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.
TOP OF THE CHARTS: Forrester predicts China's social ad spend will triple by 2023, leading APAC past North America globally.
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
By taking full responsibility for the customer experience, marketers can play a more serious role in effecting change.
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.
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