Why 2016 will be the year of the customer

The next 12 months will prove critical for companies looking to bridge the divide between digitally savvy and empowered customers.As the new year rapidly approaches, Forrester has put its top predictions on the line and says 2016 will a year driven by complex, high-stakes customer-obsessed strategies.Year of the customer In 2016, business leaders will shift[…]

Out With The Old Media Buying, In With The New

Forrester Research predicts some big changes in media buying for B2C marketers in 2016, with easier access to insights and improved tech. Advances in tech and measurement will extend the value ofcustomer insights — beyond media buying and even marketing departments, says Luca Paderni, Forrester’s vice president and research director serving B2C marketing professionals. As[…]