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Albeit more ways to interact, marketers still feel a bit at loss

Only one in every three marketers in China feels in control of the consumer touchpoints despite the ever-growing range of digital channels through which consumers are interacting with businesses and brands in their everyday life, a latest finding showed.

Businesses are struggling to manage their relationships with consumers and identify influential strategies, with people’s digital lives become more complex, the challenge of integrating strategy across touchpoints is also likely to grow, according to a survey of 2,250 marketing professionals in the Asia Pacific region in July by insights consultancy TNS.

Marketers’ confidence is lowest in the countries with the most advanced media ecosystems, highest internet penetration and the most complex and evolved digital lives, as the sheer number of touchpoints and their rapid evolvement 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.

For example, 29 percent of respondents in China are using search marketing, 38 percent are turning to social media marketing and 12 percent are attempting to reach their audience through the creation of viral content.

Meanwhile, traditional forms of marketing are still very much in demand, with as many as 79 percent using public relations activity, 52 percent employing the use of SMS deals, and 38 percent focusing on TV advertising.

According to the survey, 41 percent marketers in China are focusing on touch points they’re familiar with and 43 percent are experimenting with new ones, while 16 percent of them are hedging their bets by spreading their budget across as many touchpoints as possible.

“With a more sophisticated digital landscape that is different from other markets, brands have a lot to experiment in China, along with opportunities that can help maximize the return if brands have a well-crafted touchpoints strategy”, comments Deepender Rana, CEO of TNS China.

Zoe Lawrence, Digital Director for APAC at TNS, said: “Digital has been a big driver in the explosion of touchpoints that marketers are grappling with and it’s a challenge for marketers to understand where to direct their efforts to avoid spreading their resources too thinly.”


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