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4 December 2013 – Econsultancy today announced the release of a new best practice guide, which explores the specific challenges, opportunities and implementation best practice relating to marketing automation in Asia-Pacific. The report, sponsored by emarsys, is essential reading for marketers based in Asia who want to have a clear understanding of customer journeys in their target markets and interact with them across the entire sales funnel.
Research published by Econsultancy earlier this year revealed that a fifth (21%) of Asian companies anticipate increased investment in marketing automation technology over the next 12 months.
However, there still remains some confusion among APAC marketers about what marketing automation is exactly and how it can be used to generate more qualified leads, increase win rates and allocate marketing budgets more effectively. For the most part, marketing automation is still perceived to be about purely customising the brand’s content and messaging.
To help marketers understand what marketing automation entails and the region-specific factors they need to take into account when optimising their marketing processes, the report includes insights from marketing and technology specialists across the region on what specific strategies and tactics have been most successful for them, as well as the key challenges they faced when implementing their marketing automation programmes.
The guide also looks at how marketers can get started with marketing automation and includes best practices tips in three key areas: developing a marketing automation culture, choosing the right platform and getting programmes off the ground.
Ohad Hecht, Managing Director APAC at emarsys, said: "As Asia-Pacific quickly moves into digitalisation, companies and brands strive to provide better engagement and experience across email, web, social and mobile channels. Hence next generation marketing needs to be thought of in the context of the full customer lifecycle with a focus on customer lifetime value – it’s only then that organisations will fully reap the rewards of marketing automation."
He added: "At emarsys, we combine our knowledge, services and insights in a way that makes digital engagement for our clients more meaningful. Therefore we decided to join forces with Econsultancy, an authority within the digital space to offer best practices and our industry expertise to interested parties across Asia Pacific."
Monica Savut, Econsultancy’s Research Manager and the report’s editor, said: "Some parts of Asia-Pacific still have a ‘comfort zone culture’ when it comes to digital and a significant skills gap that prevents companies from getting the maximum value from their investments. Although marketing automation is very much in a nascent stage in APAC, the market shows steady growth and increased adoption from a wide range of sectors."
The report complements Econsultancy's highly popular Marketing Automation Best Practices report and Marketing Automation Buyer’s Guide.
The Marketing Automation in Asia-Pacific Best Practice Guide is available for Econsultancy subscribers to download here:
For more information about this report, contact:
Monica Savut, Research Manager, Econsultancy
monica.savut AT econsultancy.com
Econsultancy helps clients achieve digital marketing and ecommerce excellence through access to intelligence and capabilities development resources. These include premium subscriptions, research, training and elearning, consulting and events. Founded in 1999 and with over 200,000 registered users worldwide, Econsultancy is a leading authority in its field. Every day, it enables clients to make better decisions, find the best suppliers, look smart in meetings and accelerate the growth of their organisations through digital.
emarsys is the engine of some of the world’s smartest marketing. We have over 1000 clients across the globe, including industry leaders such as Canon, Air New Zealand, Payback, Volvo, and SCMP. Together, we segment and analyse 1 billion customer records and send over 6 billion personalised emails every month through our technology.
Founded in 2000 in Vienna, Austria, emarsys is one of the fastest growing companies in the industry. It now has 400 employees in 13 locations with clients in 120 countries.
Our vision is that consumers will love the way emarsys clients treat and communicate with them and will reward them with unsurpassed loyalty and revenue.
Published on: 2:15AM on 4th December 2013