Asia as a region continues to grow in stature and importance. While the rise of India and China has been well-documented, Indonesia and Vietnam are strong performers in recent times. When it comes to advertising, ad expenditure in the region is growing at close to 7% and is now second only to North America. With the spotlight on Asia becoming even more intense, optimising advertising ROI remains a hot topic among marketers. With a number of markets in Asia having seen significant evolution and exposure to advertising and brands in recent years, there is a need to 'refresh' this work to assess if the clusters still hold in today's context.
The dreaded 'f' word (fragmentation) and pressures on budgets are the only two irrefutable facts in today's uncertain world of marketing. This isn't news but there is a greater need than ever to clearly establish priorities of marketing investment. This paper outlines a new consumer-centric framework that addresses issues of channel planning and budget allocation by bridging the world of consumer and shopper to quantify the role and influence of each touchpoint along a consumer's journey to purchase; and measuring the impact of all potential brand touchpoints - from advertising to non-advertising, from traditional to digital media, from word of mouth to point-of-purchase.