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ASIA PACIFIC – December 9, 2013 – emarsys, a global leader in cloud-based marketing solutions, together with Econsultancy, a worldwide independent community-based publisher, has released a white paper report which takes an unbiased look at the role of marketing automation software within countries which collectively form Asia Pacific (APAC).
The Marketing Automation Best Practice Guide covers the technical and marketing elements of marketing automation and its potential uses and benefits across the region, emarsys said in a press release. It examines the specific challenges and opportunities, and includes interviews with key marketing automation users and APAC industry specialists to determine what challenges they face, the benefits of automation and best practices.
The Guide follows research published by Econsultancy earlier this year, which revealed that although a fifth of Asian companies anticipate increased investment in marketing automation technology in the next 12 months, there is still confusion among APAC marketers about what marketing automation is exactly and how it can be used to generate more qualified leads, increase win rates and allocate marketing budgets more effectively.
For marketing automation beginners, the Guide explores how to get started and includes best practices tips in three key areas: developing a marketing automation culture, choosing the right platform and getting programmes off the ground, for both B2B and B2C marketing.
Ohad Hecht, Managing Director APAC at emarsys, said, “As Asia-Pacific quickly moves into digitalisation, companies and brands strive to provide better engagement and experience across email, web, social and mobile channels. Hence next generation marketing needs to be thought of in the context of the full customer lifecycle with a focus on customer lifetime value – it’s only then that organisations will fully reap the rewards of marketing automation.”
He added, “At emarsys, we combine our knowledge, services and insights in a way that makes digital engagement for our clients more meaningful. Therefore we decided to join forces with Econsultancy, an authority within the digital space to offer best practices and our industry expertise to interested parties across Asia Pacific.”
Monica Savut, Econsultancy’s Research Manager and the report’s editor, said, “Some parts of Asia-Pacific still have a ‘comfort zone culture’ when it comes to digital and a significant skills gap that prevents companies from getting the maximum value from their investments. Although marketing automation is very much in a nascent stage in APAC, the market shows steady growth and increased adoption from a wide range of sectors.”
The Marketing Automation Best Practice Guide can be downloaded here.
