Tag: Market insights

London, UK – Nearly one in three campaigns (27%) over the past 18 months have incorporated programmatic digital out-of-home (prDOOH), with this figure expected to increase to an average of 35% in the next 18 months, a recent study by VIOOH revealed. 

The research projects that France, Australia, Germany, and the US will lead in adopting prDOOH, with these markets seeing the biggest rise in campaigns using programmatic digital out-of-home. Globally, prDOOH investment is set to grow by 28% over the next 18 months, with the US, UK, and France each projecting a 29% increase.

Budgets are shifting towards prDOOH, with global marketers projected to boost investment in DOOH by 32% and prDOOH by 28%. Traditional out-of-home (OOH) investment is also expected to grow by 16%. This surge in digital spending highlights a greater adoption of technology-driven solutions in outdoor advertising.

VIOOH’s study found that over a third (37%) of marketers are shifting budgets from other digital channels to prDOOH, marking a 4 percentage point (ppt) increase year-over-year (YoY). When purchased by digital or programmatic teams, prDOOH budgets mainly come from other digital (81%) and traditional channels (79%), highlighting its growing appeal as part of a multi-channel media strategy.

In core markets, prDOOH budgets sourced from DOOH have risen by 16 ppt YoY, increasing from 53% to 69%. As prDOOH adoption grows, more than one-fifth (22%) of advertisers are allocating entirely new budgets to it, with the US and Australia leading the trend at 28% and 27%, respectively. Notably, prDOOH now accounts for a larger share of new advertising budgets in core markets (24%), reflecting a 10 ppt increase year-over-year.

The growth in global prDOOH investment is largely driven by existing adopters, who are more likely to include prDOOH in future media plans (36%), compared to first-time investors (32%). The study suggests that familiarity with prDOOH’s benefits is crucial as marketers increasingly adopt programmatic approaches for out-of-home advertising.

Interestingly, 92% of global respondents view prDOOH as the most innovative media channel, reflecting a 9 ppt YoY in core markets.

This trend is driven by prDOOH’s versatility in supporting various campaign strategies, crucial for both brand-led (85%) and performance-led (91%) objectives. Notably, prDOOH competes with social media (85%) as a leading choice for brand-led campaigns, even surpassing traditional DOOH (80%).

Globally, 81% of respondents are combining direct and programmatic DOOH buys for performance-led campaigns, benefiting from the increased reach and precise measurability of prDOOH. For brand-building, 83% are integrating social media with prDOOH, up 5 percentage points year-over-year in core markets.

In the five core markets, nearly all surveyed marketers (95%) acknowledge the benefits of dynamic creative optimisation (DCO) for prDOOH campaigns. Many are considering, testing, or actively using DCO to boost campaign effectiveness. The main advantages highlighted are creative flexibility (42%), improved relevance (40%), and optimised ad spend (38%).

The real-time adaptability of DCO drives its appeal, particularly in Australia (37%), the US (36%), and the UK (34%). This flexibility enables marketers to quickly respond to trends or events, enhancing the effectiveness of prDOOH campaigns.

On another note, VIOOH’s study also reveals that global advertisers and agencies are increasingly prioritising sustainability in their campaigns. The survey shows that 60% of marketers view sustainability as a key factor when investing in prDOOH.

Marketers in the UK (61%), Australia (65%), France (65%), and Brazil (65%) particularly favour prDOOH for its efficiency and sustainability. Its ability to reduce wasteful impressions by targeting specific audiences or conditions, along with its broad broadcast reach (62% for prDOOH vs. 58% for DOOH and 52% for OOH), enhances its appeal.

The increasing focus on sustainability, now a top-three priority for nearly a third of global marketers (31%), underscores a shift towards eco-conscious marketing practices. prDOOH stands out in this trend due to its clear sustainability advantages.

Jean-Christophe Conti, chief executive officer at VIOOH, said, “Globally marketers increasingly recognise prDOOH’s flexibility, dynamic creative opportunities, and sustainability benefits. We’re confident its growth will continue, and as this report indicates, we anticipate a 28% increase in prDOOH spending over the next 18 months, with significant budgets sourced from existing traditional and digital budgets, as well as entirely new budget allocations.”

