Econsultancy, the research and insights organisation, and Resulticks, a marketing automation platform, conducted an online survey of 345 “enterprise businesses” in the region and published the results in April.
Now, Econsultancy researcher Jeff Rajeck has written a blog about the results relating specifically to Thailand, whose e-commerce market experienced average year-on-year growth of 17% in terms of average revenue per user over the past five years.
It emerged that 83% of marketers in Thailand agreed that their companies took “an integrated approach to customer engagement across different channels, leveraging first, second and third-party customer data, with technology and processes to support this”.
This placed Thai marketers just behind their colleagues in Singapore, where 84% agreed with this statement, and prompted Econsultancy to observe that they feel their companies are “on the right track for implementing data-heavy omnichannel marketing”.
Especially as very few marketers in Thailand (14%) indicated that they did not feel their company took an integrated approach to customer engagement.
Econsultancy and Resulticks also found that Thai marketers were more likely to be interested in omnichannel than other countries in Southeast Asia.
For example, 71% said real-time marketing was a priority for their company this year, compared to a regional average of 65% and just 57% of marketers in Vietnam.
Thai marketers also gave a higher priority to personalisation (60%) and omnichannel delivery and engagement offline-online (60%) compared to the regional average of 48% and 52% respectively.
“These responses show that Thai marketers at least have omnichannel marketing and its core competencies at the front of their minds,” said Rajeck.
He also observed that just 29% of respondents from Thailand said they were currently exploring customer data platforms – the lowest level in the region – suggesting they were “comfortable” with their customer data solutions.
Elsewhere, the survey found that marketers in Thailand were most likely to state that the biggest challenge they faced when carrying out omnichannel marketing was “technology or software limitations” (45%), which was almost in line with the regional average of 41%.
And at least a quarter (26%) indicated that the data integration of their current system was “poor” compared with an average of 19% across the region.
Despite these and other challenges, Rajeck concluded: “Overall, though, marketers in Thailand appear to have taken up the omnichannel challenge and are well on their way to delivering on its promise of the right message, to the right person, at the right time and on the right channel.”
Sourced from Econsultancy; additional content by WARC staff