Points of View

CMOs spent 15 per cent less on marketing technology in 2017 than the previous year, according to Gartner’s recently released CMO Spend Survey 2017-2018. Conventional wisdom is that marketing is becoming more and more automated and customer...

Most companies seem to go through a recurring and familiar technology cycle… The company has a technology platform that isn’t being used as it was intended and isn't fulfilling the dream/vision that a previous sales person had sold alongside the...

The rapid automation of many business functions is already beginning to have profound implications for both companies and employees, and is transforming the way people work, their roles, and job security. Just about every industry sector and...

1. What’s the state of B2B marketing in Asia these days? B2B in Asia today has two contradictory dynamics in play. On the one hand, markets are driven by the deal. Whether it’s commodity supplies sourced from low-cost producing countries, or...

Data: where to source it, how to understand it, and how to use it to drive B2B results. That was the starting point for Current Asia’s recent B2B Roundtable in Hong Kong. However, the conversation soon expanded from there to cover content, training...

Current Asia recently moved to a new office and although it’s not actually our first office, it is an office of “firsts.” And most of those firsts are actually things we don’t have or now can do without, rather than new innovations or equipment....

There’s a lot of talk about the strategies companies use to create and distribute content, but as a business person, how do you receive it, interact with it and/or block it? What's your CQ (content quotient) and which group do you belong to? Are...

What’s the Next Wave for Insurance in Asia? Some day will customers research and buy insurance online without ever speaking with an agent? Or are people needed to sell insurance? What technologies can help insurance companies and agents personalize...

Note: This post first appeared in ClickZ.com on June 14, 2015. News flash! The Asia-Pacific region does not exist. OK, it does exist geographically, but not in marketing terms. Customer needs, habits, customs and languages are so fragmented across...

On May 11, David Ketchum wrote a piece for Campaign Asia-Pacific entitled "Integrating ad tech: Robocop approach to staying ahead". Agencies face a choice between creating ad technology or identifying the right solutions for clients, says David...

On May 8, 2015, David Ketchum, Current Asia CEO, spoke with eMarketer’s Lisa Barron about the changing role of the consumer in Asia-Pacific and the swift rise of marketing technology. In it he said: "You’ve got hundreds of millions of consumers who...

(originally published in ClickZAsia) The marketing manager for a global brand headquartered in Asia says, "We need to do a proof of concept. We need to experiment. And it must be successful so we can show management it works so they will provide...

(this post originally appeared on the Responsys Marketing Cloud Blog)  By David Ketchum, CEO, CurrentAsia Marketers worldwide know that the dynamics of business have changed, and that the customer journey from awareness, to consideration, to...