Conti added, “The flexibility of programmatic buying has enabled marketers to seamlessly integrate prDOOH into their campaigns as part of broader multi-channel strategies, and we’re looking forward to continuing to drive the evolution of DOOH towards a programmatic, more integrated future in the media landscape.”

Japan – Nearly one-third of consumers in East Asia cite the ability to “order at any time, from anywhere” as a crucial factor driving their online shopping habits, a report by Euromonitor International revealed. 

The report highlights that increased high-speed internet availability and rapid urbanisation in East Asia have fuelled a strong demand for quick and efficient shopping solutions, significantly shaping the region’s evolving e-commerce landscape.

Sachi Kimura, consultant at Euromonitor International, said, “The demand for quick and efficient shopping solutions in the region is being driven by the tech-embracing, fast-paced nature of daily life in these three countries. E-commerce platforms are continuously evolving to meet the increasing need for convenience among consumers in East Asia.”

According to the report, East Asia remains a major player in global e-commerce, with China, Japan, and South Korea accounting for 87% of Asia Pacific’s e-commerce sales value and 40% of global sales value in 2023. Despite being mature markets, these countries are also projected to retain 85% of the region’s retail e-commerce sales by 2028.

As the ‘home of health and beauty,’ East Asia has demonstrated a strong presence in the online health and beauty sector. Notably, four of the top ten beauty and personal care companies, as well as six of the top ten consumer health companies, are based in the Asia Pacific region.

Moreover, the food and drink industries, which currently have lower online penetration, are experiencing growth as their e-commerce channels are still emerging and have significant potential for expansion.

The report found that South Korea experienced double-digit growth in 2023, driven by the relaxation of online retail regulations for traditional alcoholic products from local small breweries. In Japan, online retail of soft drinks grew by 14%, reflecting rising demand for bulk options and sustainably packaged bottled beverages.

Meanwhile, China showed a strong e-commerce presence in most fast-moving consumer goods (FMCG) spending, recording double-digit penetration online.

“Low penetration can suggest the product’s nature, and consumers’ preference is to shop in person. However, convenience seeking is pushing these categories towards online channels, with many opportunities lying ahead,” Kimura noted. 

Euromonitor’s report reveals that, in contrast to e-commerce leaders like the US and the UK, marketplace platforms dominate the East Asian e-commerce landscape. In China, the top two retailers, Tmall and Douyin, have together captured over 70% of the health and beauty online sales market share over the past two years.

Additionally, nearly half (47%) of consumers in China view social media influencers as a trusted source of health information, significantly higher than the global average of 34%. Furthermore, 27% of Chinese respondents reported that social media influenced their decision to take dietary supplements in 2023, compared to the global average of 16%.

Marketplaces also lead the health and beauty online sales in Japan and South Korea, with the top two e-commerce retailers—Amazon and Rakuten in Japan and Coupang and Naver in South Korea—maintaining a stable presence over the past two years.

The report highlighted significant growth potential in other online channels, particularly health and beauty specialist shops. For example, in South Korea, Olive Young is emerging as one of the leading health and beauty lifestyle platforms, offering exclusive brands and competitive prices. The retailer is also working on enhancing its consumer trust through rigorous merchandising standards.

Yang Hu, insights manager for health and beauty Asia at Euromonitor International, commented, “Digital marketplaces are constantly evolving. Through various channel sales, businesses can gain dynamic insights into market trends, consumer preferences, pricing strategies, and promotional tactics. This knowledge enables brands to identify gaps in the market, differentiate their offerings, and refine their own approach to stand out in a crowded digital landscape.”

Singapore – B2B campaigns that make a clear customer promise are three times more likely to boost market share and two-and-a-half times more likely to enhance brand health compared to those that don’t, according to research by WARC Advisory, The B2B Institute at LinkedIn, and strategy expert Roger Martin.

The report found that B2B campaigns with a clear customer promise are nearly three times more likely to drive market share growth than those without. These campaigns also showed higher increases in market penetration (44% vs. 36%) and revenue (30% vs. 20%).

