Xiaofeng Wang

Principal Analyst

Forrester Bio

Author Insights

Blog

A 2025 Global Privacy Prospectus

Stephanie Liu November 13, 2024
The seasons are changing, Christmas catalogs are arriving, the clocks have shifted back an hour (in some countries) … yes, the new year is coming. While we don’t advocate for closing the books on 2024 yet (it’s only November, after all!), now is a great opportunity to consider what’s in store for next year. On […]
Blog

What To Expect On Singles Day 2024: Intensified Competition, Price Wars, And GenAI

Xiaofeng Wang November 3, 2024
Despite slowing economic growth, Singles Day 2024 is shaping up to be one of the most competitive and innovative shopping events yet. Here’s what to expect for this year’s online retail extravanganza.
Blog

2024 Midyear Review: Still Losing In China, Global Brands Remain Positive

Xiaofeng Wang October 21, 2024
Competition in China’s consumer market remains challenging for some of the biggest global brands. Learn three effective strategies in this preview of a new report.
Blog

Marketers In APAC: Unlock Greater Value With Adjacent CDP Functionalities

Xiaofeng Wang October 7, 2024
As an analyst closely observing the martech landscape, I’ve seen customer data platforms (CDPs) become indispensable for marketers in APAC. My latest report, The State Of Customer Data Platforms In Asia Pacific, 2024, uncovers the following insights: The popularity of CDPs continues to grow in APAC. Rising consumer awareness around data privacy and tighter regulations […]
Blog

Announcing The Forrester Wave™: Adobe Services, Q3 2024

Xiaofeng Wang August 1, 2024
Time flies. For the third time, I’ve published a global Forrester Wave™ evaluation covering Adobe services. We began covering this important market in 2020 and witnessed a surge in demand for digital experience services in 2022 during the COVID-19 pandemic peak. Now, in 2024, we’ve evaluated the 12 prominent Adobe services providers, considering the impact […]
Blog

Generative AI Marketing Use Cases In APAC

Xiaofeng Wang July 3, 2024
I’m pleased to announce the publication of the second of my two APAC generative AI (genAI) B2C marketing reports, Generative AI Marketing Use Cases In APAC (client-only access). Following the first data overview report on the state of genAI marketing in the region, this report delves into diverse genAI marketing use cases that achieved positive […]
Blog

Oracle Exits The Advertising Business

Stephanie Liu June 19, 2024
The development underscores just how quickly and significantly the foundation of digital advertising has shifted. Read the key takeaways for advertisers and marketers.
Blog

The State Of Generative AI For Marketing In Asia Pacific

Xiaofeng Wang May 7, 2024
I’m pleased to announce the publication of the first of my two generative AI (genAI) marketing in APAC reports, The State Of Generative AI For Marketing In Asia Pacific (client-only access). The data overview report covers a wide range of topics on APAC marketers’ use of genAI, including adoption, investment, use cases, benefits, challenges, and […]
Blog

Unlocking The Power Of Adobe Services: Forrester’s Overview Of 27 Providers

Xiaofeng Wang March 7, 2024
I’m pleased to announce the publication of The Adobe Services Landscape, Q1 2024. Since we started covering the Adobe services market in 2020, we have seen it grow rapidly and mature continuously (see figure). Adobe services have evolved into an established market that features: High revenue growth. Adobe service providers’ revenue has grown rapidly since our previous […]
Blog

From Dominance To Decline: Global Brands Are Losing In China

Xiaofeng Wang February 27, 2024
For years, China's economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned. Get four best practices for global brands to navigate the changing Chinese market successfully in this preview of a new report.
Blog

CDPs In APAC: A Fast-Growing Emerging Market

Xiaofeng Wang February 14, 2024
I’m pleased to announce the publication of The Customer Data Platforms In Asia Pacific Landscape, Q1 2024 report. This comprehensive report features 22 vendors with $5 million or more annual customer data platform (CDP) revenue from the APAC market. Most vendors are still in the early stages of developing their business in APAC, indicating that […]
Blog

When Generative AI Meets Double 11 — What To Expect On Singles’ Day 2023

Xiaofeng Wang November 2, 2023
We'll see a refocus on low-price strategy — along with dashes of genAI influence.
Blog

Generative AI For Marketing In APAC: Call For Survey Participation

Xiaofeng Wang October 27, 2023
Generative AI is among the hottest topics that B2C marketers in APAC wanted to hear about from us in 2023. The most-asked questions include: What are the most applicable use cases of generative AI in marketing today? What potential does genAI offer for improving marketing efficiency? How are leading brands using generative AI for marketing […]
Blog

Financial Services Marketing Effectiveness Lies In Data, Technology, And Creativity

Xiaofeng Wang October 16, 2023
According to Forrester’s Marketing Survey, 2023, financial services marketers in Asia Pacific (APAC) find improving marketing’s ROI or effectiveness more difficult than their peers in other regions and industries. To dive deeper, I talked to B2C marketing leaders in the financial services industry across the region and learned more about their priorities, challenges, and best […]
Blog

The Super App Window Has Closed

Xiaofeng Wang August 1, 2023
The conditions that propelled super apps like WeChat are no longer in place today. Instead of trying to build a super app, firms should instead invest in creating a robust mobile strategy.
Blog

How To Implement Values-Driven Marketing

Xiaofeng Wang July 16, 2023
Following my previous blog post, The What, Why, And How Of Values-Driven Marketing, and speech at CX APAC 2023, I wrote a report to elaborate on values-driven marketing more thoroughly: How To Embed Values-Driven Marketing Into Customer Journeys. The report shares Forrester’s 2023 data that underlines how much values matter to customers. Many online adults […]
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 […]
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