Xiaofeng Wang

Principal Analyst

Forrester Bio

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Ethical Marketing Is Never An Easy Business Decision: Join Me At CX APAC 2022

Xiaofeng Wang April 6, 2022
Implementing a successful ethical marketing strategy requires careful balancing of customer value and business value. Join me at CX APAC to learn how.

The State Of Marketing Talent In Asia Pacific In 2022: Call For Survey Participation

Xiaofeng Wang March 21, 2022
According to Forrester’s Marketing Survey 2022, talent will be among Asia Pacific (APAC) marketing decision-makers’ top challenges over the next 12 months:  26% considered limited marketing headcount as a top challenge. 22% considered difficulty in recruiting marketing talent as a top challenge. 17% considered employees not having the right skills as a top challenge. To […]

Explore The CDP Vendor Landscape In Asia Pacific

Xiaofeng Wang January 10, 2022
Customer data platforms (CDPs) are among marketers’ top marketing technology (martech) priorities in Asia Pacific (APAC). According to data from Forrester’s 2021 Global Marketing Survey, 23% of B2C marketing decision-makers in APAC already use CDPs, and 26% plan to do so in the next 12 months — the most cited of the 20 martech options […]

Metaverse, NFTs, Sustainability, And Loyalty — Highlights Of Singles’ Day 2021

Xiaofeng Wang November 7, 2021
Double 11, or Singles’ Day, the world’s largest online shopping festival that is bigger than Black Friday and Cyber Monday combined, has been consistently smashing mind-blowing gross merchandise value (GMV) records year by year since 2009. As the actual promotion period gets longer and longer — Singles’ Day’s 2021 presales moved up from 2020’s November […]

Ethical Marketing Helps Brands Differentiate And Build Trust

Xiaofeng Wang October 28, 2021
Values-based consumers — people who vote with their wallets to support brands that align with their values — are on the rise, a trend accelerated by COVID-19. These consumers are making brands more aware of the importance of corporate social responsibility and sustainability. But, in Asia Pacific (APAC), too many firms’ sustainability plans remain performative. […]

LinkedIn Has Not Given Up On The China Market

Xiaofeng Wang October 15, 2021
On October 14, 2021, Mohak Shroff, senior vice president of engineering at LinkedIn, published a blog post: China: Sunset of Localized Version of LinkedIn and Launch of New InJobs App Later This Year. It triggered multiple follow-up reports from major media outlets, with titles containing words like: LinkedIn to Shut Down Service in China Microsoft […]

Asia Is A Beacon For Luxury Commerce Innovations

Xiaofeng Wang August 23, 2021
COVID-19 has upended luxury brands’ customer engagement strategies, forcing them to launch digital transformation initiatives. With a robust digital economy and more empowered luxury consumers, Asia in general — and China in particular — has become a beacon for luxury commerce innovations globally. My latest report, Luxury Commerce Innovations In Asia, shows how leading luxury […]

The State Of Privacy In Asia Pacific: A Wake-Up Call For Marketers

Xiaofeng Wang August 18, 2021
Marketers in Asia know that consumers are increasingly demanding better data privacy practices. But they're struggling to translate that into real change. Discover the state of consumer data privacy in Asia.

Announcing The First Forrester Wave™ Covering Cross-Channel Campaign Management Solutions In Asia Pacific

Xiaofeng Wang June 3, 2021
Following up the previously published Now Tech report, I’m excited to announce that “The Forrester Wave™: Cross-Channel Campaign Management In Asia Pacific, Q2 2021” is now live. Forrester defines cross-channel campaign management (CCCM) as “enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring campaigns for digital […]

The Price Of Privacy And Asia’s Advertising Ecosystem: Call For Survey Participation

Xiaofeng Wang March 23, 2021
There’s a perfect storm brewing over the advertising ecosystem in Asia. First, consumer data privacy awareness has been rising: Forrester Analytics Consumer Technographics® data shows that 30% of consumers in the region make purchasing decisions based on brands’ commitment to consumer data privacy. Second, regulators across the region are imposing stricter consumer data privacy regulations […]

