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More Facebook measurement errors – when will brands lose patience?
Facebook has admitted to misleading advertisers on key metrics for the third time in as many months. On this occasion it’s a discrepancy between the number of likes and shares Facebook shows for web links, and also issues with the number of likes and reaction emojis that page owners see for their live videos. In…
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APAC Content Marketing Predictions for 2017
2016 was the year where content marketing went from a discussion point to a business imperative in Asia. But what’s next? What are the trends we expect to see in 2017? We asked the board members and guests of the Asia Content Marketing Association (ACMA) for insights. And here they are. Connecting the dots In…
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How to do Compelling Social Video Content
Touching video content from Unilever. 6 million children die before they reach the age of 5 due to infections like Diarrhea and Pneumonia. 44% of these deaths occur in the first 28 days of birth. This experiment taught Sangrahi how the simple habit of handwashing with soap, during this span, can be life-saving for her baby.…
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Seamless Omni-Channel Starts with a Holistic View
Marketing Matters is a monthly column covering how marketers today can use Digital to drive innovation and results When you strip away the complexity of the outer shell, omni-channel marketing is essentially thinking holistically about the customer: their experiences, your interactions with them and the messaging you want to transmit to them. In our new mobile-centric world, there…
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Profiling the Anonymous Customer: Fully Understanding the Consumer Journey
Stephen McNulty, Managing Director Asia-Pacific and Japan at Progress, discusses the importance of gaining a comprehensive view of each customer’s journey and following a targeted approach based on the insights. There are many challenges facing today’s marketers: pressure for growth, ever-growing marketplace competition and ‘always-on’ expectations from both customers and employers. According to a Forrester…
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Retail S-Commerce: Moving to Mobile and Beyond
Marketing Matters is a monthly column covering how marketers today can use Digital to drive innovation and results Social commerce, or S-commerce, is one of the newer kids on the E-commerce block. Of course, it is also a very broad subject. Some would also include Taobao and travel websites like Tripadvisor and Airbnb in the S-commerce sphere. For today’s discussion, we will only…
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Harnessing the Power of Video Marketing in the Online Environment
Marketing Matters is a monthly column covering how marketers today can use Digital to drive innovation and results Today, video is an exceptionally important marketing tool for most businesses. Video is so powerful largely because it can tell a story in a complete visual way. Over the past decade, online video has exploded into importance – quickly becoming…
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Asian Brands must be more Innovative than those in the West
According to a recent Razorfish digital marketing report, Asian Marketers must be more innovative and forward-thinking than their western counterparts, to meet the technology-driven expectations of consumers in our region. Asian consumers are not only reporting higher ownership and usage of technology, they also hold higher expectations of brands and technology overall. We talk to Joanna Kalenska, Managing Director…
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Half of APAC Smartphone Users Now Shopping on their Device
The latest MasterCard Mobile Shopping Survey covering Asia Pacific finds consumers embracing the convenience of mobile shopping. Almost half of consumers – around 45% in total – made a purchase using their smartphone in the three months preceding the survey. Exactly 50% of respondents across Asia Pacific cited convenience as the most compelling reason for shopping on their…
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Mobile Viewability: The final frontier
Mobile is a hot topic. Viewability is perhaps even hotter. Bring the two together and you have some sort of digital marketing nuclear volcano. Well maybe. Mobile viewability is a subset of the overall “has my ad been seen and by who” issue, but a particularly tricky one. The lack of a unique user ID is the clearest…
Digital in Asia 