Measurement key for marketers in APAC

22 April 2013

HONG KONG: Marketers in Asia Pacific are optimistic about the coming year and plan to make measuring effectiveness a priority, a survey has revealed.

The Ipsos/Campaign Asia-Pacific Marketer's Outlook 2013 was based on a poll of 372 executives in the Asia Pacific region, and found that 70% expected their brands to perform better in 2013 than 2012.


"Measuring campaign effectiveness and creative marketing solutions are the top priorities this year for Indian marketers," Biswarup Banerjee, Ipsos India's head of marketing communications, told the Economic Times.

Some 68% of Indian marketers cited these concerns, followed by building greater brand loyalty on 61%, developing a more integrated marketing strategy on 60%, and developing digital media platforms like social networking sites, blogs and mobile on 57%.

Fewer than half the respondents thought their agency partners understood the digital space, indicating that particular opportunities exist to improve effectiveness in this field.

This is an area where budgets are also being redirected. Almost half of marketers expected to increase their digital spend by 30% or more this year, with social media and mobile being the main beneficiaries.

"We expect to see smarter spending and strategic deployment of always-limited-resources so that marketers can focus on communicating with their most profitable customers," said Darlene Lee, Managing Director of Ipsos Hong Kong.

"Learning how to tailor content, channel, frequency and message to emotionally engage with key segments will be the difference between budgets well spent and money wasted," she added.

The emphasis on effectiveness was reinforced by the finding that six out of ten marketers intended to review their agency partners this year.

Data sourced from Ipsos, Economic Times; additional content by Warc staff