ADA survey predicts bleak 2020 for SE Asia marketers with sluggish growth, barely adequate budgets

A survey of 200 marketers across South East Asia has revealed that over 76% of them expect new customer growth to be slow (46.1%) or stagnant (30.1%). The report comes from data science specialist agency ADA, which is owned by Malaysian telco Axiata. The ‘2020 Outlook For South East Asian Marketers’ report  was based on the data of over 280 million consumer profiles and a survey of 200 decision makers, brands, marketers and industry observers within the region. 

The outlook remained bleak in questions surrounding the marketing budget. Only 8.2% believed they had more than enough. Of the remainder, a vast majority (68%) said that it was “just enough but sacrifices were needed” while 23.8% believed it was not enough.

Not surprisingly, there were few takers when it came to foreseeing rapid growth for their countries (10.2%), while 8.3% expected an economic downturn. The bulk believed there would be slow to modest or moderate growth. ADA recommended marketers harness data better, ramp up the emotional appeals, invest in brand building – given that 62% of consumers claimed to be brand loyal – and that a relatively low clutter period was a great chance to steal the spotlight. 

ADA CEO Srinivas Gattemneni said: “Our survey revealed that 54% of marketers are expecting the region to experience slow to modest growth – this is consistent with the current global economic outlook.

“However, the majority are positive that they will be able to make the most of this, albeit in creative ways.

“2020 is set to be an interesting year. Brands who understand consumer trends during times like these, and are armed with the right data, insights and strategy, can use this opportunity to steal the spotlight.

“While some companies will tighten their belts, others will invest in cherry-picked efforts to surge ahead of their competition.” The full report can be read here


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