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

James Fergusson, Fiona Buchanan and Joseph Webb

This paper examines the central and changing role of mobile in consumers' lives across Asia Pacific.

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

James Fergusson, Fiona Buchanan and Joseph WebbTNS

THE DIGITAL EVOLUTION – ASIA'S MARKETING SHIFT

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.

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