Asia-Pacific marketers face hurdles to meet goals

Asia marketers face hurdles to goals

Social media, smartphones, the mobile Web, always-on access to information—these influences are changing the traditional relationship between businesses and customers. With more knowledgeable and digitally connected consumers, organizations the world over are pressured to meet increased customer expectations, provide a consistent experience across all channels of interaction (mobile, Web, bricks-andmortar, social, call center, etc.) and turn their vast amounts of structured and unstructured data into insights that enable personalized customer engagement.

These disruptive changes can be an opportunity to elevate the marketing function to a strategic role in helping businesses meet customer expectations in a digital world. But first, marketers need to secure a place at the leadership table, says Katharine Schäfli, director of Marketing Society, Asia, and clear away other organizational and technological obstacles. The Marketing Society plans to launch a chapter in Hong Kong to inspire bolder marketing leadership in Asia. In a recent LinkedIn poll of senior marketers in Australia/New Zealand and India, respondents revealed their top-of-mind concerns in fulfilling the marketing role.

Here is what the poll found:


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