Page 12 - index
P. 12
RESEARCH, ANALYSIS & TRENDS
ASEAN marketers seek enhanced
digital capabilities in media and
creativity, WFA study revealed
Marketers in ASEAN have highlighted the key areas of their agency partners were media, creative and digital.
marketing capability with the greatest potential to im- Getting these three areas right is essential in terms of
prove as part of a survey conducted by the World Fed- understanding behavior on fast-changing consumer
eration of Advertisers (WFA), in conjunction with its lo- platforms and creating content and experiences that
cal advertiser association members in Indonesia work on digital screens.
(APPINA), Malaysia (MAA), the Philippines (PANA) and
Singapore (SAA). “ASEAN is a fast-moving and fast-changing region with
multiple markets and multiple ethnicities. Managing
The marketers in the region recognized the need to im- digital transformation in such a complex part of the
prove in certain areas, if they are to optimize their digital world challenges even the very best marketers. The
transformation strategies. winners will be those that effectively deliver innovation,
achieve data understanding and maintain brand rele-
Key areas of focus include their ability to generate con- vance with diverse target groups while accessing re-
sumer insights, integrated activity planning, innovation, gionally relevant experiences, insights and case stud-
digital marketing and marketing analytics. ies," said Ranji David, Marketing Director, Asia at the
WFA.
Respondents broadly felt that they were on top of areas
such as design, brand positioning and shopper/point of The need to improve capabilities in agencies was also
sale marketing but, coincidently, these are areas less identified by survey respondents, with PR performing
affected by the move to digital. worst, followed by creative and digital. Media and mar-
keting research partners performed best with 54% of
The main challenges where marketers said they need survey respondents describing the latter as good to
greater assistance in the transformation process from excellent.
12 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
12
ASEAN marketers seek enhanced
digital capabilities in media and
creativity, WFA study revealed
Marketers in ASEAN have highlighted the key areas of their agency partners were media, creative and digital.
marketing capability with the greatest potential to im- Getting these three areas right is essential in terms of
prove as part of a survey conducted by the World Fed- understanding behavior on fast-changing consumer
eration of Advertisers (WFA), in conjunction with its lo- platforms and creating content and experiences that
cal advertiser association members in Indonesia work on digital screens.
(APPINA), Malaysia (MAA), the Philippines (PANA) and
Singapore (SAA). “ASEAN is a fast-moving and fast-changing region with
multiple markets and multiple ethnicities. Managing
The marketers in the region recognized the need to im- digital transformation in such a complex part of the
prove in certain areas, if they are to optimize their digital world challenges even the very best marketers. The
transformation strategies. winners will be those that effectively deliver innovation,
achieve data understanding and maintain brand rele-
Key areas of focus include their ability to generate con- vance with diverse target groups while accessing re-
sumer insights, integrated activity planning, innovation, gionally relevant experiences, insights and case stud-
digital marketing and marketing analytics. ies," said Ranji David, Marketing Director, Asia at the
WFA.
Respondents broadly felt that they were on top of areas
such as design, brand positioning and shopper/point of The need to improve capabilities in agencies was also
sale marketing but, coincidently, these are areas less identified by survey respondents, with PR performing
affected by the move to digital. worst, followed by creative and digital. Media and mar-
keting research partners performed best with 54% of
The main challenges where marketers said they need survey respondents describing the latter as good to
greater assistance in the transformation process from excellent.
12 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
12
