After businesses have wrapped up their operations for 2018, many are likely keeping an eye on what the trends for 2019 will be. The Asia Marketing Federation (AMF) and the Marketing Association of Thailand have compiled a special report titled “9 Asian Marketing Trends to Watch in 2019”, capturing the movements and changes in marketing across the region, combined with analyses from marketing experts from member countries in Asia.

The Asia Marketing Federation is a regional organization and a network of marketing associations in Asia, with a key mission to strengthen the network and promote good relationships among marketing associations in the Asia-Pacific region. This aims to benefit the development of business, economy, and society in member countries, which include China, Japan, Korea, Hong Kong, Macau, Singapore, Taiwan, Mongolia, the Philippines, Indonesia, Thailand, Malaysia, Myanmar, Cambodia, Vietnam, Sri Lanka, and Bangladesh. The 9 Asian marketing trends to watch in 2019 are as follows:

1. Fintech is a financial innovation that has sparked a transformation in banks, pushing them to adapt beyond traditional limits. As consumers enter a fully digital era, personal financial transactions have changed, and the channels have increased. Commercial banks are adjusting to meet various demands, such as service offerings and more streamlined online payment platforms that better cater to consumer needs.
           

2. Omni Channel connectivity across all sales channels is the future of retail. In a world where customer experience is paramount, selling through a single channel is no longer sufficient. Last year, we frequently heard about omni-channel connectivity and the new world of retail. We can see examples of change across regions, as major players in online retail begin to value offline stores and expand into omni-channel sales.
           

3. Growth of Digital Payment Businesses and changes in traditional finance. With rapid advancements in e-commerce, digital payment methods are becoming increasingly popular, presenting opportunities for the financial services industry.
           

4. Increased Use of Artificial Intelligence and the development of hybrid intelligence will become crucial tools for organizations to interact with customers on a personal level. AI tools can aggregate vast amounts of customer data and analyze it to enhance customer experiences and build strong relationships through experiential marketing. AI will continue to be utilized to help companies foster personal connections with customers, not just with larger customer groups but also with higher frequency. However, the widespread adoption of these technologies should also consider human appropriateness and ethical issues.

5. New Trends in Intrapreneurship in the modern business world. As more people aspire to become business owners, talented employees and executives from various organizations are leaving to pursue their dreams of starting their own ventures. This leads to a shortage of skilled personnel in organizations, while those who leave to start their own businesses do not always succeed. The percentage of successful startups is quite low, and many face challenges in scaling their businesses. Many organizations are beginning to encourage employees to develop themselves as intrapreneurs, ready and willing to operate as if they fully own the business.
           

6. Use of Drones as Marketing and Advertising Tools has made creating beautiful marketing videos more accessible. We can expect to see stunning aerial shots of real estate projects, unique angles in indie films, or beautiful footage captured by bloggers using drones. Moreover, in some countries, drones can be used as advertising media to present banners or project digital messages on landmarks and significant locations, opening up new creative perspectives in marketing.

 7. Changes Accompanying 24/7 Vending Machines  Vending machines, both cash and cashless, selling everything from basic items like fresh juice to high-quality fresh foods like vacuum-packed salmon, are becoming increasingly popular in Singapore. The advantage of vending machines is that they operate without the need for sales personnel, are open 24 hours a day, and offer various payment options. They have also become affordable outdoor advertising spaces, providing new alternatives for out-of-home advertising.
           

8. The Growing Popularity of Businesses with Positive Social Impact In an era where customers are continuously connected and informed online 24/7, consumers tend to make decisions driven by emotions. However, in the world of large businesses, it is challenging for brands to create emotional connections with customers. To differentiate themselves from competitors, many businesses are turning to social responsibility as one of several ways to attract customers, employing various methods such as fundraising or supporting social and environmental projects.
    

9. Understanding and Leveraging Smart Home Technology As modern technology advances, most household appliances are being enhanced with artificial intelligence (AI) technology, enabling devices to monitor consumption behaviors and automatically remind homeowners to reorder low-stock items. Traditional grocery shopping will change with direct integrated networks linked to suppliers, digital payments, and delivery.

Importantly, marketers must understand the significance of modern marketing that focuses on connecting with customers on a personal level. In this era, brands that only offer products and services will no longer suffice; understanding and prioritizing customer emotions will become the new standard in marketing and overall business practices.

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