
Digital Marketing Trends in 2023
CIO Review APAC | Monday, January 23, 2023

Consumer behaviour nowadays is impacted by a number of important developments as people alter their priorities. Here's shedding some light on the APAC marketing trends, issues, and problems that brands and marketers should expect in 2023 and beyond.
FREMONT, CA: With the arrival of the pandemic, global industries have adopted a more curated, organised, and practical strategy–digital marketing. Being home to more than half the population, Asia Pacific is the world’s fastest-growing market in this domain. The versatility and diverse nature of the APAC regions although demand a distinct marketing approach. Digital marketing could be complex in APAC since adapting to different local cultures and choosing the right channel is challenging.
The shift in marketing increased the opportunity for brands to expand their existing audience. People staying in during the pandemic increased the popularity of over-the-top (OTT) and connected TV (CTV) gadgets. As the trend still prevails, advertising through these devices can benefit businesses.
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Staying consistent in the market is a challenge digital marketers faces. One among five formations in the APAC region reckons customer experience (CX) to be a demarcating factor that helps the organisation stand out among its competitors. Hence, brands have started giving more prominence to the customer journey and improved focus on their products and services by keeping customer demands in mind.
Several Asia-Pacific brands are strengthening their games by delivering relevant and personalised online experiences. Their focus on first-party data, including demographics and audience interests, web and app transactions, environmental signals, and CRM data, help steer effective marketing. Instead of adopting a general approach, first-party data enables brands to be more specific about customer needs.
At least for some customers, offline shopping remains a priority despite the lift in online shopping frequency during the last two years. Studies state that consumers in Asia equally prefer online and in-store means of purchasing. This challenges brands to be more multi-channeled and to solidify their presence in both mediums.
Besides increased sanitation, another change expected in an in-store shopping experience at this era is the mode of payment. Digital transaction, a tool that allows customers to pay electronically, aids in accelerating and securing the entire purchasing experience that in turn increases the confidence of customers.
The unbounded trust consumers have in local brands in APAC also contributes to the challenges that western brands face. Though almost half of the population favours global brands, the rest is still biassed toward their native products.
Despite these popular convictions, Asian consumers have a strong preference for western brands. These consumers tend to hold the notion that innovation is the key to success, giving western firms hope. Building a successful brand today involves spreading optimism and positivity.
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