Announcing Forrester’s First Now Tech On Cross-Channel Campaign Management In Asia Pacific

Xiaofeng Wang March 23, 2021
In case you missed it, our Now Tech report on cross-channel campaign management (CCCM) in Asia Pacific is out, which covers 27 key CCCM players in the region. Contextual, relevant, and personalized are the three words that every customer longs for and every marketer strives for. The pace of consumer behavior change has mutated this […]

What To Expect On Singles’ Day 2020

Xiaofeng Wang November 2, 2020
We’re approaching the 11th anniversary of Double 11 (aka Singles’ Day), the largest shopping festival in the world. We expect that: It will be the longest and most complex Double 11 ever. Brands and retailers are eager to recover from the impact of COVID-19 and will double down on their investment in Double 11 to […]

Introducing Forrester’s First Now Tech On E-Commerce Enablers For Southeast Asia Marketplaces

Xiaofeng Wang October 6, 2020
Southeast Asia is one of the most promising e-commerce markets in the world. Forrester forecasted that the 164 million online shoppers in Southeast Asia will account for $53 billion in retail purchases by 2023. Online marketplaces, including regional ones such as Lazada and Shopee and local ones like Tokopedia, dominate the region’s e-commerce landscape. COVID-19 […]

Oracle Sort Of Buys TikTok (But Not Really)

Jeff Pollard September 14, 2020
Larry Ellison proves that customer acquisition cost (CAC) is no barrier in Oracle’s conquest to expand its cloud credibility and market share. The announcement is murky at the moment, but the particulars indicate that Oracle and ByteDance will enter into a technology partnership to host the US operations of TikTok. This allows TikTok to escape […]

TikTok — When Geopolitics Trumps Tech Innovation

Xiaofeng Wang September 1, 2020
In the past two months, I’ve received dozens of inquiries about TikTok. While the case is still unsettled, I wanted to summarize some of my comments in this blog post. Is banning TikTok in the US “tit for tat”? Not really. People often compare the US government’s handling of TikTok with the Facebook and Google […]

Differentiate Your Brand With Ethical Marketing: Join Me At Summit Asia Pacific!

Xiaofeng Wang August 5, 2020
Late last year, at Forrester’s Asia Pacific Predictions 2020 events, one of the predictions we made was “Leading brands will differentiate with ethical marketing to build long-term value.” Fast-forward to the second half of the year, and we see that COVID-19 is accelerating the trend. Values-based consumers are on the rise, and they will vote […]

Adobe’s Service Partners Are What Will Make It A Proper Enterprise Software Company

Ted Schadler June 26, 2020
Adobe strives to be an enterprise software company with the same reach and influence as Microsoft, Oracle, Salesforce, and SAP. It successfully pivoted its creative tools business into a proper software-as-a-service offering. It built on that creative marketing and agency customer connection by acquiring Day Software, Neolane, Omniture, and more software vendors to enter the […]

Announcing The First Forrester Wave™ Covering Adobe Implementation Services

Xiaofeng Wang June 25, 2020
My colleague Ted Schadler and I are excited to announce that “The Forrester Wave™: Adobe Implementation Services, Q2 2020” is now live. Following up the previously published Now Tech report, it’s the first time Forrester has evaluated Adobe services providers’ capabilities globally. In our 24-criterion evaluation of Adobe implementation service providers, we identified the 12 most significant ones globally — Accenture, Adobe, Cognizant, Deloitte Digital, […]

Your Global Martech Stack Isn’t Cutting It In China

Xiaofeng Wang April 8, 2020
More and more marketers at global brands in China, such as Coca-Cola, McDonald’s, Volkswagen, and Walmart, are replacing their globally contracted marketing technology (martech) vendors with viable Chinese ones. They have realized that deep localization is the only way to succeed. This requires not only China-specific marketing strategies and local decision-making power but also deep […]

Luxury Brands’ Three Best Practices In Coping With COVID-19

Xiaofeng Wang February 26, 2020
Smart, timely, and heartfelt responses to the outbreak have helped leading brands gain customer affinity.
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