Additionally, nearly half (47%) of the analysed B2B customer promise campaigns achieved significant improvements in key brand health metrics, including consideration, preference, purchase intent, and perceived quality. In contrast, only 19% of non-customer promise campaigns delivered similar results, making customer promises in B2B almost three times more likely to create a meaningful impact.

However, the research also revealed that less than one in five (18%) B2B campaigns made a customer promise, whether the goal was brand building or activation. This is notably lower than the 40% of B2C campaigns that included a customer promise.

This is a key area of focus, as the report suggests that making a customer promise presents a significant competitive opportunity for B2B brands. Given that B2B purchases are typically high-consideration and high-risk, often leading to long-term buyer-vendor relationships, the low adoption rate of customer promises is something worth looking into. 

Moreover, customer promises in B2B offer significant benefits for scaling brands or those with limited marketing budgets. The research found that B2B customer promise campaigns are particularly effective even with lower creative commitment—such as smaller budgets, shorter campaign durations, and fewer channels—providing valuable insights for organisations with constrained resources.

Paul Stringer, managing editor for research and advisory at WARC, said, “Customer promises can make brands familiar by being memorable, valuable, and deliverable. They can cut through the noise and messiness of decision-making by offering a clear and simple articulation of the value delivered by a brand to its customers. It sounds simple, but of course, there is a huge amount of work involved in designing and projecting a clear promise to the customer. We hope that after reading this paper, more B2B marketers will see the value of going on that journey.” 

Jann Martin Schwarz, founder of The B2B Institute at LinkedIn, also shared, “Brand is not just a “nice-to-have,” it is an essential full-funnel deal-closing advantage. And, while there are many definitions of ‘brand,’ making a clear promise of value to your customers is the most effective  

way to build your brand. Our research conclusively finds that across every category, a customer promise is far more effective than any other kind of brand promise. Our findings reveal that B2B campaigns that make a customer promise are 3x more likely to deliver increases in market share and 2.5x more likely to deliver increases in brand health.” 

Mimi Turner, head of EMEA and Latin America at the B2B Institute at LinkedIn, added, “The great problem for marketers is not that they don’t know what to do. It is that often they don’t have the money to do it. The huge advantage of putting a clear promise of value at the heart of a campaign is that marketers are virtually guaranteed to get better results without spending any extra money. Marketing is expensive. Customer promises are free.” 

“The findings show that lower-budget B2B Customer Promise campaigns are 1.7x more likely to increase brand health and 2.7x more likely to increase market share than higher-budget ones. For the first time, we are able to offer an effectiveness strategy that is budget-neutral and enhances meaningful marketing metrics,” Turner explained. 

Meanwhile, Roger Martin, CEO, Advisor, Strategist, and Author of Playing to Win, said, “Making a customer promise in a B2B campaign is much more important and impactful than in a B2C campaign across all important dimensions of performance. Yet the vast majority of B2B advertising campaigns are designed to be ineffective. And that creates a doom loop.” 

Singapore –Asia-Pacific destinations now occupy half of the top 10 trending hot spots that have demonstrated the greatest momentum among travellers, the report from the Mastercard Economics Institute showed. 

According to the report, APAC is home to half of the world’s top 10 trending tourism destinations, with Japan emerging at first, followed by Malaysia on sixth, Australia on seventh, South Korea on eighth, and Indonesia on tenth. This is measured and ranked by the change in share of tourism transactions over the past 12 months ending March 2024. 

Japan tops the trending list worldwide after welcoming a record-breaking 3 million visitors from abroad in March 2024. This is by far the country’s highest level ever, a huge feat considering the numbers are recorded even before the peak travel season begins. 

The country’s favourable exchange rate is expected to help it remain the clear tourism frontrunner throughout 2024, benefiting Japanese businesses catering to tourists and the local economy overall. 

While APAC’s trending destinations continue to capture attention, Mastercard reports a notable rebound in passenger traffic, especially for shorter, intra-regional trips to top summer spots like Bangkok, Kuala Lumpur, and Perth. Consequently, Thailand’s tourism is poised for a full recovery in 2024, with visitor arrivals now just 7% below pre-pandemic levels in 2019. Bangkok currently sits at number 7 among the summer holiday hot spots, ranking behind Bali at six and Tokyo, which is leading in APAC at second. 

