SYDNEY, AUSTRALIA - November 15, 2012 Constellation Research, Inc. the research and advisory firm focused on disruptive technologies announced today the publication of "Digital Disruption: Five Lessons from Asia Pacific's Digital Trajectory", a new trend report authored by Gavin Heaton which details how marketing leaders can adapt mobile and social innovation across Asia Pacific to their own market conditions.
This report reveals:
- Consumer adoption is disrupting patterns of media consumption and transforming the buyer’s journey
- Digital adoption will drive marketers’ thirst for mobile solutions
- The shift to digital requires a re-casting of the marketing funnel
With nearly ubiquitous adoption of mobile phones across Asia Pacific, Heaton argues that patterns of mobile and social adoption will shape marketing strategy, technology and campaign execution not only in Asia but across the globe.
"This is not a long term vision", says Heaton, "this transformation is already upon us. The opportunity for CMOs is to move now, shadow and then out-innovate their Asia Pacific counterparts".
We have long proclaimed that "this will be the year of mobile". In 2013, the rubber of this over-inflated promise will hit the road. Consumers have shifted their attention away from the PC and even the laptop - and marketers are grossly underprepared.
Connected consumers have expectations of a ubiquitous brand experience. They discover, debate and decide on the products and services they purchase ahead of the marketing funnel. And they do so independent of the marketing channels they are consuming. This "channel blindness" is both an opportunity and a threat to CMOs. This report presents five clear insights from a market that has already shifted to the mobile device as the "first screen". Marketing leaders make immediate preparations ahead of Q1 2013 or risk chasing the tail of their competitors as market conditions improve next year.
The Report
More information about "Digital Disruption: Five Lessons from Asia Pacific's Digital Trajectory" can be found here: http://constellationrg.com/research/2012/11/digital-disruption-five-less...
ABOUT Gavin Heaton
Gavin Heaton is Vice President and Principal Analyst focusing on enterprise technology innovation, digital strategy and customer engagement. Gavin's current research focuses on the changing role and expectations of CMOs, the fusion of marketing channels and change-driven marketing innovation. Heaton’s research and advisory enables clients to take advantage of the convergence of media, technology, brands, and business.
DIGITAL MARKETING TRANSFORMATION
Digital Marketing Transformation is the newest business-focused research theme at Constellation Research, Inc. The C-suite is realizing the futility of remaining analog in a digital world. CMOs can no longer live in the campaign to lead process - CMOs must also involve themselves in big data and analytics, social and community building, reputation, and loyalty. The future is real time convergence and its name is digital.
Lead analyst: Gavin Heaton
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