Sydney, Australia – Large businesses in Australia that collaborate internally between marketing and technology teams and align to business objectives gain productivity benefits of an average A$110 million per year, according to data from end-to-end digital experience software Sitecore, in its latest report with Deloitte Access Economics and Deloitte Digital.

Furthermore, the data suggests that collaboration between marketing and technology functions is critical to making the most of digital investments, where businesses leading the way in collaboration forecast an additional 11% revenue growth in the next year when collaboration is centred around customer needs.

Notably, the report warned that a major challenge to success was that bad projects require more management time to course correct, resulting in diversion from other business matters. 

Sitecore’s survey found that 62% of business leaders who experienced negative impacts of technology investments saw this as a problem, with key challenges mentioned by survey respondents including integration difficulties, money wastage, and loss of innovation.

According to the report, the top two priorities for business leaders over the next five years are scaling existing digital solutions and broader digital transformation, which rank higher than traditionally important objectives like revenue generation and customer retention. Of the business leaders surveyed, 98% consider digital investment pivotal to business strategy.

Lastly, the report recommends that business leaders should develop co-investment strategies to overcome budget barriers, remove organisational barriers to promote collaboration, align marketing and technology teams on business strategy and priorities, and create clear, structural accountability for shared focus areas.

Talking about the report, Joey Lim, president of Sitecore APAC and Japan, said, “Challenges to collaboration can make the case for further digital investment difficult and add to executive resistance to transformational initiatives. Sitecore’s commitment to offering choice through its leadership in both on-prem and SaaS digital experience software uniquely places it as a powerful collaborator when overcoming internal resistance by offering multiple solutions that merge marketing and technology.”

Meanwhile, Troy Outtram, partner at Deloitte Digital, added, “As brands continue to invest in their digital transformation, the benefits for teams that work in harmony are becoming more apparent, with ruthless alignment to business goals serving as the key to success for major projects.”

Singapore – As Chinese New Year festivities call for a lot of family time and feasting, 43% of Singaporeans opt for soft drinks as their beverage of choice when entertaining guests, according to a research from YouGov.

While both men and women were equally likely to buy soft drinks, there were some differences among the age groups. Young adults aged between 18-24 were more likely than others to say this (53%), whilst adults aged 55 and above were more likely to not purchase soft drinks during this time.

YouGov’s data on the attitudes of Singaporeans show that they view seasonal promotions favourably, with 37% agreeing that seasonal marketing campaigns for soft drinks are memorable and help them remember the brand. 13% disagree with this thought, and half are divided over their opinion.

Amongst all the festive marketing campaigns for soft drinks, in-store promotions or discounts appear to be the most appealing to Singaporeans (56%). Promotions on e-commerce platforms are next most appealing (26%), ahead of TV advertisements (21%) and social media promotions (17%). Collaborations with other brands or celebrities or influencers are comparatively less well received, with only 1 in 10 saying they find it engaging.

Additionally, 31% of Singaporeans are also attracted to limited edition flavours, and 29% are likely to buy drinks with festive themed packaging.

When it comes to buying soft drinks, supermarkets are the most preferred places (69%). Less than half of this number buy from e-commerce platforms (31%) or via delivery services of supermarkets/ groceries stores (26%). 1 in 5 buy from wholesalers or discount stores (19%) and 1 in 10 through convenience stores (11%).

Lastly, YouGov also revealed the brands that Singaporeans are likely to buy, with Coca-Cola ranking first at 71%, followed by A&W Root Beer (47%), Sprite (42%), Pokka (42%), and Fanta (37%).

Hong Kong – As the upcoming Lunar New Year brings out campaigns from brands that offer unique and exclusive experiences, the fashion industry is no stranger to capturing the wave of celebration, according to the latest data from Euromonitor.

Lisa Hong, consultant at Euromonitor International, said that this approach is a straightforward and highly effective method of engaging a loyal consumer base in Asia. While not always directly translating into immediate sales, these strategies will help brands to enhance their image and rapport with local consumers.

To give an example, Hong pointed to luxury brand Fendi’s 2024 collaboration with POKÉMON incorporating popular dragon characters like ‘Dragonair’, ‘Dratini’ and ‘Dragonite’, with millennials and Gen Z consumers globally, eagerly lining up for hours in front of pop-up stores showcasing their favourite characters or artists to enjoy the unique experience.

