Expanding into Asia without a market-specific strategy often leads to wasted budget, inconsistent messaging and poor results. Each market in the region behaves differently. Platforms, media habits, customer decision journeys and buying cycles can vary a lot from one country to another. Before you invest in local marketing operations, you need a strategy that clearly defines your target audience, positioning and messaging, and aligns your global and local teams. This is what ensures that your marketing budget delivers measurable results.