The Forrester Wave™: Digital Agencies In China — Strategy And Execution, Q4 2016 is now live. It’s the second time we have evaluated digital agencies’ capabilities in the Chinese market; we published our first report on the topic in Q1 2015.
To reach and engage with more than 700 million online consumers, B2C marketing professionals have put digital atop their agendas. However, marketers in China are far from ready to go digital-first on their own, and need agency support particularly in the following three areas:
- Customer understanding and segmentation. Digital consumers’ behaviors are changing fast, and marketers must better understand, reach, and engage with them. Marketers expect to get more data services from agencies, especially industry-relevant customer insights, to help them better understand their customers.
- Multichannel strategy. Marketers increasingly realize that siloed thinking fails to tap the full potential of digital business, and their efforts are often disconnected when supporting digital marketing initiatives across platforms and channels. As a result, marketers’ demand for multichannel solutions is increasing.
- Creative strategy. Marketers need creative strategies to improve the return on their digital marketing investments. Content marketing, creating relevant ideas, defining customer segments, and customer journey mapping are critical to developing an effective creative strategy where the ultimate goal is to deliver business outcomes.