It is also worth noting that with the boom brought about by Lunar New Year campaigns contributed a rise in personal luxury spending in East Asia, with Hong Kong seeing a rebound of 23.2% in personal luxury spending by the end of 2022 – the biggest rebound in Asia Pacific. China is also affected by this, as luxury brands are also looking to invest more in the Chinese shopper at home, the mainland and on the tax-free-shopping island of Hainan rather than travelling abroad.

Talking about this, Fflur Roberts, head of luxury goods at Euromonitor International, said, “While the path of economic recovery in China remains highly uncertain, price growth is projected to gather pace in 2024 on the back of accelerating consumer spending and reviving tourism flows. Indeed, the future overall for luxury goods in China nonetheless continues to look bright for those looking to capitalise on high-spending, digitally savvy and social media-friendly Chinese consumers.”

“By embracing the cultural significance of events like Lunar New Year and incorporating these elements into their marketing and product strategies, luxury brands can enhance their appeal and forge stronger connections with consumers, especially Chinese consumers during festive seasons both at home and abroad among the wider consumers in East and Southeast Asia,” he added.

Singapore – Southeast Asia(SEA) is among the world’s fastest-growing digital regions, with at least 90% of the region’s population being avid smartphone users, according to marketing and monetisation technologies provider InMobi’s latest report on mobile marketing, which further stated that mobile usage in SEA surpasses that of North America and Europe.

Notably, data from InMobi’s report shows that the activities of Southeast Asians as mobile consumers frequently revolve around tuning in to live streams for games and shopping, playing mobile games, using super apps, and utilising lock screen apps.

In the case of live streaming, live streaming games has been in a constant rise in SEA, with an annual growth rate of 10.23%, indicating a potential market volume of $830 million by 2028. On the other hand, live commerce is also making waves, with 50% of SEA consumers tuning in to livestream shopping sales at least once a week. In the Philippines, it was also observed that 60% of consumers have been shopping from live streams as early as 2021.

For mobile gaming, the report predicted that 246.9 million Southeast Asians will be gaming by 2027, with a market penetration rate of 34.7% across various types of games. This interest in gaming is further amplified with the inclusion of esports as an official sport for the Asian games.

Additionally, super apps are also continuing to grow as a key trend in the region. The sheer amount of services provided by these apps have allowed it to become a multi-billion dollar market in SEA, indicating a growing appetite in Southeast Asians to access multiple experiences in a single app destination.

Lastly, smartphone lock screen apps such as Glance are now emerging in usage. For instance, in Indonesia, 30 million Glance active users are discovering personalised content, single tap gaming, news, live experiences and more, directly on their lock screen, without the friction of unlock, download, search.

With these key themes in mind, InMobi says that the current state of mobile consumers in SEA allow for many significant opportunities for integration by brands and marketers, especially in the aforementioned trends and apps where most SEA consumers spend most of their time.

Talking about the results, Vasuta Agarwal, chief business officer of InMobi Group, said, “In 2024, mobile transcends its role as a mere brand messaging platform, transforming into a gateway for immersive experiences, personalized interactions and engagement. In this dynamic landscape, key touchpoints like the smartphone lock screen have emerged as pivotal frontiers for marketers.”

“As emphasized in our Mobile Marketing Handbook 2024, success hinges on establishing a presence on these surfaces to build early connections with consumers, delivering immersive experiences and driving engagement innovatively. Utilizing generative AI for customized content, and adeptly navigating privacy regulations are also vital,” she added.

Melbourne, Australia – With the widespread adoption of AI in various industries, the latest report from Media Collateral revealed a significant percentage in the incorporation of generative AI among communication professionals throughout the Asia Pacific region, with marketers and journalists emerging as the frontrunners in embracing this technological shift.

According to the findings, 74% of communications professionals have now integrated generative AI into their work, with marketers and journalists noted as the primary users.

Notably, 90% of marketers have embraced generative AI, while 61% of journalists have adopted this technology, with only 3% of the latter deeming it essential for their daily tasks.

In terms of future engagement, 79% of respondents indicated their intention to increase engagement with generative AI in the next two years.

Meanwhile, insights into workforce disruption showed that 25% anticipate a reduction in job opportunities due to generative AI, while 60% foresee a transformation of job roles.

Furthermore, a significant number of respondents view AI as a catalyst for efficiency and innovation, with 80% using generative AI for productivity, 67% to simplify tasks, and 52% to create innovative content.

