5 September, 2016
Hundreds of new ways to speak to customers, businesses in Australia struggling to master them
- 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, only one in three (30%) marketers in Australia feels 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. Less than a third (29%) of marketers in Singapore and Japan feel in control of their touchpoint management, 28% in Korea and one in four (24%) in New Zealand. 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 Asia Pacific 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, 38% of those surveyed are using search marketing, 39% are using social media marketing and 38% 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 two thirds (67%) using PR activity, 47% employing the use of SMS deals, and 39% 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: one in four (27%) questioned are hedging their bets by spreading their budget across as many touchpoints as possible, 37% are focusing on the ones they know and a third (36%) 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.”
TNS is part of WPP AUNZ, Australasia’s leading marketing content and communications group.
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