Page 15 - index
P. 15
RESEARCH, ANALYSIS & TRENDS
Comparison of key learnings and insights by market:
Source: Experian plc, Digital Consumer View 2016 (Asia)
Finding good deals: For unplanned purchases wrong payment details; 40 percent of consumers in
stemming from promotions, email leads in Singapore China, and over 20 percent of consumers in the rest
(34%); social media in Malaysia (50%), Indonesia of the region provide a wrong address at online
(68%) and Thailand (58%); SMS in Hong Kong checkout.
(36%), and social media in China (51%).
Incredibly, almost all consumers in Indonesia
Brand engagement: Email is key for marketers to provide marketers with wrong details: name
build engagement in Singapore (58%) and Thailand (93%), phone number (94%) and email address
(60%); chat apps in Malaysia (62%) and China (95%).
(70%); banner ads in Indonesia (56%), and SMS in
Hong Kong (61%). While email is important, market- Shiv Putcha, Associate Director, Consumer Mobility
ers need to be wary: more than 70% of consumers and Telco Strategy at IDC Asia Pacific, said,
reported receiving too many emails, up from 52% in “Businesses and brands cannot afford to ignore Asia’s
2015. multi-trillion-dollar digital commerce market. China
alone is now the world’s largest retail market. The chal-
Key learnings for marketers in Asia lenge lies in the fact that the region has extraordinary
differences – language, economy, purchasing power –
and consumer behaviors, especially with the digital
Over-reliance on a single marketing channel will generation. That uniqueness will not diminish over the
not work. Depending on the country and its current next few years and may even increase, making it chal-
state of digital sophistication, marketers need to lenging for marketers not using data-driven insights to
think carefully about the right mix of channels to em- research, plan and execute effectively. The Digital Con-
ploy.
sumer View 2016 (Asia) will hopefully serve as a valua-
ble guide to deciphering some of these key trends,
Quality over quantity. Consumer preferences for mapping the path forward for brands and their connect-
receiving promotional material varies from market to ed consumers.”
market, and by specific use cases. On a broader
level, more is not necessarily better. A relevant and Marketers, particularly those in the retail sector, have to
targeted message will ensure better conversion. Too be more effective in engaging these digital consumers.
much, and consumers are inclined to unsubscribe, Those who understand the quirks of each Asian market
delete, or mark content as spam. stand a better chance to find success – higher consum-
er engagement, happier customers, online to offline
The quality and integrity of data is crucial for conversions and ultimately more money in the bank.◊
marketers to find success. A significant number of
consumers across the region either knowingly or By MediaBUZZ
unknowingly provide inaccurate information, which in
turn causes errors and inaccuracies in marketer’s
data sets. Around 27 percent of consumers in China
but only 10 percent in Singapore unknowingly input
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Comparison of key learnings and insights by market:
Source: Experian plc, Digital Consumer View 2016 (Asia)
Finding good deals: For unplanned purchases wrong payment details; 40 percent of consumers in
stemming from promotions, email leads in Singapore China, and over 20 percent of consumers in the rest
(34%); social media in Malaysia (50%), Indonesia of the region provide a wrong address at online
(68%) and Thailand (58%); SMS in Hong Kong checkout.
(36%), and social media in China (51%).
Incredibly, almost all consumers in Indonesia
Brand engagement: Email is key for marketers to provide marketers with wrong details: name
build engagement in Singapore (58%) and Thailand (93%), phone number (94%) and email address
(60%); chat apps in Malaysia (62%) and China (95%).
(70%); banner ads in Indonesia (56%), and SMS in
Hong Kong (61%). While email is important, market- Shiv Putcha, Associate Director, Consumer Mobility
ers need to be wary: more than 70% of consumers and Telco Strategy at IDC Asia Pacific, said,
reported receiving too many emails, up from 52% in “Businesses and brands cannot afford to ignore Asia’s
2015. multi-trillion-dollar digital commerce market. China
alone is now the world’s largest retail market. The chal-
Key learnings for marketers in Asia lenge lies in the fact that the region has extraordinary
differences – language, economy, purchasing power –
and consumer behaviors, especially with the digital
Over-reliance on a single marketing channel will generation. That uniqueness will not diminish over the
not work. Depending on the country and its current next few years and may even increase, making it chal-
state of digital sophistication, marketers need to lenging for marketers not using data-driven insights to
think carefully about the right mix of channels to em- research, plan and execute effectively. The Digital Con-
ploy.
sumer View 2016 (Asia) will hopefully serve as a valua-
ble guide to deciphering some of these key trends,
Quality over quantity. Consumer preferences for mapping the path forward for brands and their connect-
receiving promotional material varies from market to ed consumers.”
market, and by specific use cases. On a broader
level, more is not necessarily better. A relevant and Marketers, particularly those in the retail sector, have to
targeted message will ensure better conversion. Too be more effective in engaging these digital consumers.
much, and consumers are inclined to unsubscribe, Those who understand the quirks of each Asian market
delete, or mark content as spam. stand a better chance to find success – higher consum-
er engagement, happier customers, online to offline
The quality and integrity of data is crucial for conversions and ultimately more money in the bank.◊
marketers to find success. A significant number of
consumers across the region either knowingly or By MediaBUZZ
unknowingly provide inaccurate information, which in
turn causes errors and inaccuracies in marketer’s
data sets. Around 27 percent of consumers in China
but only 10 percent in Singapore unknowingly input
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
