* Businesses using an increasing number of 'touchpoints' to talk to consumers
* Yet only one in three marketers feels in control
* Businesses wasting time and resources on inefficient strategies
An ever-growing range of digital channels is providing businesses with countless ways to interact with customers, yet according to findings released today, less than a third (29%) of marketers in Japan feel in control of the consumer touchpoints available to them. The results highlight how businesses are struggling to manage their relationships with consumers and identify the strategies that deliver impact.
According to the results of Marketing Monitor, a new report released today from global insights consultancy TNS, confidence is lowest in the countries with the most advanced media ecosystems, highest internet penetration and the most complex and evolved digital lives. Japan is one of these countries, alongside Singapore (29%), whilst in Korea and New Zealand confidence is even lower, at 28% and 24% respectively. As people's digital lives become more complex, the challenge of integrating strategy across touchpoints is likely to grow.
It's clear that businesses in Japan have more ways of interacting with consumers than ever before - through traditional channels such as TV, print media and in-store experiences - but also through the explosion of digital touchpoints, especially those provided by social media channels, instant messaging (IM) platforms and mobile. The sheer number of touchpoints and their rapid multiplication is causing confusion amongst the ranks of marketers as they try to understand how their audiences are using them and how to leverage them effectively.
The research shows that many marketers are choosing to connect with consumers via digital. For example, 31% of those surveyed are using search marketing, 22% are using social media marketing and the same number (22%) are attempting to reach their audience through the creation of viral content. In addition, more traditional forms of marketing are still very much in demand, with 60% using PR activity, 38% employing the use of SMS deals, and one in four (24%) focusing on TV advertising.
However, when asked how they select the touchpoints they use, the results showed that there is no consensus on how to adapt strategies to cater to these ever-increasing options: almost one in four (23%) questioned are hedging their bets by spreading their budget across as many touchpoints as possible, 46% are focusing on the ones they know and a third (31%) experimenting with new ones. This demonstrates how many could be wasting resources on inefficient channels whilst trying to cover all bases, whilst others could be missing out on emerging touchpoints by sticking to what they know.
Nitin Nishandar, Regional Marketing Director, Brand and Communications for TNS in APAC says:
"Businesses are now focused on building a single view of the customer - tracking their audiences and their communications across every touchpoint, flexing every platform to meet a wide range of consumer needs, from research to purchase to customer service. It's therefore understandable that marketers want to be across as many platforms and touchpoints as possible.
"However, with new touchpoints entering the mix on a regular basis, large numbers of businesses are still seeking to identify the ones that deliver results most consistently. We know from TNS touchpoint research across a number of categories that, on average, 20% of the touchpoints used by a brand can have up to 80% of the impact. It's clear that brands need to be doing more to understand where to place their focus and budgets to get the most value."
Zoe Lawrence, Digital Director for TNS in APAC says:
"Digital has been a big driver in the explosion of touchpoints that marketers are grappling with. And with consumers adopting an ever-increasing range of digital platforms, it's a challenge for marketers to understand where to direct their efforts to avoid spreading their resources too thinly. It's important to focus the majority of their efforts on the touchpoints that they know will deliver brand equity that converts to sales, but to balance this with some experimentation on the newer digital touchpoints where consumers are spending time."
About Marketing Monitor
Marketing Monitor is based on responses from 2,250 marketing professionals across Asia Pacific. The study was carried out in July 2016. Marketers from across 11 countries were questioned: Singapore, Thailand, India, China, Indonesia, Malaysia, Australia, Philippines, Japan, New Zealand, and South Korea.
TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world's consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world. TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information. P>
Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com
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