Forrester eCommerce

MARCH 17, 2020

To understand the B2C marketing predictions for the year, we spoke with Forrester experts Tina Moffett and Jim Nail. To understand how Forrester’s predictions will unfold in the retail industry in 2020, my colleague Madeline Cyr and I interviewed experts within Forrester for our “Applying 2020 Predictions To Retail” series.

B2C 358

B2C Marketing Retail Management 358

Forrester eCommerce

APRIL 22, 2019

Our 2019 B2C Marketing predictions hone in on the impact of rising customer power. This year, we called that consumer desire for better data control, better experiences (especially in social), and better connections to their values […].

B2C 320

B2C Marketing Consumer Customer 320

Optimizely

NOVEMBER 1, 2018

Both of the above are examples of B2C products, but the length of the sales cycle is very different for the two products. Individual consumers will spend much longer researching and deciding on the right brand when forking out a few thousand dollars for a TV, rather than a few dollars for a toothbrush.

B2C 354

B2C Marketing B2B Article 354

Forrester eCommerce

FEBRUARY 21, 2024

Welcome to the second installment of Forrester’s Generative AI Consumer Outlook Quarterly Blog Series! With GPT-4 Turbo’s launch in late 2023, Google’s announcement of Gemini, and Microsoft Copilot’s Superbowl ad, consumers are now faced with plenty of options for consumer-facing gen AI tools. But as new […]

Consumer 422

Consumer Blog B2C Marketing 422

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 461

Technology Marketing Channel Consumer 461

Kissmetrics

SEPTEMBER 6, 2021

Consumer marketplaces are essential to connecting businesses with consumers looking for services. However, it can be hard for smaller businesses to compete with well-known brands in their market. That is where B2C niche marketplaces can help. What Are B2C Niche Marketplaces? Lower Marketing Costs.

B2C 294

B2C Payment Services Payments Travel 294

Forrester eCommerce

NOVEMBER 8, 2023

Hindsight Is 20/20 — Foresight Is Priceless How consumers spend, and on what, is of great interest to us; in that data lies kernels of insights that enable brands to shape their marketing strategies to maximize profitable growth and boost total shareholder return.

Consumer 409

Consumer Marketing B2C Customer 409

Optimizely

DECEMBER 25, 2018

Shifting your career from business to business (B2B) to business to consumer (B2C) marketing is a surprisingly difficult task. One minute you’re marketing SaaS products to enterprises, the next minute you’re convincing consumers to buy a pair of jeans. You’ll be doing the selling.

B2C 218

B2C B2B Marketing Technology 218

Kissmetrics

JULY 27, 2021

Twenty years ago, I had no idea we would be talking about eSports marketing. What Is eSports Marketing? Until recently, only brands like Red Bull and others associated with gaming were able to get in on eSports marketing. Why eSports Marketing? 6 B2C eSports Marketing Strategies to Try. It might be.

B2C 312

B2C Marketing Games Social Media 312

Forrester eCommerce

MARCH 28, 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 […]

Consumer 502

Consumer B2B Customer Experience B2C 502

Forrester eCommerce

SEPTEMBER 11, 2020

Over the next decade, four factors will fundamentally drive how firms must evolve to meet consumer buying demands. Start exploring them.

B2C 435

B2C Consumer Customer Loyalty Channel 435

Forrester eCommerce

NOVEMBER 30, 2023

With UN Climate Change Conference COP28 starting today in Dubai, increased media and activist attention on the implications of climate change is shaping consumers’ perceptions of and attitudes toward environmental sustainability.

Consumer 235

Consumer Marketing Customer Experience B2C 235

Optimizely

NOVEMBER 30, 2017

The B2C market moves fast — there are always new tactics and new channels marketers should keep an eye on. Adapting quickly to these trends is how brands stay ahead in today’s competitive market. As a B2C marketer, you should be asking yourself hard questions like: What KPIs should we care about?

B2C 186

B2C Marketing Channel Customer Data 186

Forrester eCommerce

MARCH 11, 2024

European consumers are forming four distinct groups with regard to how their consumption habits impact both the environment and their daily lives: Country-Level Stereotypes No Longer Apply: Southern Europe Leads […]

Consumer 397

Consumer Customer Experience B2C Customer 397

Optimizely

DECEMBER 11, 2018

The role of B2C marketers is shifting rapidly. Years ago, marketing was a purely creative role focused on building campaigns for billboards, newspapers, and TV. Today’s B2C marketers have to be a combination of artist, data scientist, and technologist in order to succeed in an incredibly competitive consumer market.

B2C 150

B2C Webinar Marketing Apparel 150

Forrester eCommerce

SEPTEMBER 19, 2023

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 no shortage of supply or demand for consumer insights.

Consumer 409

Consumer Supplies Marketing B2C 409

Forrester eCommerce

SEPTEMBER 9, 2020

Direct-to-consumer (DTC) brands are fueling disruption by radically reorienting consumer expectations. As a result of the COVID-19 pandemic, brands of all kinds are looking to shore up their own DTC efforts as more consumers seek authentic and engaging brand relationships in increasingly digital spaces.

Consumer 264

Consumer B2C Marketing Customer 264

Forrester eCommerce

NOVEMBER 27, 2020

COVID-19 is now an unavoidable part of consumers’ lives, and marketers need guidance on how to effectively communicate with them in these ever-changing times.