The report also recorded Chinese mainland domestic tourism rebounding while outbound travel continues to recover. The country’s travel dynamic has been affected by more Chinese tourists prioritising domestic trips over international ones. As of writing, international tourism traffic leaving the Chinese mainland continues to recover and is now at 80.3% of 2019 levels. 

And while outbound travel from the Chinese mainland continues to recover, the report also revealed that more Indians are travelling than at any time in history. In the first three months of 2024, 97 million passengers travelled through Indian airports, a figure that would’ve taken a whole year to achieve 10 years ago. This rise in figures is driven by a burgeoning middle class, additional route capacity, and a strong desire to travel.

Another interesting piece of data Mastercard’s report has unveiled is that travellers to APAC are vacationing longer and prioritising experiences over purchases. Excluding ANZ, tourists in APAC in 2024 are extending their trips by an average of 1.2 days to a total duration of 7.4 days, motivated by the affordability of destinations, warm weather, and favourable exchange rates. 

Among the APAC destinations with the longest increase in trip duration between 2019 and 2024 are India (+2 days), Vietnam (+2 days), Indonesia (+1.9 days), and Japan (+1.4 days), largely due to their lower growth in hotel prices during this period compared to other markets. This longer stay generally translates to more spending per trip, which benefits local economies. 

Consumers globally are also continuing to prioritise experiences over material goods. This is playing out in the travel sector, as spending on experiences and nightlife totals 12% of tourism sales—the highest point in at least five years. Meanwhile, retail shopping is recovering at a slower pace. 

Australian tourists are found to be the highest spenders globally on experiences and nightlife. In 2024, Aussies will spend one of every five dollars (19%) on these activities, significantly higher than the global average (12%). Tourists from the Chinese mainland are also increasingly seeking out experiences, spending 10% on this category in 2024, up from 7% in 2023. 

Finally, Mastercard’s report reveals that while tourists today generally favour laid-back vibes, they still seek out luxury retail and fine dining when these offer exceptional value for money. Notably, luxury fashion sales saw a significant year-over-year increase in the year ending March 2024, with Japan experiencing a 152% rise and Hong Kong SAR a remarkable 208% surge. Hong Kong SAR’s late reopening in 2023 contributed to its growth, whereas Japan’s increase is driven by a weak yen and strong inbound tourism.

Australia, India, and Thailand now enjoy burgeoning fine dining scenes, leading to premium dining outperformance compared to casual dining, which remains dominant elsewhere. 

David Mann, chief economist for Asia Pacific at Mastercard, said, “Consumers in the Asia Pacific region have an intense desire and willingness to travel and are becoming increasingly savvy to ensure they get the best value and unforgettable experiences from their trips. For tourism authorities, retailers, and the hospitality and F&B sectors, the bottom line is that costs matter. In today’s economy, foreign exchange rates and spending power have become vital components in driving a traveller’s assessment of value when they are making their plans. This suggests that businesses targeting tourism dollars need to review their current  strategies and shift them if necessary to maintain their appeal to travellers.” 

“Amidst the evolving tourism landscape and continuing surge in travel throughout 2024, the Mastercard Economics Institute aids businesses and policymakers in translating macroeconomic forces and data insights into actionable strategies at the country, category, and company levels, in addition to counselling on possible scenarios and the implications they have on demand,” he added. 

Singapore – Around 82% of brands using AI to streamline workflows and automate content generation have experienced increased operational efficiency, market research by CleverTap revealed. 

CleverTap’s market research found that more than half, or 64%, of respondents use AI to build personalised experiences and content resonating with individual preferences at scale with real-time experimentation for optimal engagement. 

Meanwhile, 39% have leveraged AI for automated decision-making and taking more informed decisions by analysing large volumes of data, predicting outcomes, and strategizing for the next best action. 

The research further revealed that 54% of respondents have actually achieved faster content generation and campaign rollout with AI. 

In terms of adoption of AI by teams within a brand, 71.4% of respondents highlighted that AI capabilities are most extensively utilised by content teams, underscoring the pivotal role AI plays in content generation. 

