The first Digital Transformation in Asia-Pacific Communications Study, which was done by BCW’s Digital Innovation Group, shows how digital integration is going in the communications workstream in the Asia-Pacific region right now. The study showed that digital integration was strong across the communications function, but it also showed that artificial intelligence (AI) tools were being used slowly. The study also found that most businesses in the region plan to put more money into digital transformation over the next three years to make it easier for their customers to interact with them and to help them make strategic plans.
What is Digital Transformation in Communications?
Digital transformation in communications is when digital technologies are used to solve old problems by changing the activities, processes, skills, and models of communications. Asia-Pacific communication departments are quickly adopting new technology tools like big data, AI, and machine learning. These tools include MarTech and CommsTech. There are a lot of tools and technologies that people who work in communications can use to make audiences more engaged and give them a better experience.
However, digitalizing communications efforts and using digital media are only parts of the digital transformation, and there are a range of factors that can impede progress at any point in the process.
Key Considerations for Communicators
As digital integration in the communications workstream is expected to increase, the Digital Transformation in Asia-Pacific Communications Study shares key things for communicators in the region to think about. It talks about both the reasons for digital transformation and the chances for success.
- Targeted external audience engagement
- Effective strategic communications planning
- Enhanced cross-team collaboration
Opportunities for Success:
- Experimenting with artificial intelligence
- Improving the digital content development process
- Engaging senior leadership
According to the study, 98% of communicators in the region are sure they understand digital transformation, and 47% say they do so very well. Additionally, 71% of Asia-Pacific companies plan to increase their digital transformation investment by 2025 despite ongoing global economic uncertainty.
About the Study
In 2022, the study polled 182 senior marketing and communications professionals from nine Asia-Pacific markets, including Mainland China, Hong Kong, Singapore, India, Australia, Japan, Thailand, Malaysia, and Indonesia. All of these people work in the communications department or on a communications team at their company. The study aims to help clients align their communications objectives with their business goals, adopt digital innovation and new technologies where critical to improve their audience experience, and deliver more meaningful and long-lasting results.
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The Digital Transformation in Asia-Pacific Communications Study shows that digital integration in the communications function in the region has matured in recent years, but there is still room for improvement, especially in the adoption of AI tools. Communicators should focus on getting specific external audiences interested, planning strategic communications well, and working better with other teams. The study also highlights the opportunities for success created by experimenting with AI, improving the digital content development process, and engaging senior leadership.