Forrester eCommerce

FEBRUARY 20, 2024

Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans.

B2C 414

B2C Marketing Operations Consumer 414

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

MARCH 12, 2024

Google unveiled Meridian, an open-source marketing mix modeling (MMM) tool aimed at tackling crucial measurement challenges. MMM gauges the impact of marketing and media investments on vital performance indicators like sales or revenue, while also forecasting the revenue potential of marketing endeavors.

Marketing 417

Marketing B2C Customer 417

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

Groove

JANUARY 13, 2025

Valued at over $30 trillion in 2024 , the global B2B eCommerce market is growing faster than B2C, with a compound annual growth rate (CAGR) of over 16 percent. Unlike B2C eCommerce, which targets consumers, B2B eCommerce connects wholesalers with retailers, manufacturers, or other business clients via online platforms.

eCommerce Platforms 385

eCommerce Platforms B2B Payment Services eCommerce 385

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

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

Retail TouchPoints

JANUARY 13, 2025

Al Williams is GM and VP, B2C, at BigCommerce. She is a seasoned ecommerce executive with over a decade of experience driving growth in the B2C space, supporting both leading brands and SaaS platforms.

Retail 298

Retail BigCommerce B2C Channel 298

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

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

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

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

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

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

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

JANUARY 9, 2025

Because most sales are generated through intermediaries, Nationwide has employed marketing mix modeling (MMM) to measure marketing performance for nearly a decade. One of the largest insurance and financial services providers in the US, Nationwide offers a diverse portfolio of products and services to both consumers and businesses.

Marketing 195

Marketing Financial Services Consumer B2C 195

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

Retail TouchPoints

JANUARY 9, 2025

How are retailers in the B2B and B2C space preparing for supply chain disruptions caused by potential tariffs in 2025? Consumer education is another potentially powerful tool, as is keeping a close eye on manufacturers to ensure they are not creating extra product to be sold on black or grey markets. administration.

Supplies 289

Supplies Shipping Costs B2C Channel 289

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

Groove

DECEMBER 5, 2024

HubSpot is well-known among business owners, entrepreneurs, and marketing professionals. As an all-in-one solution for inbound marketing, sales, and customer service, it checks a lot of boxes, but you may not recognize the full extent of what it has to offer. In 2010, they published a book called “Inbound Marketing.”

eCommerce 293

eCommerce Marketing B2B Management 293

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

DECEMBER 4, 2024

Best-in-class creator marketing programs are multi-dimensional, with many different types of creators, content, and activations. As such, marketers should avoid looking for one “silver bullet” metric to determine the success of their creator partnerships.

Marketing 195

Marketing Social Media B2C Customer 195

Groove

OCTOBER 24, 2024

Unlike in typical B2C retail, these customers often have multiple decision-makers who need to agree on purchases. From a business point of view, this means B2B companies need specialized software to streamline their marketing and lead-nurturing processes so they can keep different prospects engaged from beginning to end.

eCommerce Software 306

eCommerce Software B2B eCommerce eCommerce Platforms 306

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

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

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