In primary use cases, content generation was reported as the predominant reason for utilising generative AI, with 75% of professionals using or planning to use it for this purpose.

Speaking about the result of the report, Andrew Thompson, report author and manager of editorial and research at Media Collateral, said, “As someone entrenched in journalism and communications, this study stemmed from vital questions about our professional futures amidst the advent of generative AI.”

“Generative AI tech, such as ChatGPT, is reshaping how we ideate and create messages, just as the printing press and internet once revolutionised their spread. Communications professionals will be shaping, and shaped by, the unfolding narrative of humans and AI. Our hope is that this report offers current practical insights and fuels ongoing creative inquiry,” he concluded.

The valuable insights included in the report were derived from a digital survey conducted from October to December 2023. This survey targeted professionals in journalism, marketing, public relations, content creation, and advertising within the APAC region.

Singapore – With over 40% of consumers making purchases, the latest data from market research company YouGov revealed that Facebook emerged as the top social media platform for online shopping in Singapore.

Among the platforms, TikTok and Instagram are tied next at the same level, each securing an average of 26%, followed by YouTube at 20%. Notably, 40% of the respondents reported not having made any purchases through social media platforms.

In terms of purchase frequency, 52% of Singaporean consumers are classified as occasional buyers, shopping less than once a month, while 36% are frequent buyers, shopping more than once a month. Meanwhile, 11% are not sure about their shopping frequency.

Interestingly, a greater usage among Singaporean millennial buyers was also indicated, compared to Generation Z. In particular, millennials lead as frequent buyers (44%), and Singaporean Generation Z leans towards occasional buying (63%).

Furthermore, Facebook also ranked first as the most frequently used app for purchases, with 74% in favor, followed by TikTok at 58% and YouTube at 51%. On the other hand, the usage distribution shifts slightly among occasional buyers, with 61% using Facebook, 41% favouring Instagram, and 38% opting for TikTok.

Meanwhile, the data also revealed the factors affecting consumers buying via social media. This includes the risk of scams (70%), lack of trust (67%), and unclear return and exchange policies (49%). Many are likely to be hindered by poor customer service (42%), technical issues (36%), and unsuccessful payment methods (31%).

When asked what aspects may improve their social media purchasing experience, greater customer service came out on top (79%), followed by faster and more reliable delivery (74%), and secure payment methods (73%). 62% of shoppers prefer enhanced product search and filtering features.

Lastly, the integration of augmented reality (AR) for virtual product try-ons marks a promising frontier in the evolution of social commerce, with 36% of consumers saying this will enhance their overall shopping experience on social media.

Singapore – A new research from Magnite has found that ad-supported streaming services deliver scale for brands and that 71% of TV viewers in Southeast Asia watch ad-supported streaming. According to the report, said trend in the streaming industry serves as a signal for the future of streaming in the region.

According to the report, ad-supported streamers are embracing content across devices, which leads to more meaningful connections with brands and influences purchasing decisions. 

Around 68% of ad-supported viewers take action after seeing an ad on streaming platforms, and 94% are more likely to make a purchase from a brand they engaged with across multiple devices.

Meanwhile, ad-supported streaming audiences are highly engaged when watching streaming, which is winning viewers’ attention over social video. Around 92% of ad-supported viewers report being engaged when watching streaming content as compared to 62% of social media users who say user-generated videos on social media don’t hold their attention very long.

In an exclusive interview with MARKETECH APAC, Gavin Buxton, managing director of Asia at Magnite, he explained that in order to effectively leverage ad-supported streaming, brands should identify partners who can provide access to inventory from multiple streaming platforms at scale and support them in understanding targeting, creative and measurement opportunities.

“Streaming provides scale and reach at a level rivaling traditional TV and consumers in Southeast Asia are adopting ad-supported streaming in growing numbers. With streamers viewing content across multiple streaming platforms and devices, brands have more opportunities to increase the scale of their campaign investments to reach a growing audience of streamers across these platforms. This will enable brands to drive even greater awareness and impact,” Buxton stated.

When asked about how big is the scale of SEA’s ad-supported streaming industry, he stated that they look forward to many global streaming platforms launch their ad-supported streamers first in the region over the coming year.

