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forrester

Principal media to become a ‘business mainstay’ in 2026 as marketers trade transparency for certainty: Forrester
forrester By Staff Reporters

Principal media’s growth is spurred on by budget cuts and shortening CMO tenures.

Majority of marketers are unprepared to combat deepfakes: study
deepfakes forrester research By Staff Reporters

A report from Forrester highlights the risks that companies face from deepfakes, as well as the current inadequate state of preparation to combat the problem.

Ecommerce sales in APAC to hit $3.2 trillion by 2028: Forrester
ecommerce forrester research By Staff Reporters

TOP OF THE CHARTS: China leads the Asia Pacific region in terms of e-commerce sales and will have more than 40% online retail penetration by 2028, according to the report.

How exactly is AI used in APAC marketing? Please take our survey
ai artificial intelligence forrester generative By Staff Reporters

Campaign Asia-Pacific is teaming up with Forrester to understand how marketers and agency professionals are applying AI in their work now and plan to in future. Answer our 10-minute survey to receive the full report.

China, India to lead global marketing-spend growth through 2025
adspend forecast forrester top of the charts By Staff Reporters

Global marketing spend will increase by 7% annually to $4.7 trillion in 2025, with China, India and South Korea among the markets exceeding the global average, according to a new forecast from Forrester.

How to prepare for hybrid commerce: Chinese consumers lead unification of online and in-store
commerce forrester

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

How China's marketing community sees the metaverse
china forrester marketing By Minnie Wang

Campaign China asked Gen Z creatives and senior marketing and branding experts to discuss how they view the present and future of the metaverse in the China market?

CMOs lag behind other leaders in heading digital transformation projects: Forrester
cmos digital transformation forrester top of the charts By Staff Reporters

TOP OF THE CHARTS: New research finds marketing and technology leaders fail to work in lock step and half of IT leaders expect the CMO title to be replaced.

CMOs face uphill battle proving marketing's value to CEOs, board
cmo forrester marketing By Staff Reporters

Marketers must be able to link marketing activity with business impact to stay relevant, suggests Forrester survey.

Forrester CMO pushes for tighter integration of sales, marketing and product teams
cmo forrester By Rahul Sachitanand

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.

Agencies and brands divided on impact of privacy on ad targeting
forrester ipg mediabrands omg privacy wfa

Media agencies have higher levels of concern and lower levels of confidence in their post-cookie solutions than brands and publishers, according to a comprehensive survey on privacy in APAC. Agency leaders from OMG and Mediabrands give their thoughts.

Publishers most confident in their post-cookie outlook
forrester wfa

Results from a comprehensive survey studying preparedness for a cookie-less, privacy-first industry reveal much higher levels of confidence among publishers versus agencies. Digital leaders at the BBC and SCMP give their thoughts.

Marketers in APAC are not ready for the privacy-first, post-cookie world
forrester wfa

Today at Campaign360, Campaign Asia-Pacific, Forrester and the WFA reveal exclusive research findings on brand, publisher and agency readiness for a new privacy-first world in APAC.

Six takeaways from Forrester's predictions for CMOs in 2021
cmos cx forrester predictions technology By Rahul Sachitanand

In a time of intense flux, sweeping changes could affect everything from purpose to customer loyalty and cause an existential crisis for CMOs.

Forrester 2021 predictions: Integration of marketing and CX, cloud to skyrocket, innovation to suffer
forrester

CMOs will embrace CX, loyalty programmes will be re-emphasised and media money will shift into retention methods, the firm's annual outlook predicts.

Are we at the start of a CTV boom in APAC?
ctv forrester pubmatic video By Jason Barnes

A Forrester study predicts significant ad spend growth in video over the next 12 months.

CMOs face ‘final desperate fight for survival’ in 2020: Forrester
cmo forrester

CMOs need to take control of the entire customer journey, invest in participatory purpose-led experiences, and become more strategic in technology spend to secure their future, the firm suggests.

China, APAC to lead global social-media adspend
ad spend forrester top of the charts By Staff Reporters

TOP OF THE CHARTS: Forrester predicts China's social ad spend will triple by 2023, leading APAC past North America globally.

The TikTok effect: short video digital ad spend rising
forrester tiktok

Forrester says online video ad spending across Asia-Pacific will grow to $53.7 billion in 2023, driven by the popularity of platforms like TikTok

CMOs need to muscle in on digital transformation, Forrester says
digital transformation forrester By David Blecken

By taking full responsibility for the customer experience, marketers can play a more serious role in effecting change.

3 emerging tech tools restoring data control to consumers
amazon data data privacy forrester marketing By Philippa Edwards

From 'personal data lockers' to 'digital twins', we look at some future developments in the world of data privacy that will help marketers improve the customer experience.

SEA ecommerce to reach $53 billion in 2023: Forrester
ecommerce forrester top of the charts By Staff Reporters

TOP OF THE CHARTS: Indonesia is the largest market, but the Philippines is the fastest-growing.

