An ever-growing range of digital channels is providing businesses with countless ways to interact with customers, yet according to findings released today, less than a third (29%) of marketers in Singapore feel in control of the consumer touchpoints available to them. The results highlight how businesses are struggling to manage their relationships with consumers and identify the strategies that deliver impact.

According to the results of Marketing Monitor, a new report released today from global insights consultancy Kantar TNS, confidence is lowest in the countries with the most advanced media ecosystems, highest internet penetration and the most complex and evolved digital lives. Singapore is one of these countries, alongside Japan (29%), whilst in Korea and New Zealand confidence is even lower, at 28% and 24% respectively. As people’s digital lives become more complex, the challenge of integrating strategy across touchpoints is likely to grow. 


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