The Untold Story of Women in MarTech (APAC) : "SHE" Runs The World But The World Isn't Noticing Enough

Close your eyes. Picture the bustling marketplaces of Shanghai, the sun-drenched beaches of Bali, the tech haven of Seoul. Now, imagine a force even more vibrant coursing through this vast continent: the power of women in Asia-Pacific (APAC) in MarTech Industry.

“79% of women in APAC do not feel represented in Ads” - Think with Google

Not just as consumers, but as creators, influencers, and marketing masterminds.? This isn't some utopian vision; it's the untapped potential of 2.1 billion women waiting to be unleashed and revolutionise the marketing landscape.

Here's the reality check that might sting:

• By 2030, women in APAC are projected to be the biggest global spenders, wielding a whopping $4.5 trillion in annual purchasing power.? Imagine a continent where half the population holds the purse strings, and marketing strategies are still missing the mark! - Think With Google
• Yet, a staggering 79% of women in APAC feel like they're watching a foreign film when it comes to advertising. The stories, the characters, the very essence of the message – none of it resonates.?

"While East Asia and the Pacific achieved a promising gender parity score of 69% in 2022, significant invisible barriers still hold women back." - World Economic Forum

Campaign “Sriya Lenka's journey, from start to stage, proved that there are no boundaries (or borders) to dreaming. By starting with the smallest of questions, she not only found answers, but also her voice as India's first K-pop idol. #BolneSeSabHoga”

It's like creating a concert with half the seats empty. It doesn't make sense, and it certainly doesn't lead to sold-out shows.

Despite 40% of women actively shaping financial decisions, a mere 10% of influencer content in these sectors comes from women. This disparity is even starker for women of color, highlighting the urgent need for diverse representation in marketing.

But here's the good news that should have you jumping for joy: There are ways to bridge this gap and unlock the true marketing potential of APAC's women.

• Imagine the impact of campaigns that speak directly to the hearts and minds of female consumers.? Think Google India's phenomenal #BolneSeSabHoga campaign.? They recognized the literacy barrier for many women and empowered them to access the internet using Google Voice Search. It wasn't just a marketing campaign; it was a bridge, breaking down a wall and opening a world of opportunity.

“Only 5% of women in Singapore say they are familiar with Digital marketing”

• Imagine the power of authentic female voices leading the conversation. Right now, only 24% of women influencers have graced our screens in the past two decades.? That's a deafening silence.? Partnering with inspiring creators like Andrea Angeles and Mommy Haidee (FWD Life Philippines) isn't just good marketing; it's fostering trust and connection with a massive audience segment they inherently understand.
• Imagine the future where women aren't just the target audience but the marketing powerhouses crafting the strategies.? Time constraints due to caregiving responsibilities often hold women back.? Initiatives like Google's DigiPivot (India) offer flexible learning to bridge the digital skills gap, empowering women to take their rightful place at the marketing table.

This isn't just about fairness, it's about smart business with a neon sign flashing "opportunity."? By including women in marketing insights, strategies, and upskilling programs, businesses can unlock a force for growth that's been invisible for far too long.

The future of APAC marketing is brimming with potential, but only if we rewrite the narrative.? Let's create a marketing landscape that reflects the vibrant reality of women's impact in APAC. Let's listen, empower, and celebrate the power that runs more than half the world.?

Because when women win, everybody wins.

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Ruhbir Singh