Driving marketing value in times of Transformation - New research reveals top marketing priorities for senior leaders in Asia.

A new study by Construct Digital has found that amid rapid change, senior marketing leaders in Asia rank results and performance as their top priority, followed by brand health and return on marketing investment. While remaining laser-focused on these key metrics, marketers also crave fresh thinking to evolve strategies. The research provides a roadmap for Asia CMOs to drive value by combining pragmatism and creative zeal.

Based on these insights, here are five ways we at Construct Digital believe marketers can drive increasing value during marketing transformation:

Make results and performance your True North

Marketers must set clear KPIs across every initiative, campaign, and channel. Whether it be awareness, engagement, conversions, or growth - metrics matter. Track performance vigilantly using marketing analytics and optimisation. Regular business reviews, reports, and dashboards will keep results top of mind. This performance focus will enable agility, as marketers shift strategies and budgets to tactics that work.

Protect and promote your brand’s relevance

As markets transform, brands must resonate with changing customer needs. Marketers should re-evaluate target audiences, value propositions, messaging, and experiences. Look for insights that reveal how to improve brand relevance. Refresh creative, content, and campaigns accordingly. Marketing's charter is to safeguard brand equity while identifying new opportunities to increase value.

Obsess about your Marketing ROI

Return on investment must be part of marketing's mindset. Determine ROI baselines and set goals for improvement. Factor ROI into campaign budgets, resource allocation, and performance reviews. Proactively pitch marketing's financial impact and progress to executives. Learn new ways to quantify value like multi-touch attribution. Make marketing accountable for results that raise measurable ROI.

Build confidence through governance

Marketers should institute processes that create confidence in achieving outcomes. Document plans, standardise workflows, establish guidelines, and implement performance management rigour. Enable transparency through regular reviews and reports. Seek feedback from stakeholders and course correct quickly. Consistency, communication and accountability breed confidence in volatile times.

Unleash fresh thinking and ideas

The desire for fresh thinking reveals openness to true transformation. Marketers should feel empowered to challenge orthodoxies in smart, incremental ways. Seek inspiration outside the industry and test innovative strategies. Pilot new technologies, collaborate across functions, and learn from startups. Use talent and training to expand your capabilities. And welcome bold ideas and create a culture of experimentation.

As this research reveals, the path to marketing transformation requires focus and fearlessness in equal measure. By combining pragmatism with creative zeal, Asia CMOs can maintain solid footing while propelling marketing into a new future. They can fulfil their mandate to drive results, brand value and ROI amidst rapid change. Our study shows that Asia's senior marketing leaders are up for this challenge. With the strategies outlined above, marketing chiefs can navigate change with the confidence to drive increasing value. Construct Digital stands ready to partner on this journey of marketing transformation