Marketing

The consumer tech stack

Over the past two decades, Forrester has surveyed millions of consumers in 20 countries and we have tracked the most important changes in consumer technology adoption and use. The data makes it clear that while companies have spent the last two decades building their tech stack to run their businesses, consumers, too, have been building their own consumer tech stacks. Where companies’ tech stacks can seem shaky, consumers’ tech stacks are firmly grounded and rising higher each day. This is the marketer’s dilemma: you have to build your tech stack fast enough, sure enough, to serve today’s consumers through the powerful tools and services

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