Dentsu Aegis Network launches an editorial white paper with the Economist Corporate Network on how technology is driving consumer engagement in the world’s most exciting markets.
The white paper looks at how new technologies are transforming the marketing profession at an unprecedented rate in Asia. In particular, it examines how the rise of mobile, social and e-commerce are converging to create powerful new platforms for engaging the region’s consumers.
Mobile penetration rates are rising rapidly in the region which is driving widespread internet connectivity and transforming consumer behaviour. Participation in social networks is deepening and spreading, and thereby re-wiring Asia’s digital landscape. In addition, e-commerce is expanding with China now the world’s largest e-commerce market. As these trends converge and combine, the nature of retail, distribution, marketing and consumer engagement is changing.
Arvind Sethumadhavan, chief innovation officer at Dentsu Aegis Network Asia Pacific, says: “We are living in a convergent world fueled by ecosystems and devices. This means people are connected in ways we could never imagine before.
“Asian markets are leading the adoption of mobile internet platforms and consequently we are witnessing a mobile-first approach in people’s behaviour and the solutions being developed. The acceleration of this convergent world in Asia creates great potential for businesses to seamlessly drive customers from the point of engagement to the point of transaction for sales. Companies need to view Asia as a pilot market to future proof their business models and a hotbed for innovation prototyping.”
Justin Wood, chief economist at the Economist Corporate Network, says: “Asia will play an ever more important role in shaping how global companies use digital platforms to engage consumers. In part this is thanks to the region’s scale: it has 57% of the world’s population, 58% of its mobile subscriptions and 53% of its internet users. Growth rates are important too: retail sales in Asia are forecast to grow by 4.5% a year for the next five years, against a world average of 3%. But equally, the region has many tech companies that are increasingly innovative, from Alibaba and FlipKart in e-commerce, to Samsung and Xiaomi in mobile, to Tencent and Weibo in social.”
The rise of mobile, social and e-commerce are having a profound impact on Asia’s consumers. The region is the fastest-growing part of the world and is also the most populous, making it the world’s most exciting consumer opportunity.
About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of eight global network brands – Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum and supported by its specialist/multi-market brands including Amnet, Amplifi, Data2Decisions, Mitchell Communications (PR), psLIVE and 360i. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 123 countries worldwide with over 27,000 dedicated specialists. www.dentsuaegisnetwork.com
About the Economist Corporate Network
Economist Corporate Network is the membership-based briefing and networking service from The Economist Group for senior executives seeking insight into economic and business trends across markets and regions.
Independent and thought-provoking, Economist Corporate Network provides members with the information, insight and interaction they need to succeed. Corporate Network is led by experts who share a profound knowledge and understanding of business issues. It has regional business groups in Asia-Pacific, Central and Eastern Europe, the Middle East and Africa. Through its tailored blend of interactive meetings and high-calibre research, Corporate Network delivers country-by-country, regional, global and industry-focused analysis on both current and forecast conditions.
For more information, contact: ecn_asia@economist.com
