, but they usually mean just the purchase journey as opposed to the entire customer lifecycle. Customer journey orchestration (CJO) platforms enable a more holistic view, and marketers should pay more attention to these adjacent capabilities.

Customer 368

Customer Marketing B2C 368

Forrester eCommerce

MAY 8, 2023

According to Forrester’s 2023 State Of Customer Obsession Survey, 90% of CEOs indicate their focus on customers guides their brand, product, and pricing strategies – while only 57% of B2C CMOs feel the same. This fundamental misalignment is just one of the […]

B2C 368

B2C Customer Marketing 368

Forrester eCommerce

MARCH 31, 2022

Marketing’s shift to digital and its rising importance in a rapidly changing world will lead to an acceleration in marketing investment over the next five years. But growth will vary significantly by industry.

Marketing 370

Marketing B2C B2B 370

Forrester eCommerce

JUNE 3, 2024

Brands are expanding their loyalty budgets: 65% of B2C marketing decision-makers in Forrester’s 2024 Marketing Survey said they were planning to increase their investment in relationship/loyalty marketing in 2024. Marketers must coordinate their loyalty […]

B2C 243

B2C Consumer Marketing Customer 243

Forrester eCommerce

MAY 6, 2024

Welcome back to Forrester’s blog series “50/50,” where we showcase two sides of a B2C marketing issue. This time, we explore how consumers feel about Capital One’s bid to acquire Discover — and how differentiated credit card brands are in the eyes of customers.

B2C 259

B2C Blog Consumer Customer 259

Forrester eCommerce

AUGUST 19, 2024

The last several years have unleashed a wave of marketing change. Changes in media and technology have upended how consumers discover and engage with companies, and new technologies like GenAI have brought unrelenting changes to how marketing gets done.

Marketing 273

Marketing Technology Consumer Customer Experience 273

Forrester eCommerce

APRIL 15, 2024

Learn the five most common barriers impeding widespread customer adoption of sustainable offerings and how to encourage sustainable behaviors among B2C buyers.

Consumer 259

Consumer B2C Customer Customer Experience 259

Forrester eCommerce

MARCH 8, 2024

With two moves, the federal government bucked its reputation for moving at a glacial pace this week. First, the Federal Trade Commission dropped a blog post stating that “Browsing and location data are sensitive. Second, the House of Representatives’ Committee on Energy and Commerce moved forward with two bills in response to President […]

Marketing 418

Marketing Blog B2C Customer 418