Driven by inflation and diversified distribution channels, brand influence is facing new challenges. SAP Emarsys and Deloitte jointly released the "2024 Global Consumer Brand Engagement Report - Taiwan Edition," which found that when purchasing daily necessities, a staggering 76% of Taiwanese consumers say they "don't care about the brand, as long as the product meets their needs." The report also reveals that competition among brands is no longer about who has the most buzz or the most advertising, but rather who can connect with consumers more immediately and personally.
The survey, which surveyed over 2000 Taiwanese consumers and 150 marketing executives from multinational brands, analyzed companies' capabilities in AI, data, and real-time marketing using the newly introduced "Customer Engagement Maturity" (CEM) metric. The report noted that while systems like ERP and SAP S/4HANA have become standard equipment for many companies' digital transformation efforts, only 6% of brands have achieved "real-time, multi-channel, and personalized" engagement capabilities.
Specific data include:
• 42% of brands claim to be able to interact with customers in real time, but only 29% actually implement this
• 38% claim they can predict customer behavior, but only 18% have actually implemented predictive technology
Driven by consumer trends prioritizing price and practicality, 56% of Taiwanese consumers are turning to supermarket private labels, believing their quality rivals that of established brands. For traditional brands, loyalty is no longer a given; it's a long-term battle that must be won through data, experience, and value.
Naresh Krishnamurthy, Senior Manager, Business Transformation at Molton Brown, said: "Technology doesn't replace customer relationships; it enhances them. Choosing the right platform allows for seamless integration of physical and digital, creating a win-win for both operations and customers."
The report further divides brand interaction capabilities into three stages:
• Passive: relying solely on mass push without establishing a precise communication strategy
• Active: Has mobile and instant messaging capabilities, but relies on manual processing
• Predictive: Integrate AI with ERP systems to provide instant, personalized interactive experiences
Currently, only 20% of brand marketers in Taiwan can successfully integrate customer interaction data into financial and operational systems. SAP Emarsys states that this will be a watershed moment for brands to embrace the era of omnichannel engagement.
Sara Richter, Chief Marketing Officer at SAP Emarsys, stated, "Taiwanese consumers' attitude towards brands is no longer simply one of 'diminishing loyalty' but is increasingly 'brand indifference'. Faced with this trend, only companies that prioritize data and instant response can stand out in the new consumer era."
