The Power of Partnership: Leveraging Partners to Accelerate Marketing Transformation in APAC

Anthony Oundjian Shiv Choudhury

Consumers now expect a high level of personalization when engaging with brands, but the rich data required to enable such personalization is too often still fragmented. The challenge for marketers is to integrate data sets, factor in regulation, address any potential consumer privacy concerns, and deliver meaningful personalized engagement—all at the same time. Partnership provides marketers a pathway to realize the goals of a marketing transformation. Most APAC marketers involve multiple partners for their marketing activities, with only 10 percent of marketers retaining all activities in-house. There are six practical tips marketers looking to engage partners should consider to maximize the value for all involved.