Marketing Communications: Asian Trends in 2016
It’s important to recognise the trends in your industry to keep up with the competition, and with marketing communications this is no different. From the latest research conducted by VMAGROUP, there are many trends to be observed in Asia offering insights into how the discipline of marketing communications is going to develop and evolve moving into 2017. Whether you’re considering an extensive reconstruction or a few slight tweaks to your Marketing Communications strategy, keeping abreast of the latest trends is crucial and will heavily inform your subsequent actions.
Asian marketing communication trends
There are a number of interesting and insightful trends that can be observed in Asia:
Adopting a regional approach
Back in 2013, 35% of professionals in Marketing Communications reported that their jobs were primarily country-focused as opposed to on a regional or global scale. By 2015 this number had more than halved to just 15%, showing that companies are beginning to adopt a different approach to Marketing Communications.
With the percentage of those working on a global scale staying consistent, there was a sharp rise in professionals working in regional-focused roles with percentages shooting up from 51% in 2013 to 72% in 2015. Industry experts have surmised that many companies are feeling a strain on resources and are doing their best to compensate by widening role responsibilities.
Resources are tight
Another key trend observed in Asia is the fact that many professionals in Marketing Communications believe they are under-funded. Compared to 37% of professionals believing that their budget was appropriate in 2014, the number has gone up to close to half in 2015 with 49% feeling that their budget was inadequate. This has also negatively impacted on job security, as many more in the industry are not feeling as secure in their jobs as in previous years.
There have been noticeable changes in the way Marketing Communications professionals view the key skills and competencies required in the role to succeed, perhaps reflecting the evolution of the sector as a whole. Some skills such as creativity and branding appear to be more important in the modern day, although perhaps the most revealing insight is that professionals in the sector are required to become increasingly versatile and multi-skilled in their competencies.
Of all the various departments in a company, it can be difficult to have the ear of those in leadership positions. However, Marketing Communications is held in such high esteem that it ranks as the second most prominent sector of a company when it comes to accessing the CEO.
Can trends always be trusted?
The short answer is no, as not all trends can be trusted unconditionally. But for the most part they offer a valuable look into the inner workings of a particular sector, so at the very least they provide intelligence to factor in when making key decisions.
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