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Whitepaper – Marcom in Asia: A confident continent

31.01.24

Optimism, increasingly integrated, a sector ‘on the up’ and confident of aiding business growth. Those are just some of the clear messages from the Asia-based PR, marketing, communications, and branding professionals who took part in our recent YouGov powered survey: Marketing Communications in Asia: Optimism and Opportunities. 

Across generations and in businesses of many sizes a significant majority (78%) are positive about their own ability to capture and grow opportunities for their business or their clients. Furthermore, nearly half (48%) of respondents feel this is a sector on the up, building on successes and looking for new opportunities.  

While optimism is the common denominator, there are anxieties – be that understanding and making full use of all modern marcom channels, or properly combining traditional practices such as PR with newer, digital ones. A shortage of skill sets too, in areas such as UX/UI or SEO and SEM is an issue that must be addressed.  

All of this aligns with what we are hearing from our growing client base in the region, as we continue to expand our on-the-ground presence in Singapore.  

Asia is a dynamic and often complex marketplace, with brands competing to establish their identities all while jostling to engage with diverse audiences and adapting to evolving demands in consumer behaviours.  

We are delighted to be able to bring this detailed piece of analysis marcom professionals across the region. As well as detailed quantitative results that have been written to inform strategy, partnerships and provide detail on how to drive business goals we have also gathered the thoughts of some of the leading marketing minds in Asia.  

Koh Juat May President, Institute of Public Relations of Singapore believes this report will bring the value and awareness marketing communications to the forefront of what is a fast-evolving technological revolution.  

There is within, further commentary – for which we are incredibly grateful – from:  

  • Gwenne Chen, Head of Marketing Communications at AsiaNext 
  • Christopher See, Head of Marketing, SGX FX  
  • Lucas How, Marketing & Communications Manager, APAC Services, Sulzer Singapore  
  • Louise Veitch, Head of South East Asia, Aspectus  

We do believe you will take a lot from this document, be that evidence or insight into making strategic decisions on which marketing channels to harness for upcoming campaigns, enlightening data around current and future marketing trends, or information that had not crossed your radar regarding skill shortages or agency partnerships.  

Discover:  

  • The key to building trust and enhanced brand loyalty in culturally diverse markets 
  • Which communications channels are taking centre-stage in marcom strategies? 
  • Why tangible marketing results are pivotal to unlocking budget 
  • The skillsets the marcoms industry needs for the next era of marketing communications 

“Marcom specialists in Asia increasingly recognise the need to deliver sales-boosting results. Omnichannel campaigns can demonstrate achievements, often overlooked. Earned media and PR, known for enhancing brand awareness and sales, are hard to quantify. Integrating these into digital marketing campaigns provides concrete evidence of success.”

Koh Juat Muay
President, Institute of Public Relations of Singapore (IPRS)

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