A Digital Renaissance Amidst Traditional Ties in Asia’s Marcom Sphere
The most recent study results from Aspectus Group show that the Asian marcom business is merging the traditional with the modern, creating a scene of uncertainty. Despite the industry’s growing preference for digital integration, it faces challenges such as a lack of expertise in specialised digital sectors and the difficulty of calculating return on investment (ROI).
A Wave of Optimism and Digital Dominance
In this evolving landscape, a wave of optimism washes over Asia’s marcom professionals. An impressive 78% are confident in their ability to seize and nurture opportunities for their clients. Almost half see the marcom sector in Asia as not just established, but flourishing. The secret to this success? A harmonious blend of traditional marketing, like PR and content, with digital strategies, creating campaigns that are not only smarter but also more effective in delivering tangible ROI.
Digital Marketing: The New Vanguard in Market Share Battles
In the quest for market dominance, digital marketing emerges as the champion, with 47% of marketers betting on it. This preference outshines strategic communications and branding, each at 16%. When it comes to engaging the elusive Gen Z, a whopping 83% believe digital marketing is the key. Social media and online media reign supreme as the most crucial communication channels, leaving traditional media and events trailing behind.
The Talent Dilemma in the Digital Realm
Despite the diverse skill set in the marketing world, a talent drought looms, especially in technical roles. The most sought-after skills include digital marketing, branding, and strategic communications. However, areas like UX/UI design and SEO/SEM analytics are facing a significant shortfall. AI, though still a niche, is gaining traction among marcom professionals.
The Perennial Struggle with Marketing Spend Justification
The age-old challenge of justifying marketing expenditures persists, with a heightened demand for immediate, quantifiable results in the digital age. Over half of the respondents feel the value of marcom is underestimated, and there’s a widespread lack of understanding regarding its ROI potential. This relentless focus on metrics is believed to be stifling creativity and quality in output.
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Local Insights: The Key to Conquering Asian Markets
Navigating the complex Asian market requires more than just a global strategy; it demands local insights. An overwhelming majority stress the importance of having a presence on the ground. The biggest hurdle? Understanding local dynamics, a challenge for 70%, while finding suitable local partners is a struggle for over half. Cultural and linguistic differences also pose significant barriers.
Voices from the Field
Koh Juat May, President of the Institute of Public Relations of Singapore, highlights the thriving nature of the Asian marcom sector and the critical role of cultural diversity in successful marketing campaigns. Christopher See, Head of Marketing at SGX, FX, underscores the importance of digital platform knowledge and the challenges in upskilling. Louise Veitch, Head of Southeast Asia at Aspectus, emphasizes the increasing demand for marcom specialists to demonstrate tangible results, advocating for omnichannel campaigns.
Survey Methodology
Conducted by YouGov for the Aspectus Group, this comprehensive survey involved 100 seasoned professionals from various fields, including digital marketing, content creation, and AI, aged 18 to 55+. The survey offers an in-depth look at the current state and future directions of the marcom industry in Asia.
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