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RESEARCH, ANALYSIS & TRENDS

also email - nearly two-thirds (64%) Opportunities abound for history (55%).
of respondents have purchased businesses “While most companies recognize
something as a result of promotion- the benefits of a multi-channel and
al content they received via email. With only 10% of respondents indi- multi-touch point approach, the
cating that they do not wish to re- challenge is to provide content that
This is followed by social media at ceive any promotion content, there is sufficiently interesting and rele-
53% especially in Thailand (65%), is still a huge opportunity for mar- vant to the audience,” Sim empha-
Indonesia (63%) and Malaysia keters to reach out to consumers. sized.
(62%). Content from SMS and so- The need for mobile responsive
cial chat apps like LINE and mails, content marketing and place- “Businesses and marketers need to
WeChat are also largely successful ment is greater than ever against relook at their marketing strategies
in driving purchases (both 39%). today’s increasingly crowded digital to ensure sufficient engagement
space. occurs across key channels without
Surprisingly, despite being highly sacrificing consistency and cohe-
connected, consumers in Singapore Key to this would be the refinement sion in their messages.”
were found to be the least respon- of personalization strategies across
sive to marketing content across devices and channel with more For a copy of the report, please go
channels such as social chat (19%) than half of the respondents show- to http://www.experian.com.sg/
and mobile applications (27%), ing positive sentiments towards marketing-services/researchreports/
while email remains as a key driver receiving content based on their digital-consumer-view-asia-
for purchase (60%). purchase history (59%), delivery 2015.html ◊
options (57%), and recently viewed

10 Asian eMarketing - November 2015 eCommerce & Customer Lifetime
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