B2C 264

B2C Marketing Consumer 264

Optimizely

APRIL 5, 2018

Buyers today have simply changed the way they purchase products, with more and more of the B2C market moving online (or to Amazon) each year. Many B2C brands are making the leap and shifting away from retail and toward direct-to-consumer (DTC). But should your GPG brand start selling direct-to-consumer?

B2C 170

B2C Consumer Shipping Costs Supplies 170

Forrester eCommerce

NOVEMBER 8, 2023

Impulse spending behavior is growing — and companies are finding opportunities both online and offline to entice consumers to add to their basket. Forrester’s February 2023 Consumer Pulse Survey found that roughly one in two of US and UK Gen Z adults report making impulsive decisions when shopping.

Consumer 406

Consumer Retail B2C Marketing 406

Forrester eCommerce

JUNE 8, 2021

Consumer data deprecation is poised to upend B2C marketing. Take these four immediate actions to prepare your data-driven marketing practice.

B2C 294

B2C Marketing Consumer Customer 294

Forrester eCommerce

OCTOBER 6, 2023

But what about consumers? I’ll be taking you through how consumers know, feel, and use Generative AI every quarter. Generative AI continues to be the topic du jour, as businesses race to understand the technology for fear of being left behind. Forrester is closely tracking this. And no, this blog post was not written by […]

Blog 426

Blog Consumer Technology B2C 426

Forrester eCommerce

SEPTEMBER 10, 2018

Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous.

Marketing 366

Marketing B2B B2C Consumer 366

Forrester eCommerce

SEPTEMBER 8, 2023

Inflation is rampant, and beleaguered consumers are reeling from high prices. Has The Economy Got You Down?

Consumer 411

Consumer Customer Experience B2C Customer 411

Forrester eCommerce

FEBRUARY 18, 2020

In December, B2C marketing analysts Joe Stanhope and Rusty Warner, and B2B marketing analyst Lori Wizdo hosted the second annual Martech Roundtable help marketers make informed decisions against the backdrop of these exciting and disruptive trends in marketing technology.

Technology 221

Technology Marketing B2C Presentation 221

Retail TouchPoints

APRIL 17, 2024

Within the world of B2B and B2C commerce, where understanding consumer behavior is key, this change has spurred a quest for innovative solutions. It’s a catalyst reshaping the core of digital marketing. Enter generative AI (gen AI) — a beacon of hope illuminating the path forward for retailers navigating this new terrain.

Social Media 267

Social Media B2C B2B Customer Data 267

Forrester eCommerce

MAY 24, 2022

According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video. But the way that consumers buy is changing, and […].

B2C 195

B2C Marketing Channel Consumer 195

Forrester eCommerce

AUGUST 19, 2020

The COVID-19 pandemic upended the 2020 plans of many B2C marketers — amounting to a projected 28% decline in US marketing spend through 2021. Brands improvised, cutting media spend and adjusting their previous marketing strategies to accommodate rapid shifts in consumer behavior.

Marketing 294

Marketing B2C Travel Fashion 294

Optimizely

MARCH 27, 2019

Here’s how you should approach branding and use it as a tool to manage your entire B2C business. Emotional marketing works. On the other hand, Aerie , a competing underwear company by American Eagle, is getting bigger and bigger, with a steady growth of market share. Think beyond the logo. It’s not just a good-looking logo.

B2C 323

B2C Management Social Media Magazine 323

Forrester eCommerce

FEBRUARY 7, 2024

2023 was a confusing year: the consumers blew cold, and the economy blew hot. The recession-to-be did not materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat.

Consumer 251

Consumer Customer Loyalty Customer Experience B2C 251

Forrester eCommerce

FEBRUARY 12, 2020

Let’s face it, the marketing technology ecosystem is harder to navigate than ever before. In December, B2C […].

Technology 235

Technology Marketing B2C Presentation 235

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 425

Marketing B2C Consumer Customer 425

Forrester eCommerce

JULY 13, 2022

“The consumer is our boss.” This statement is at the core of a defining principal at my former employer, Mars, and the spirit of this idea is similarly at the core of many B2C companies’ operating philosophies.

B2C 195

B2C Customer Marketing Operations 195

Forrester eCommerce

OCTOBER 30, 2019

Regulations, consumer wariness, and the consequences of misbehavior will create a challenging landscape for B2C marketers and brands.

B2C 317

B2C Marketing Consumer Customer 317

ChannelAdvisor

JUNE 23, 2022

Forrester isn’t beating around the bush in its most recent assessment of the B2C environment. According to its latest report, “If you’re in a consumer-facing business…you’re entering the most frenzied phase of innovation you’ve ever experienced, and consumers won’t let you rest anytime soon.”. Four Forces Shaping B2C Buying.

B2C 91

B2C eCommerce Travel Consumer 91

ESW

AUGUST 29, 2023

Expanding DTC channels to global markets involves many complex and moving parts. Since 2019, ESW and SalesForce Commerce Cloud (SFCC) have worked together to propel the world’s best-loved brands into new markets with industry-leading solutions that grow business and create exceptional customer experiences. Or DSquared.

B2C 78

B2C Payment Services Multi-channel Payments 78

Forrester eCommerce

SEPTEMBER 23, 2020

If you’ve been following my blog, you’ll know that we’ve been measuring precisely how the emotional toll of the COVID-19 pandemic is influencing consumer appetite for commercial exchange — we do this by applying Forrester’s Consumer Energy Index, our data-driven framework that captures how ready and willing consumers are to reach out to brands.

Consumer 461

Consumer Blog Customer Loyalty Customer Experience 461