Digital Marketing Maturity – A $200 BILLION VALUE UNLOCK OPPORTUNITY
Digital proliferation in Asia Pacific is happening at an accelerated rate—Asia Pacific accounted for approximately 70 percent of the growth in global internet users in 2019 and is home to more than half of all global digital video viewers at 1.4 billion
Digital, hence is emerging as the standard marketing channel in the Asia Pacific region across the marketing funnel. It is also becoming a significant channel for sales—six of the top 10 fastest-growing e-commerce countries in 2019 hail from the Asia Pacific region, led by India and the Philippines (more than 30 percent growth), followed by China, Malaysia, Indonesia, and South Korea . Asia Pacific consumers are increasingly demanding personalization, they expect brands to connect with relevant messages at a time and place of convenience, but at the same time expect their privacy to be respected
To capture the nature of digital evolution and to help brands realize the full potential of digital marketing, BCG and Google launched an in-depth ‘Digital Marketing Maturity (DMM)’ study followed by adeep-dive into how brands are using first-party data and what impact this has on their marketing effectiveness and overall business success. This study was conducted with participation from over 160 brands across 10 industries in the Asia Pacific countries of Australia, Hong Kong, India, Indonesia, New Zealand, Philippines, Singapore, Taiwan, Thailand and Vietnam.
We invite you to download this case study and go though it to learn more about “First-Party Data, it’s Responsibility Imperative, and Unlocking its Full Potential”
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