John Burson 
edited Thursday, September 21, 2023

Marketing automation technology in Asia has two implications: what marketers know can be done and what organizations can, and are willing to do.” This is according to Martin Hiesboeck, a digital marketing director.

Let’s look at the use of marketing automation technology in Asia, the challenges of accepting it and the possibilities it brings.

Where the Marketers Stand

As Hiesboeck notes, most international agencies try to emulate top marketers in the Western countries for the latest strategies and trends. They are aware of the current automation tools like CoSchedule and HubSpot and they know how to utilize Google Analytics as well as using the Facebook Pixel to address custom audiences.

“They know the importance of a personalized Snapchat account to their brand. And they know that one can use Commerce Connector to make people buy products, instead of crouching behind a brand’s website, “notes Hiesboeck.

Why Many Asian Companies Are Not Embracing Digital Technology

Tools such as marketing automation originate from the US, and many Asian marketers are not aware of them. “Many Asian companies are still stuck at building a website then praying that it works for them,” says Hiesboeck.

But after convincing his clients how much time and money can be saved using automation tools, the clients are now headed towards automation and are already seeing results.

Should the Asian Firms Copy the Western Digital Marketing Strategies?

According to Hiesboeck, Asian companies should not replicate the Western digital marketing strategies because these ideas are not often compatible with Asian traditions and norms. Typical Western social media platforms are not perceived well in Asia. For instance:

  • No one in Asia uses Twitter for marketing
  • Snapchat is regarded as a teenage nuisance
  • LinkedIn is only used to find a job and not to promote a company

The Asian Edge: B2B Marketing Strategy

B2B automation is among the areas where Asian marketers are moving fast. Cultural and linguistic barriers are making it difficult to reach clients in the West. So, Asian manufacturers have been relying on local vendors for decades.

Last year, Hiesboeck presented Salesforce’s Pardot to various Taiwanese organizations, and they all liked its simplicity and results. This is partly attributed to the fact that in Asia, lead generation isn’t perceived as marketing, but rather as sales.

Hiesboeck advises Western organizations promoting automation tools in Asia, to talk about “sales automation” instead of “marketing automation.”

How to Kick-start Marketing Automation in Asia

Marketing automation in Asia is a delicate balancing act. Its platforms, tools, and ideas are global, but the market is still local. To hasten the adoption of this technology, marketers and companies will have to target young, data-savvy managers hungry for new technology.


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