Yahoo study reveals digital marketing challenges in 2025

The Yahoo Singapore Digital Marketers Pulse study identifies key insights into the challenges and priorities of marketing professionals in Singapore looking towards 2025.

Commissioned by Yahoo DSP and conducted with Milieu Insight, the study surveyed over 180 professionals to understand crucial matters such as AI integration, data-driven marketing, and balancing performance with branding in the coming years.

Kenneth Koh, Head of Commercial Sales, Southeast Asia, Yahoo DSP, said, "As we look toward 2025, the study underscores the pressing need for innovation amidst growing complexity in the marketing landscape. Marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships. The solutions and features we showcased today are designed to empower marketers with cutting-edge technology that addresses the industry's evolving landscape. Together, we can navigate this new era and unlock meaningful growth in an ever-changing digital environment."

A significant finding of the study is that data-driven marketing remains a priority, with 85% of marketers expressing a desire to enhance their use of data. Despite this ambition, only a small percentage fully leverage existing data sources, with 21% fully using online first-party customer data and 11% utilising offline data effectively.

Dan Richardson, Director of Data and Insights, AUSEA, Yahoo DSP, commented, "While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first-party data efficiently for enhanced targeting and omnichannel strategies."

AI and machine learning have emerged as leading technological priorities, with 75% of marketers intending to use these for predictive analysis and campaign optimisation. Omnichannel marketing also gains importance, with 42% of marketers keen on adopting this approach.

John McNerney, Managing Director AUSEA, Yahoo DSP, stated, "In today's hyper-connected world, marketers need to invest in omnichannel campaigns that seamlessly connect with consumers across touchpoints efficiently. This shift presents a golden opportunity for marketers to harness the power of AI and its tools to enhance targeting and performance and deliver maximum impact."

Budget allocations show a shift towards open web platforms, with 34% of marketers increasing their spending on these over traditional walled gardens. Performance marketing continues to outpace brand-focused marketing, with 61% prioritising it in 2024. However, challenges persist, with performance measurement, transparency, and ROI tracking being cited as critical issues.

Despite these challenges, marketers remain optimistic about 2025, with significant numbers anticipating budget increases and exploring new technologies and channels. The Yahoo DSP's newly introduced tools, such as Yahoo Blueprint and Yahoo Creative, alongside the Data Maturity Pulse programme, aim to cater to marketers' evolving needs by offering enhanced AI capabilities and improved data strategies.

John McNerney concluded, "Navigating the digital landscape requires adaptable, forward-thinking solutions. Yahoo DSP remains deeply committed to guiding our partners in Singapore through this 'digital wilderness,' ensuring they are equipped to meet evolving consumer and market demands. Our focus is on listening to marketers' needs and delivering tools that enable them to thrive, build lasting connections, and unlock meaningful growth."