Xiaofeng Wang

Senior Analyst Serving B2C Marketing Professionals

Read Xiaofeng's blog posts

Xiaofeng helps B2C Marketing leaders develop effective digital marketing strategies for the Asia Pacific market. Xiaofeng's research focuses on how to better understand the unique social, mobile, and digital behaviors of consumers in Asia Pacific and how to harness digital platforms in the market to drive awareness, engagement, and brand loyalty. She is fluent in English and Mandarin.

Previous Work Experience

Before joining Forrester, Xiaofeng worked as a strategic planning manager on the marketing team at Sina Weibo, the largest microblogging platform in China, where she developed key consumer insights to drive social media effectiveness for automotive, retail, telecommunications, financial services, and consumer packaged goods companies. Xiaofeng was also a strategic planner at L3 Advertising, a multicultural advertising agency based in New York, where she developed brand and integrated marketing strategies for her clients.

Education

Xiaofeng holds an M.A. in integrated marketing communication from Emerson College, an M.A. in communication from Tsinghua University, and a B.A. with a double major in advertising and economics from Peking University. She was also the recipient of the 2004 Outstanding Innovation Award from the Serge Dumont-Tsinghua Communications Scholarship and the 2003 Most Creative Award from the Asian Inter-University Multimedia Design Competition.

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Xiaofeng Wang

Senior Analyst Serving B2C Marketing Professionals

Read Xiaofeng's blog posts

Previous Work Experience

Education

Research Coverage

Xiaofeng Wang's Research

Most RecentMost Popular

For B2C Marketing Professionals

REPORT: The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018

The Seven Providers That Matter Most And How They Stack Up

October 23, 2018Xiaofeng Wang

In our 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions, Datalicious, Fractal Analytics, Impact, Neustar, and Nielsen — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.
For B2C Marketing Professionals

REPORT: Leverage AI To Improve Marketing Efficiency

Nine AI Marketing Use Cases That Have The Potential To Deliver Business Value — And What Marketers Must Do Now To Prepare

August 24, 2018Xiaofeng Wang

Artificial intelligence (AI) is just beginning to gain widespread traction in marketing as early adopters experiment with it in their marketing practices. At this point, marketers need help differentiating between gimmicks and actual transformative use cases that can truly deliver both business and customer value. This report tells marketers how to apply AI in marketing to improve its efficiency.
For B2C Marketing Professionals

REPORT: Now Tech: Marketing Measurement And Optimization In Asia Pacific, Q3 2018

Forrester's Overview Of 12 Marketing Measurement And Optimization Solution Providers

July 11, 2018Xiaofeng Wang

Marketers use marketing measurement and optimization solutions to guide data-driven strategy, enable predictive planning, and capture cross-channel insights. But to access these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers in Asia Pacific should use Forrester's Now Tech report to understand the value they can expect from a marketing measurement and optimization solution provider and select vendors based on size and functionality.
For B2C Marketing Professionals

REPORT: Master The Fundamentals Of Marketing Measurement

Prioritize The Right Measures To Market Effectively In Asia

April 25, 2018Xiaofeng Wang

Marketers in Asia have an urgent need to meet the increasing demands of empowered consumers and address the rising pressure to drive growth. Relying on old measurement tactics will not suffice; Instead, they must embrace a scientific approach to measuring marketing ROI and outcomes. Marketers in Asia can use this report to understand the best practices for improving their marketing measurement — and the major barriers they face in doing so.
For B2C Marketing Professionals

REPORT: Walled Garden No More: Digital China Goes Global

Southeast Asia Is The Beachhead Of China's Global Digital Expansion

April 2, 2018Xiaofeng Wang

China is leaping forward; its digital innovations are no longer confined within the walled garden. Most business leaders aren't seeing the inroads that Chinese digital giants like Alibaba and Tencent are making into global markets, starting with Southeast Asia (SEA). These firms are investing aggressively in eCommerce, payments, and ride-sharing to create digital ecosystems that give SEA marketers options beyond assumed leaders like Google and Facebook. B2C marketing pros can use this report to learn how digital ecosystems are changing in SEA and how to prepare for success.

For B2C Marketing Professionals

REPORT: Chatbots Are Transforming Marketing

Use Chatbots To Help Customers Discover, Explore, And Engage With Your Brands

May 24, 2017Xiaofeng Wang

Marketers' interest in chatbots is growing rapidly, and many plan to launch a branded chatbot in 2017. Success will hinge on marketers' ability to define a clear purpose for the chatbot and set clear objectives for the marketing team. This report shows B2C marketing professionals how to use chatbots for marketing by focusing on the discover, explore, and engage stages of the customer life cycle.
For eBusiness & Channel Strategy Professionals

REPORT: Predictions 2017: Mobile Is The Face Of Digital

November 1, 2016 Julie A. Ask, Dan Bieler, Michael Facemire, Jeffrey S. Hammond, Thomas Husson, Laura Naparstek, Xiaofeng Wang, Jennifer Wise

Mobile is the face of digital: the core of customer experience for leading firms across a breadth of industries. Consumer app fatigue is forcing digital business professionals to offer a portfolio of mobile experiences that go beyond apps and depend on ecosystem partners, pull mobile in-house, operate as a collection of synced Agile teams building better customer experiences — not just digital ones — and collaborate closely with technology counterparts. They'll compose (not code) them using APIs like Lego bricks — breaking from the monolithic models of today.
For B2C Marketing Professionals

REPORT: The Future Of Messaging Apps

With Bots And Intelligent Agents, New Conversation Interfaces Will Change Your Relationship With Customers

September 19, 2016 Thomas Husson, Xiaofeng Wang, James L. McQuivey

With more than 3 billion consumers spending a lot of time and sharing emotions on messaging apps, brands are facing a whole new set of marketing opportunities and challenges. Messaging apps like WeChat and Facebook Messenger will soon collide with bots and intelligent agents like Apple Siri and Amazon Echo and introduce a paradigm shift for marketers where interactive and contextual conversations will replace ad broadcasting. New conversational interfaces will drive deeper relationships between consumers and brands.
For B2C Marketing Professionals

REPORT: Case Study: Take A Focused And Disciplined Approach To Drive Chatbot Success

OCBC Bank Created A Marketing Chatbot To Accelerate Revenue Growth

July 21, 2017Xiaofeng Wang

Marketing teams are increasingly interested in leveraging branded chatbots, but most struggle to deliver business value. OCBC Bank in Singapore is bucking the trend: The bank recently created Emma, a chatbot focused on home loan leads, which successfully delivered positive business outcomes within six months. B2C marketing professionals can learn from OCBC's experience to improve their chatbot's chance of success.
For B2C Marketing Professionals

REPORT: Engage Customers With Mobile Wallet Marketing

What Global Players Can Learn From Asia's Digital Leaders

April 17, 2017Xiaofeng Wang

Mobile wallets are gaining attention across the world. While the focus is primarily on payments, Forrester believes that mobile wallets' real power is to generate powerful customer engagement opportunities. This report shows B2C marketing professionals how leading mobile wallets like Alipay and WeChat already create sophisticated customer engagement features throughout the customer life cycle and advises marketers on how to prepare for the upcoming changes in mobile wallets.