Xiaofeng Wang

Principal Analyst

Forrester Bio

Author Insights

Blog

The What, Why, And How Of Values-Driven Marketing

Xiaofeng Wang May 12, 2023
In the upcoming CX APAC 2023, I’m going to present on How To Embed Values-Driven Marketing In Customer Journeys. I’m excited to lay out the key concept of values-driven marketing and share a sneak peek of the new model and framework. But before we talk about values-driven marketing, let’s start with values-motivated consumers. Values-motivated consumers […]
Blog

Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy

Rusty Warner March 21, 2023
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Blog

Digital Experience Technology Success Metrics For Marketers

Xiaofeng Wang December 12, 2022
Marketing leaders are investing in digital experience (DX) technologies including adtech, martech, and commerce tech to support their digital marketing, commerce, and customer experience initiatives. But many struggle to measure success due to a lack of relevant metrics. My latest published report, Drive Your Digital Experience Investments And Operations With The Right Metrics, provides a […]
Blog

The State Of CDP In APAC

Xiaofeng Wang December 5, 2022
Following the previously published report covering key CDP vendors in Asia Pacific, I interviewed 10 customer data platform (CDP) customers in the region and published a new report, The State Of Customer Data Platforms In Asia Pacific. Here are the key findings on the state of CDP in APAC. CDP Popularity In APAC Varies By […]
Blog

More Content, Less Promotion — What To Expect On Singles’ Day 2022

Xiaofeng Wang November 1, 2022
Entering its 14th year, how will Singles’ Day, the world’s largest online shopping festival, evolve? Here, we break down what to expect.
Blog

The State Of Marketing Talent In Asia Pacific In 2022

Xiaofeng Wang September 5, 2022
The “great resignation” — a period during which employees are voluntarily resigning from their jobs at historic rates — is a reality in Asia Pacific, making addressing the marketing talent gap one of marketing leaders’ most urgent priorities for 2022. My recently published report, The State Of Marketing Talent In Asia Pacific In 2022, details […]
Blog

Announcing The Forrester Wave™: Global Adobe Services Partners, Q3 2022

Xiaofeng Wang July 7, 2022
I’m pleased to announce our recently published The Forrester Wave™: Global Adobe Services Partners, Q3 2022. In our 23-criterion evaluation of global Adobe services partners, we identified the 10 most significant ones — Accenture, Capgemini, Cognizant, Deloitte, dentsu, IBM, Infosys, Publicis Groupe, Tata Consultancy Services (TCS), and WPP — and researched, analyzed, and scored them […]
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The Majority Of Chinese Social Media Users Are Social Savants

Xiaofeng Wang May 18, 2022
Compared to their US counterparts, online adults in China are far more likely to use social media to buy products and interact with brands. Here are three takeaways for marketers.
Blog

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.
Blog

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 […]
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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 […]
Blog

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 […]
Blog

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. […]
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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 […]
Blog

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 […]
Blog

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.
Blog

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 […]
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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 […]
Blog

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 […]
Blog

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 […]
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