Growth marketing teams follow at 57.1%, demonstrating a strong use of AI in strategizing and expanding marketing efforts. Central marketing and product teams also integrate AI into their operations, though to a lesser extent.

CleverTap found that brands today miss out on 4x higher conversions and improved business value due to inefficient AI adoption. This is why the all-in-one engagement platform recommends that brands in the early stages of AI adoption should strive to advance to more advanced levels. This progression involves transitioning from utilising AI solely for operational efficiency to harnessing it for personalisation, experimentation, and ultimately, strategic planning and decision-making.

Commenting on the report, Jacob Joseph, VP of data science at CleverTap, said, “AI is the catalyst reshaping every facet of today’s brands—from optimising operations and enriching customer engagement to revolutionising decision-making. The insights highlighted in our 2024 market research report offer a great strategic approach for brands at the initial stages of AI adoption. They should aim to progress, gain maturity, and achieve significant improvements in conversion rates and business value. After all, AI in customer engagement or in a tech stack is no longer just an enhancement but a necessity for a competitive advantage while addressing evolving customer expectations.”

Singapore – Deliveroo, a leading local delivery platform, has released key insights into Singapore’s brand loyalty trends, which spotlighted the importance of a strong delivery partner that goes beyond just fulfilling order delivery. Moreover, the data also noted that reliable delivery partners must ensure that F&B and grocery brands achieve the right market exposure while enhancing operations.

The findings revealed that on a quarterly basis, every 1 in 4 orders placed with partners are from customers who have ordered from the same restaurant at least 2-3 times. Additionally, 10% of orders represent customers who have ordered 4-5 times, while 5% consist of customers who have ordered 10 times or more.

In Deliveroo’s case, its partners were found to still consistently see almost half of its customer base with repeated orders (45%) across all months last year. 

For instance, popular Mexican fast food outlet Guzman Y Gomez achieved nearly 50% repeated orders out of their total, with the Burrito Bowl with Grilled Chicken proving to be a favourite among Guzman Y Gomez fans, emerging as the dish most repeatedly and frequently ordered by customers.

Moreover, The Daily Cut, yet another Deliveroo partner, recorded 60% repeated orders, with their National Day Bowl particularly well-received, seeing the highest number of repeated orders across the year. Subway also saw strong figures, with close to 80% of their orders being repeated orders. 

The insights also highlighted that the lunchtime period emerged as critical for partners, with almost 2 in 5 orders being repeated. This trend emphasises the importance of restaurants tailoring their offerings to ensure continued relevance and satisfaction, and matching the specific preferences of the lunch crowd.

From a geographic perspective, Mediapolis (45%), Raffles Place/Tanjong Pagar (34%), and Katong (29%) emerged as the top three key areas with the highest concentration of brand loyal customers in Singapore. Brands in the Raffles Place and Tanjong Pagar areas that reflected the most repeated orders are The Daily Cut, Guzman Y Gomez and Vios by Blu Kouzina, making up a significant proportion of the total highest number of repeated orders across Singapore.

“This demonstrates the value of concentrating their restaurant marketing and expansion endeavours in these regions, catering effectively to the needs of their loyal customer base, especially targeting the lunch time crowd. Not limited to market share, smaller scale F&B businesses such as Green Monster, Vios by Blu Kouzina and Two Men Bagel House were also found to have observed a significant amount of repeated orders across the year,” Deliveroo stated.

Lastly, the report also identified a sharp increase in non-food items (with 53% preferring to get non-food supplies on the app), with on-demand grocery partners such as Little Farms also receiving a spike in repeated orders, with 88% repeated orders across the year. In terms of top grocery items ordered, Wine Connection swept the top of the charts, with orders for its wines emerging as most frequently ordered items.

Jason Parke, general manager at Deliveroo Singapore said, “The insights gleaned from our data analysis provide invaluable guidance for partners looking to thrive in the competitive food delivery landscape. By understanding and adapting to consumer preferences, partners can cultivate strong brand loyalty and unlock new opportunities for growth. Deliveroo is dedicated to supporting partners every step of the way, enabling them to succeed in a continuously evolving market.”

