salesforce-2020年亚太地区营销情报报告（英文）-2020.11-20页_8mb

Marketing Intelligence Report: Asia-Pacific

Core Content

This report explores the evolving role of marketers in the Asia-Pacific region, emphasizing the shift from traditional brand stewardship to a growth-driven mandate. It highlights the challenges and opportunities marketers face in integrating and managing data to drive business outcomes.

Key Findings

• Growth is critical: 91% of marketers agree that marketing plays a major role in driving growth, with 40% shifting priorities to focus on marketing-led growth.
• Cross-channel data integration is a challenge: 64% of marketers spend a week or more each month on data harmonization, and 33% struggle to unify data from multiple sources.
• Barriers to data analytics and optimisation: Marketers face challenges in sharing and collaborating on data (37%), connecting marketing investments to outcomes (35%), and using insights effectively (31%).
• Real-time insights and automation are lacking: 40% of marketers lack real-time insights, and only 28% have fully automated data integration processes.
• Data-driven culture and technology are key: Senior leaders are pushing for stronger data-led marketing, and marketers must adopt new tools and embrace a data-driven mindset.

Growth: The New Marketing Mandate

• Shift in priorities: 94% of marketers have shifted their focus to marketing-led growth in the past year, while 93% have prioritized marketing efficiency and ROI.
• Short-term vs long-term focus: More than half of APAC marketers focus on long-term growth (brand equity, loyalty, and values), while 35% focus on a mix of short and long-term strategies.
• Growth metrics: Top growth-defining metrics include sales/revenue, customer satisfaction (NPS), and brand loyalty.
• Challenges in growth marketing: Marketers face barriers such as misalignment on measurement (44%), inefficient budget use (42%), lack of unified performance view (41%), and lack of real-time insights (40%).

The State of Marketing Analytics

• Importance of cross-channel view: 86% of APAC marketers consider a complete view of cross-channel marketing important.
• Channel usage: On average, APAC marketers use 7.4 marketing channels, each generating diverse data formats and delivery mechanisms, complicating performance comparisons.

Data Integration and Management

• Data-driven engagement: 78% of marketers describe their customer engagement as data-driven.
• Manual processes dominate: 71% of marketers still do data integration manually, which is inefficient and error-prone.
• Challenges in data integration: The top challenges include data accuracy (54%), connecting and unifying data (44%), and data accessibility (32%).

Data Analytics and Optimisation

• Positive self-assessment: 61% of marketers rate their data analysis and optimisation capabilities as excellent.
• Top challenges: Sharing and collaborating on data (37%), connecting marketing investments to outcomes (35%), and using insights to engage audiences (31%).
• Automation gaps: Only 28% have fully automated cross-channel reporting, and 54% lack daily or real-time reports.

The Data-Driven Revolution

• Alignment of factors: Marketers identify data accuracy, integration, and analytics as critical for success, yet these are also the areas where they face the most challenges.
• Priorities for improvement: Marketers aim to improve customer understanding (53%), data management efficiency (50%), strategic marketing performance view (47%), and deeper audience insights (47%).

Embedding a Data Culture

• Progress in data culture: 66% of marketers report excellent progress in investing in analytics platforms and securing executive support.
• Alignment on KPIs: 64% have aligned KPI metrics across teams, regions, and partners.
• Collaboration and ROI tracking: 63% of marketers have improved cross-team collaboration and ROI tracking.
• Staff engagement remains a challenge: Despite progress, staff engagement in data usage and understanding is still a significant hurdle.

Methodology

• Survey and interviews: The study included an online survey of 1,002 marketers and 12 one-on-one interviews.
• Sample selection: Marketers involved in advertising and marketing decision-making, with annual ad spend of more than $500k (except for Philippines and Thailand, where it was $300k).
• Fieldwork period: May 25, 2020 – July 23, 2020.

About Salesforce Datorama

• Platform overview: Datorama is a cloud-based, AI-powered marketing intelligence and analytics platform used by over 3,000 global agencies and brands.
• Capabilities: It enables data integration, campaign optimization, automated reporting, and faster data-driven decisions.
• Key clients: PepsiCo, Ticketmaster, trivago, Unilever, Pernod Ricard, and Foursquare.

Summary

The Asia-Pacific marketing landscape is undergoing a significant transformation as marketers shift from traditional brand management to a growth-focused approach. This mandate requires them to integrate and manage data effectively to measure impact and drive business outcomes. While there is optimism about the potential of data analytics, challenges such as manual data integration, lack of real-time insights, and difficulty in aligning teams and stakeholders persist. Marketers are seeking to improve customer understanding, data management efficiency, and strategic marketing performance. Building a strong data culture, supported by technology and executive buy-in, is essential for success in this data-driven revolution.