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Asian marketers not as fussed with revenue growth as the rest of the world


Asian marketers not as fussed with revenue growth as the rest of the world


Compared to the rest of the world, Asian marketers take a longer-term approach to brand building, placing more emphasis on consumer engagement and brand health with less on revenue growth, compared to the rest of the world, research from a recent report has found.

Based on the views of over 10,000 professionals from 92 different countries, the ‘Marketing 2020 report’ by Effective Brands found that 49% of the Asian marketing community hold consumer engagement as the most important measure as apposed to the world-wide average of 37% and 40% of Asia also put a high propriety on brand health compared to only 32% world-wide.

Other differences were found in revenue growth, where only 32% of Asian marketers thought it was important versus the global average of 40%. Another point of difference was found in marketing ROI with 45% prioritising it in Asia, versus the 52% world-wide average.

The report also found contradictions in Asian marketers. Analytics appear to be important, with 65% linking their brand’s KPIs to business performance (versus 56% world-wide) and 45% tracking brand equity (only 39% world-wide), however 29% also thought that KPI and data-driven thinking stifled inventiveness and creativity.

In the future, Asian marketers thought that brand positioning would become more important (72%), as well as segmentation (67%) and consumer understanding and insights (69%). Only 31% thought analytics and data mining would be more important in five years.


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