Singapore, 1 March 2016

However, of the ones who are using marketing automation, 88% of company marketers (57% of the total) say that they only have a ‘basic’ marketing automation capability and 86% of agency respondents (63% of the total) felt the same about their clients.

This is a key finding from the State of Email and Marketing Automation in South-East Asia report, which found that marketing automation is seen as a priority for many marketers, but there are plenty of barriers in place. When asked what challenges they were facing in implementing an automation strategy, integrating data was the most significant barrier for 37% of client-side marketers and among the top three for agency respondents.

It is perhaps not surprising that adoption rates for marketing automation are currently relatively low, when a unified database – essential for the process – is present in only one in four companies (26%) and one in six (16%) of agency clients.

The report, published by Econsultancy in partnership with IBM Marketing Cloud, is based on a survey of more than 500 client-side marketers and agency respondents based in South-East Asia, mainly Singapore, Indonesia, Malaysia, The Philippines and Thailand.

When it comes to email marketing, 63% of company respondents and 67% of agencies believe they (or their clients) have only achieved ‘average’ performance with email campaigns. The biggest barrier in this area, according to respondents, is the quality of the email database, with almost half (47%) of client-side marketers reporting this is the case.

Jefrey Gomez, Managing Director, Asia Pacific at Econsultancy, said: “Successful marketing automation programmes can bring efficiency and coherence to marketing campaigns, but there are plenty of barriers to overcome when it comes to integration. Companies are dealing with legacy systems, or multiple data management systems which do not match up or provide a clear single customer view. With marketers planning to place more focus on marketing automation in 2016, we should hopefully start to see wider adoption of systematised email and marketing automation.”

Other findings from the report include:

-) Only 11% of company and 14% of agency respondents (or their clients) have a single platform allowing them to manage data across multiple channels.

-) Around half (50% of companies and 55% of agencies) of respondents reported that the ROI from their email marketing was only ‘average’. Only 29% of company marketers and 36% of agency respondents deemed their (or their clients’) ROI as either ‘good’ or ‘excellent’.

-) Spend on email marketing accounts for less than a fifth of marketing budgets for 82% of client-side marketers. Nearly three in five (58%) of client-side marketers plan to increase spend in this area in 2016.

-) Half (51%) of marketers surveyed are using basic marketing automation techniques such as automated or triggered email messaging.

-) Just over one in ten (12%) client-side marketers are outsourcing the management of marketing automation systems to an agency.

Get this report

The full report is available on the Econsultancy website here:

The report is available to Econsultancy subscribers.

For more information about this report, contact:
Monica Savut, Senior Research Manager, Econsultancy
monica AT
+44 (0) 207 970 4138

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Published on: 2:00AM on 1st March 2016