Mobile: The future of marketing in Asia Pacific - Can marketing research cope?

James Fergusson, Fiona Buchanan and Joseph Webb


The digital revolution can be likened to a runaway train. Its arrival was initially scheduled; it could be seen coming off from a distance, however for those who didn't get on in the beginning, it seems like an unpredictable moving target that's hard to climb aboard. Even those on board aren't completely sure where it will take them, with new devices steering a course to unexpected destinations.

For many countries in Asia Pacific the digital revolution is just ramping up – however the train runs the risk of very quickly being beyond marketers' control. Internet penetration in Asia Pacific's emerging markets will multiply significantly in 2012. The marketing research industry must rapidly evolve to ensure our clients are not only on the train but also able to control it.