Forrester's 2019 brand outlook: drop the toys and get back to work
ai brands digital transformation forrester predictions By Olivia Parker

Businesses will spend the next year getting down to the hard graft involved in digital transformation, the firm predicts, after races to invest in the latest innovations have proved less fruitful than imagined.

Investments in customer experience bear fruit across the board: Research
adobe forrester top of the charts By Staff Reporters

The good news: Experience-focused brands perform better on a wide range of metrics. The bad news: Only 29% of companies in APAC qualify.

Will the acquisitions by Forrester Research reinvent analysis firms?
forrester By Babar Khan Javed

The market has proven that real-time CX insights are an operational advantage.

Forrester Research acquires FeedbackNow and GlimpzIt
cx forrester By Babar Khan Javed

A combined $5 million acquisition by Forrester Research is set to help it launch its own CX Cloud, a move that may hurt its impartiality with technology-based research & ranking reports.

Online grocery: Sprinting for the last-mile race
ecommerce forrester pwc By Soon Chen Kang 江欣珍

Retailers are finding that grocery is unlike any other category when it comes to competing in rapidly shifting online and offline environments.

Emotional data is not an oxymoron: Unruly's take on engagement
data forrester insights interview" marketing By Faaez Samadi

The ability to mine emotional information separates winning brands from losing ones, and will be even more crucial as tech develops, according to Unruly's global insight lead.

Forrester gives full marks to only three digital agencies in China
agency china digital forrester By Jenny Chan 陳詠欣

A new report ranks agencies according to 15 services covering strategy, marketing and technology.

APAC consumers evolving at vastly different rates: Forrester
apac consumer forrester report study By Faaez Samadi

New study finds fastest and most progressive consumer empowerment in urban India and China, while expectations are high across the board, even among those most resistant to innovation.

Brands need to adapt to grab messaging-app opportunities: Forrester
digital forrester marketing research By Gabey Goh

With more than 3 billion consumers spending time on messaging apps, brands are facing a whole new set of marketing opportunities and challenges, says research firm Forrester.

Context the key to effective engagement: MasterCard VP
conference forrester mastercard By Faaez Samadi

Brands need to fully re-engineer their marketing strategies to ensure the driving factor is context ahead of just content, said MasterCard vice president Dominic Koh.

Finding audiences: Not all location data are created equal
digital forrester marketing By Gabey Goh

Location has levels of precision, and much of the data out there may not be up to marketers' expectations.

Learning from innovative mobile experiences in Asia Pacific
forrester By Ryan Hart

Even if you can't prioritise mobile experience above all else, you should consider paying more attention to it. Forrester's Ryan hart points to examples from around the region that show why.

Synthesio and Brandwatch get high marks for social listening: Forrester
forrester By Jenny Chan 陳詠欣

ASIA PACIFIC - According to Forrester's 30-criteria evaluation of enterprise social-listening platform providers, Synthesio and Brandwatch lead the pack, while Sysomos stumbles due to a lack of cohesiveness in its value proposition.

Marketer satisfaction with social media fails to match usage: Forrester
asia pacific forrester instagram linkedin wechat youtube By Gabey Goh

SINGAPORE - B2C marketers in Asia Pacific are becoming increasingly active in social marketing, but their level of satisfaction with various social platforms remains mixed, according to a new report by Forrester.

Social media a priority in China but strategy still hazy: Forrester
china forrester linkedin marketing wechat By Gabey Goh

CHINA - Chinese marketers’ social-media spending will continue to grow rapidly, but challenges in defining strategy and measuring effectiveness persist, according a new report by Forrester.

Consumer decisions are less rational than marketers think: Forrester
consumer decisions forrester research By Gabey Goh

SINGAPORE - With digital tools and platforms, marketers can be more scientific than ever before but consumers are less rational than ever, says Forrester Research's Shar VanBoskirk.

Programmatic-video trading matures quickly in SEA: Research

australia brand safety dsp forrester programmatic sea southeast asia video By Matthew Miller

ASIA-PACIFIC - Southeast Asia is rapidly catching up with the region's most advanced programmatic market, Australia, in the amount of video ads traded programmatically and the percentage of those ads placed through RTB (real-time bidding), according to a Forrester Report that SpotXChange recently commissioned.

Hilton, Shangri-La provide the best customer experience in China: Forrester
china forrester By Emily Tan

SHANGHAI – Hilton Hotels & Resorts led in Forrester’s inaugural China customer experience index (CXi), with a score of 88, while its Asian peer Shangri-La Hotels and Resorts came in second by just two points.

Facebook doesn’t work for B2B: Forrester
b2b forrester linkedin marketing By Emily Tan

GLOBAL – Eighty-five per cent of B2B marketers feel that Facebook is not the social channel they can rely on to carry out their research and evaluation of the technologies and services they want to buy, according to a report by Forrester.

Brand building must be a company-wide effort: Forrester
brand communications forrester global By Emily Tan

GLOBAL – All chief marketing officers (CMOs) surveyed in Forrester Research’s latest study agree that brand building is a company-wide effort that requires employees in all departments to be brand ambassadors.