New research from Resulticks finds that a third of companies feel that an overwhelming volume of data, and the inability to integrate data are two of the top challenges that enterprise businesses face in Southeast Asia.
Coupled with the region’s tech-savvy, channel-agnostic consumers are open to more than just transactions from the brands with which they do business, the companies ability to deliver is imperative.
“Like consumers worldwide, APAC consumers expect sophisticated, individualised experiences in real time across whatever channel they engage. Consequently, a brand’s ability to deliver against those elevated expectations will increasingly separate the companies that thrive from those that struggle merely to survive.
“This naturally calls into question the readiness of APAC brands to seize the moment. Which of them are equipped to lead the omnichannel revolution and which of them will lag their regional—and in many cases global— competitors?” asks Redickaa
Subrammanian Resulticks, CEO.
The research shows nearly six in 10 organisations find that existing marketing platforms fall short of delivering multi-channel campaign orchestration.
Titled “The Omnichannel Imperative”, the newly released report also found over half of enterprise businesses in SEA listed real-time marketing, and omnichannel delivery and engagement as their top priorities in 2019.
The study, commissioned by Resulticks and conducted by Econsultancy, surveyed 345 enterprise businesses in Southeast Asia.
Among businesses in SEA, there was also a difference in priorities between companies that had fully embraced omnichannel marketing (leaders) and those that were still adopting the sophisticated approach (laggards). The survey results revealed that the leaders were more prone to focus on customer personalisation than laggards (63% vs 45%) and a 360-degree customer view (62% vs. 46%). This indicates companies using omnichannel marketing are better able to use customer data in a more integrated manner.
The report also provides a country level breakdown on some stats for Singapore, Malaysia, Indonesia, Vietnam and Thailand such as:
90% of Indonesian companies and 70% of Singapore companies consider real-time marketing as a priority as compared to the regional average of 65%.
65% of Malaysian companies are prioritising customer journey mapping, as compared to 44% regional average.
Only 36% of Vietnam companies feel that technology limitations are their main challenge in adopting omnichannel marketing – compared to the regional average of 41%.
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Only 2% of Philippine companies felt a lack of c-suite buy-in were a limitation, as compared to 33% in Thailand and 24% regionally.
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