“Our research establishes that streaming in the region is growing in scale, with 71% of TV viewers tuning in and 79% stating they prefer to watch free or reduced-cost content with ads versus 21% who prefer an ad-free experience. SEA was historically a free-to-air-dominant region, likely resulting in a lasting understanding of the value exchange between advertising and lower-priced or free access to premium content,” he said.

With many ad-supported streamers fully grasping the fact that streaming services have become a necessity for households in the region, Buxton expects that given this continued appetite for content, publishers and broadcasters will continue to increase investment in digital-first video content. 

“While video on demand (VOD) has been the main growth driver of ad-supported streaming in the Southeast Asia region, we can expect programmatic addressable, live sports, and free ad-suppoted television (FAST) adoption to also influence the growth of ad-supported streaming in the future. With linear TV now increasingly consumed in streaming environments, this opens up the opportunity to reach addressable audiences at scale,” he said.

Buxton further added, “Consumption of live sports on streaming platforms is also experiencing growing momentum, according to our research, and we expect this upward trajectory to continue, generating more opportunities. FAST adoption has been on the rise across the US and EMEA and is now starting to gain momentum across SEA, with device manufacturers and broadcasters launching more FAST channels to cater to a variety of user interests. All of this will enable advertisers to reach audiences more effectively and at greater scale.”

When asked what advice would brands consider when placing ads on as-supported streaming platforms, he said that brands should seek out and work with providers who have an understanding of the nuances of the streaming market across the SEA region. Moreover, it is also important that partners have direct relationships with streaming platforms and can provide transparency into media planning and reporting across these platforms, as well as the programmatic capabilities to maximise scale.

“As media owners continue to invest in quality content and internet-connected device ownership increases, Southeast Asia’s streaming TV ecosystem offers significant opportunities and benefits to advertisers looking to reach highly engaged audiences across all devices. For those that are newer to streaming, now is the time to dive in and test campaigns to become more familiar with the format, while those already investing should extend these investments across multiple streaming platforms and devices to capitalize on the current growth of CTV in addition to other screens,” he concluded.

Sydney, Australia – With the impact of the cost-of-living crisis creeping up into the lives of Australians amidst sustainability issues, market research firm Kantar states that brands must show initiative and leadership to inspire behavioural change. In Kantar’s report titled the Kantar Sustainability Sector Index 2023, the firm explores the issues that Australians face, as well as their opinions around it. 

Data from the report mainly suggests that 7 out of 10 Australians cite cost as being prohibitive to actioning real sustainable behaviour change, saying that things better for the society and the environment are more expensive.

Moreover, the study also explored the sustainability issues that Australians are most concerned with, citing mental health, poverty, and climate change as the most prominent issues that they want to see addressed.

To be specific, the cost-of-living crisis is biting hard on Australia’s mental health, which is the sustainability issue that Australians want addressed for the second year in a row. Additionally, 76% of respondents want to live a sustainable lifestyle but only 22% are doing so because they struggle to translate their values into action due to this crisis.

With this in mind however, 6 in10 Australians say that it is hard to tell which products are good or bad ethically or for the environment and over one-third don’t know where to find sustainable or ethical products. Plus, more than half of them want clear certification explaining the environmental or ethical benefits that would influence their purchase.

Notably, climate change also continues to rank highly as both an issue of concern and one that people want addressed as 60% of Australians say they expect to personally feel climate change effects in their lifetime and want real action. They believe it is a responsibility of companies and brands to help solve or tackle climate change and environmental issues, with only 27% thinking that those companies and brands are already taking those actions.

Talking about these findings, Carolyn Reid, head of qualitative at Kantar Australia, said, “A new consumption culture is emerging, and brands must think or rethink how they create value and innovate. Successful brands make people feel empowered to make truly better choices. Brands can enable behaviour change by using the Sustainability Sector Index to identify levers that will prevent or enable change to both design and execute for success.”

“It is imperative to prioritise both the social and environmental issues impacting your brands, products or services – and the lives of the people you seek to meaningfully connect with. It ensures the insights, territories or innovations that you address are ownable and distinctive to your brand, while understanding your brand’s sustainability table stakes. Further, it provides actionable guidelines on how to express your ambitions and actions in the most authentic, impactful, and differentiated way,” she added. 

Meanwhile, Madeleine Andrews and Mathilde Pernot, sustainability leads at Kantar Australia, also commented, “Sustainability isn’t an option for brands anymore but delivers a business imperative and a commercial opportunity. Getting this right is crucial. However, many people feel let down when it comes to sustainability. Acting with bravery and boldness to lead the way in sustainability is a critical imperative for any sector.”

