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Forrester: ROI Tops Marketers’ Digital Challenges in China

Marketers face increasing pressures to drive revenue as digital marketing budget and responsibilities increase, according to new research

2015-03-25 12:00
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SHANGHAI -- (BUSINESS WIRE) --

As online penetration approaches 50 percent (670 million Internet users) in China, the world’s most populous market, Digital is at the top of marketing leaders’ agenda. Launched at the Forrester Research, Inc. (Nasdaq:FORR)’s China Summit for Marketing Leaders in Shanghai, the survey finds that 63 percent of marketers consider achieving a positive ROI as their top digital marketing challenge.

“As marketers become increasingly responsible for revenue generation, they care even more about the effectiveness of their digital marketing spending,” advises Forrester’s Senior Analyst Xiaofeng Wang in the research. “Digital agencies can play a more important role by providing counsel on strategy and measurement that will help marketers achieve business outcomes.”

Marketing leaders in China expressed a need for more support from their digital agency in areas such as a customer experience strategy, measurement and analytics. 40 percent of the marketers surveyed indicate that they were handling at least eight different digital marketing duties, including social and mobile marketing, customer relationship management (CRM) and eCommerce. Social marketing, digital strategy, and content are the three initiatives that marketers consider their top priorities in 2015.

Seventy-eight percent of marketers surveyed indicate an increase in their digital marketing budget in 2015 vs. 2014 and Forrester forecasts that online advertising spending in China will double again to reach $38.1 billion by 2017, despite the rapid increase over the past two years.

About Forrester Research

Forrester Research is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations. For more information, visit forrester.com.

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