Meanwhile, Jonathan Yang, CEO of Teyst Group, representing The Daily Cut, commented, “From promoting our brand’s deals and offerings to seamless delivery experiences, our partnership with Deliveroo has been vital to cultivating a loyal customer base that continues to return for our nutritious offerings.” 

Singapore – With Mother’s Day coming close, nearly two-thirds (64%) of Singaporeans think that it is an occasion to be celebrated, according to the latest data from marketing research firm YouGov. 

On the other hand, 15% of Singaporeans tend to believe that it is an occasion that people would not celebrate if it weren’t for social pressure from friends or family. A small percentage (5%) also tend to see it as more of a celebration due to pressure from brands.

Moreover, data from YouGov suggests that younger Singaporeans are more likely than older adults to consider Mother’s Day a legitimate event. 71% of Singaporeans who are Gen Z consider the day to be a proper occasion, compared to 24% who say otherwise.

This is in comparison to 62% of Gen X and 68% of baby boomers seeing Mother’s Day as a proper occasion, as do about 60% of millennials.

In general, Singaporeans were found more likely to believe that Mother’s Day is a proper celebration when compared to other days, such as, Father’s Day (61%), New Year’s eve (59%), dating anniversaries (28%), Valentine’s Day or International Women’s Day (24% each).

Only when compared to birthdays and wedding anniversaries, Singaporeans are less likely to consider it as a proper occasion for celebration. Thinking about the occasion this year, 55% of Singaporeans say they plan to celebrate Mother’s Day, with 41% of even those who believe Mother’s Day is celebrated because of social pressure intending to mark the day this year, as opposed to the 36% who will not.

When it comes to how they want the occasion celebrated, giving gifts is considered as the most ideal way to celebrate Mother’s Day (48%), followed by arranging an outing or vacation (46%), preparing a home cooked meal (40%), and taking over all household chores from them for a day (35%).

Comparatively, fewer Singaporeans consider giving a bouquet of flowers (28%), a heartfelt card (26%) or an amazing spa or wellness activity (21%) as a way to mark this special day.

Singapore – Southeast Asians are more active on social media than their global counterparts, and are now the world’s most active gamers, according to a report by creative agency We Are Social and social and media intelligence firm Meltwater. 

According to the report, social media users in Southeast Asia are all above the global average in terms of usage rate, and that the Philippines, Indonesia, and Vietnam took all three of the top spots in the latest rankings for percentage of internet users playing video games worldwide.

Going further into detail, this above average rate of social media use in Southeast Asia encompasses countries such as the Philippines, Indonesia, Malaysia, Thailand and Vietnam, with users in the Philippines notably spending 3 hours and 30 minutes each day on social media – an extra 1 hour and 10 minutes above the global average.

With the TikTok app, Southeast Asians surpass the global average time spent on TikTok which is 31 hours and 47 minutes, as Indonesia clocks in with 38h 24m, followed by Malaysia (38h 7m), Thailand (37h 18m), the Philippines (36h 49m), Vietnam (36h 16m), and Singapore (32h 59m).

Gaming is also very popular within the region, with Filipinos taking the top spot as 96.5% are seen as active gamers, followed by Indonesians (95.3%) and the Vietnamese (94.7%).

This prominence of usage in the area also extends to viewing video content as 97.4% of internet users in the Philippines watch TV via streaming services – above the global average of 92.7% and the second highest globally. Similarly, the nation tops watching music videos online (72.9%) and vlogs (49.9%). 

Other notable areas where Southeast Asians record higher than average is YouTube, wherein Thailand spends the second most time globally using YouTube’s app with 42 hours and 49 minutes each month, and podcasts, with nearly twice as many Indonesians (40.2%) listening to podcasts each week compared with their global counterparts.

The report also found out that Gen Z are the biggest users of search engines and email, as more than 83% of the demographic used a search engine in the past month, which is higher than any other age group. Young women, who are the biggest users of TikTok, are actually the most prolific users of search engines.

Lastly, despite assumptions about the generation, data shows that Gen Z is also the biggest users of email with around three-quarters using email each month.

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%).