Clients in Southeast Asia Demand More from Marketing Efforts - eMarketer
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Clients in Southeast Asia Demand More from Marketing Efforts

A perception of poor agency capabilities and a lack of measurement tools holds back investment

March 29, 2016

A recent assessment of client-side marketer satisfaction in Southeast Asia suggests the available marketing tools and agencies in the region are not living up to expectations. The February 2016 study by the World Federation of Advertisers (WFA), which surveyed 100 global, regional and local client-side marketers across 66 companies, points out several areas of perceived underperformance.

Primary Attitude Toward Agency Capabilities Among Client-Side Marketers in Southeast Asia*, by Agency Type, Feb 2016 (% of respondents)

One complaint is the capability of digital, creative and PR agencies in the region. More than 60% of client-side marketers ranked the capability of PR agencies as either "poor" or "average." Digital and creative agencies received similarly poor marks, with more than 50% of client-side marketers rating them as "poor" or "average."

Agency partners weren't the only guilty party according to client-side marketers. The WFA survey also suggest failures in media audience measurement are holding back further investment. When examining client-side marketers' attitudes on various marketing trends, the WFA found that nearly 60% either "agree" or "agree strongly" that the lack of robust media audience measurement data is holding back investment.

Attitudes Toward ROI and Audience Measurement Among Client-Side Marketers in Southeast Asia*, Feb 2016 (% of respondents)

In trying to understand what tools client-side marketers currently use to measure success, many report they rely on internal sales data, brand tracking and media tracking. WFA's survey found that 79% of client-side marketers in Southeast Asia used internal sales data, while 74% used brand and media tracking tools.

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