Top omnichannel marketing priorities and challenges in Southeast Asia
Digital marketing is an ever-evolving field. Marketing and advertising technologies seem to advance overnight, keeping brands on their toes and requiring marketers to learn and leverage new software, tools and channels as quickly as they are created.
This is especially the case in Southeast Asia. Not only is the region experiencing rapid digitisation, but also its consumers are becoming increasingly digitally savvy, ever more in need of relevant and seamless experiences.
For brands, it is becoming imperative to keep pace with the new Southeast Asian consumer by developing a robust omnichannel strategy, one that cultivates personal connections with them across screens, channels, and touchpoints.
We wanted to gain a better understanding of how enterprise businesses across Southeast Asia are considering omnichannel in their broader marketing plans, and thus commissioned Econsultancy to conduct an online survey of nearly 350 enterprise businesses in the region.
Amongst the insights, we found that:
When it comes to marketing priorities for the year ahead, the top two focus areas for businesses are
With the proliferation of digital channels, businesses are eager to better harness the power of data and deliver seamless customer journeys across offline and online channels. The rise of omnichannel marketing automation is giving them a much-needed boost as they strategize to scale and optimize their customer engagement and intelligence in real time.
To this end, our report found that 92 percent of omnichannel leaders have a consolidated customer engagement database, while 82 percent of omnichannel laggards are using disparate datasets, making it much more difficult for them to deliver a consistent, high-level experience to customers across all touchpoints. Further, leaders are much more likely than laggards to prioritize personalization (63 percent vs 45 percent) and to focus on a 360-degree customer view (62 percent versus 46 percent).
Omnichannel ‘leaders’ are significantly more likely than ‘laggards’ to be focusing on
Though many brands are looking to implement omnichannel marketing strategies, actually delivering them can be an uphill battle for brands that need to source and put together all of the necessary data. This is especially so for legacy businesses using outdated systems and processes.
Our survey found that 39% of businesses said there was simply too much data to handle, and the most commonly cited barrier to better omnichannel marketing were technology and software limitations.
The main data-related omnichannel challenges include
Our survey found that the most commonly cited barrier to better omnichannel marketing were technology and software limitations: nearly 6 in 10 businesses in Southeast Asia say their multichannel, or omnichannel, orchestration needs are not being fulfilled by their platform while 4 in 10 respondents saying technical deficiencies are a key challenge.
The full report reveals in depth the state of omnichannel readiness for enterprise businesses in Southeast Asia. It also provides a full picture of how ‘leaders’ differ from ‘laggards’ in their approach to and implementation of data-driven customer engagement that is delivered and personalized across channels and in real time.