Singapore – This upcoming holiday season, spending amongst Southeast Asian shoppers will be skyrocketing, according to a study conducted by marketing and monetisation technologies provider InMobi, which surveyed 1,000 smartphone users in Indonesia, Singapore and the Philippines.

Data from the study suggests that 60% of respondents said that they will be increasing their budgets for online shopping for the season, which also means that 90% will increase or maintain online shopping budgets when compared to 2022.

On the other hand, the majority (73%) of respondents plan to hybrid shop this holiday season, with mobile being the preferred medium at every phase of the shopper’s journey whether they are online or offline.

Shoppers cite app-only discounts and convenience as the top-two reasons they turn to mobile, with 86% of shoppers in Southeast Asia using mobile for exploring; 81% choosing mobile to make the final purchase; and 63% use mobile to search for products.

The study also identifies three buyer personas, the category explorers (58%) who have decided on products to shop but not brands, the bargain hunters (29%) who seek incentives before they make their purchases, and the brand lovers (13%) who know both the products and the brands they want. 

Interestingly, there is a sharp rise in the number of category explorers compared to the previous year, when only four in ten shoppers used to fall in this category. This means more Southeast Asian shoppers are keeping their eyes open than before as they shortlist which products and brands to choose.

Furthermore, other notable insights from the report show that over half of Southeast Asian consumers showed a tendency to shop on their phones after 4pm, and that single-digit and double-digit shopping festivals are record breakers, showing that they continue to be the most anticipated and popular sale events of the year for Southeast Asia’s shoppers.

Lastly, fashion and accessories, gadgets, and personal care products including cosmetics are items that are most likely to be bought online, whilst items such as jewellery, home appliances, gift packs, and holiday-focused groceries, will likely be browsed or purchased offline.

Talking about the results, Rishi Bedi, managing director, Asia Pacific, at InMobi, said, “Traditionally, Southeast Asia is a region where physical stores have played a prominent role. While our study found that stores are still important for shoppers here, it is exciting for us to note that more consumers are planning to use mobile as well during their shopping journey, and in fact, it is playing a dominant role.”

“With the excitement for the end-of-year shopping festivals and an appetite for exploring brands and products being at an all-time high, it is essential for marketers and retailers to be present effectively throughout Southeast Asia’s shopping journey,” he added.

Singapore – Amidst economic headwinds, Asia’s digital economies continue to post impressive gains, with cross-border initiatives and tools offering businesses new avenues to unlock unprecedented growth, according to the latest report by market intelligence firm IDC and commissioned by global payments platform 2C2P and Ant Group.

Data from IDC’s report mainly suggests that SEA leads in digital economy growth at 15.8% for the next five years, unlocking significant commerce opportunities for SEA and outpacing the United States and Europe.

Coupled with Korea and Japan, SEA’s digital economy is on the verge of explosive growth, projected to skyrocket from $501.7 billion in 2022 to a staggering $914.9 billion in 2027, marking an impressive 82% leap in just five years.

SEA also anticipates a 100% expansion in the e-commerce market, driven by accelerated digital payments growth, led by ‘buy now pay later’ options (38%), mobile wallet (18.9%), domestic payment (16.9%) and credit cards (14.4%).

Furthermore, private and public sector efforts are poised to inject an impressive $232.4 billion in fresh cross-border revenue into the SEA, Korea, and Japan economies from 2022 to 2027, as cross-border e-commerce revenue is primed to grow by 70% in those five years, outpacing the growth of domestic e-commerce revenue.

Talking about the results, Aung Kyaw Moe, founder and CEO of 2C2P, said, “Our mission at 2C2P is to empower businesses to navigate and thrive in the dynamic payment landscape in Asia. We hope the findings of this report encourage businesses to unlock the immense potential of Asia’s digital economies by tapping on existing public-and private-sector initiatives and tools.”

Meanwhile, Douglas Feagin, senior vice-president of Ant Group and head of cross-border mobile payment services at Alipay+, commented, “The rapid rise in the number and diversity of digital payment options presents a challenge  for small to mid-sized merchants. Which is why it is now imperative for businesses to cater positively to these digital habits, and I believe that by working together, we can help more consumers and businesses benefit from digitalisation.”