5 Ways Marketing Is Changing in ASEAN Countries

1. Marketers embrace change

Marketers from across the region are facing new challenges and changing their priorities accordingly.

Marketers’ top priorities worldwide

1. Innovating
2. Engaging with customers in real time
3. Creating a cohesive customer journey across channels and devices
4. Improving marketing ROI
5. Improving collaboration

Marketers’ top priorities in ASEAN

1. Creating a cohesive customer journey across channels and devices
2. Engaging with customers in real time
3. Innovating
4. Improving the use of tools and technologies
5. Improving marketing ROI

2. As customers go digital, marketing steps up

Ninety percent of ASEAN marketers say that their channel mix has changed since the start of the pandemic.

Percentage of marketers who say that their digital engagement strategy has changed since before the pandemic:

Indonesia: 95% 

Thailand: 92%

Malaysia: 90%

Global: 90%

Philippines: 88%

Singapore: 87%

Vietnam: 83%

3. Collaboration drives the market-from-anywhere era

On average, more ASEAN marketers have experienced a permanent shift in how they collaborate and communicate with their colleagues.

Percentage of marketers who say the pandemic has permanently shifted how they collaborate and communicate at work:

Indonesia: 88%

Vietnam: 82%

Philippines: 77%

Thailand: 75%

Malaysia: 73%

Singapore: 67%

ASEAN: 77%

Global: 75%

4. Data-driven marketing is more important than ever

Using data to inform your marketing is vital to ensuring that your customers get the best experience. ASEAN is ahead of the global average. 

Percentage of marketers who say that their customer engagement is data-driven:

Vietnam: 91%

Thailand: 86%

Indonesia: 83%

Philippines: 78%

Malaysia: 76%

Singapore: 71%

ASEAN: 81%

Global: 78%

5. Metrics and KPIs continue to evolve

Across the region, marketers are tracking specific metrics important to their markets. 

The top metric tracked by marketers in each country, and the proportion of marketers who say they track it : 

Indonesia: Revenue (83%)

Malaysia: Marketing/sales funnel (85%)

Philippines: Marketing/sales funnel (80%)

Singapore: Revenue (81%)

Thailand: Marketing/sales funnel (85%)

Vietnam: Revenue (86%)

ASEAN: Marketing/sales funnel (80%) 

Global: Revenue (78%)

Dive into the data

The State of Marketing report contains insights from more than 8,200 global marketers, including more than 1,700 from ASEAN countries. Get your copy today. 

Read the full report.