iProspect launches report on modern marketing

Tan Kien Eng, group CEO of Dentsu Malaysia, said: “Marketers need to remain focused on long term sustainable growth by winning, keeping, and growing their best customers."

KUALA LUMPUR: iProspect, a dentsu company, has launched Future Focus 2021: Brands Accelerated report as the essential read for conscientious marketers seeking to explore and exploit the latest consumer and industry advancements for brand growth.

The 75 plus page report addresses some of the most pressing aspects of modern marketing including: the battle for attention, wholesale changes in data privacy, and the emergence of assisted commerce.

Combining evidence-based research with interviews and responses from over 200 brand marketers in 29 countries, the Brands Accelerated report delves deep into the challenges and opportunities faced in the current global climate and within the immediate media landscape.

And, convenience and relevancy of media to the consumer is key, as 61% of marketers, polled for the report, considered ‘building a highly convenient experience for the consumer’ as the most powerful lever to generate business growth.

Although this is the sixth edition of the Future Focus series, this is the first large scale report released by iProspect since it launched as a new digital-first end to end media agency last month and its content typifies the intricacies of bringing brand and performance together to achieve growth.

Tan Kien Eng, group CEO of Dentsu Malaysia, said: “Marketers need to remain focused on long term sustainable growth by winning, keeping, and growing their best customers.

“Chief marketing officers (CMOs) should be able to use the report as their playbook for unlocking growth at the intersections of media, data, commerce, and culture.”

Dheeraj Raina, media CEO of dentsu Malaysia, addded: In the current Malaysian digital economy, inspiration is abundant and constant, but attention is scarce.

“It is the act of great balance between brand storytelling and performance mindset that unlocks the true and meaningful growth for brands.

“This is what we strive to deliver for our clients in Malaysia through the new iProspect.”

The findings showed that around two in five marketers (42%) still think the linear path to purchase is as relevant today as it was decades ago, despite the rise of digital.

While at the same time 32% of marketers feel that expanding commerce capabilities was important for the 2021 roadmap, however 26% see this as one of the most difficult challenges to face this year.

In addition to discussing and dissecting the impact of major global industry trends and innovations, the report spotlights the relevancy and opportunity for brands, regardless of sector, to capitalise on these seismic shifts in the media landscape.

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