Tag Archives: content

Indonesia’s Digital and Content Marketing report

Get Craft recently surveyed 150+ Indonesian marketers asking about their digital & content marketing habits. 55% of marketers still lack clarity about how their digital marketing drives business objectives. Other key findings included:
  • Marketers spend 31.5% of their budget on digital, 76% say this is an increase
  • Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
  • Digital marketers’ key problems are around budget restraints & skills/resources gaps
  • Customer experience & content marketing are the most exciting growth opportunities
  • Content marketing is generally used for engagement & awareness – but B2B measures primarily lead generation
  • Written articles and videos are the most effective content marketing types
  • B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies

You can download the full report here.

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 2017 I think we will see more and more content marketers connecting more of the dots in the ecosystem – from data and analytics through to rich storytelling to commerce. It’s absolutely critical for content creators to be able to do this in a market where production margins are being eroded, competition and audience expectations are increasing and attention spans are shortening.

Josh Black

CEO – GroupM Content Asia Pacific

The changing face of influencers

With reduced organic reach, influencers have become an important part of the marketing mix. There’s a trend within influencer marketing to move away from employing A-list celebrities with huge reach but little relevance, to brands starting to realise that their budgets are spent more effectively recruiting micro-influencers who have a genuine relevance to the brand, rather than using one A-list influencer. These influencers allow brands to get in front of a relevant audience that’s likely to be more engaged and the influencer comes across as more authentic.

Simply put, a micro-influencer is someone with between 10,000 to 150,000 followers on Instagram, whereas a mid to top-tier influencer has over 150,000. Although a user’s amount of followers varies for each account, we’re beginning to realise that this particular group of individuals has the ability to change the way brands work with influencers forever.

Influencer marketing will continue to mature, as brands struggle to reach people organically, along with the rise of adblockers, meaning brands will need to use influencers as part of their distribution strategy.

Shamila Gopalan

Founder and Managing Director, Blink Asia

Woe, woe and wooooooooooh…

In Cassandra mode, I have two predictions. The first is that we’re all screwed…we’ll be replaced by robots. Recently, a friend at a global agency that, out of respect for its privacy, I’ll refer to only as Ogilvy, which also happens to be its name (I know; what are the chances?) made a series of increasingly complex arrangements for a lunch meeting with a potential supplier. Only afterwards did he learn that the arrangements on the supplier’s end had been made 100% by bot.

My other Cassandra conjecture is a huge rise in the implementation of content curation. With increasingly shrinking budgets, I fear that ‘curating’ existing content from the internet rather than commissioning original stuff will prove only too attractive to the bean counters in procurement.

In Pollyanna mode, however, I’m predicting (with fingers and all other extremities firmly crossed) that 2017 is the year we finally get affordable, accessible VR. The potential to engage consumers like never before and improve the marketing of even the smaller brands through experiential content is truly exciting.

Henry Adams

Founding Partner, Contented

Sorting business from the inside out

Focused on my specific area, I want to highlight two critical aspects that must happen in Asia for brands to not just embrace content marketing, but to flourish by committing long-term to it.

The first is getting businesses organised and transformed from the inside out. The whole business must get behind content marketing, and while the marketing team enables it, everyone needs to get on board and it starts at the top. Content marketing needs to become the beating heart of every business, which means the existing siloes of organisations (siloes of separation and internal competition) must come down, and collectively, everyone become aligned and focused 100% to serve the customer. It’s truly transformational stuff.

The second is employee advocacy. This is going to be a hot trend of 2017, but too many businesses (and those selling employee advocacy solutions) are only looking at employees as mouthpieces for brands. This is definitely not what employee advocacy is about.

Employees must be advocates for themselves first, the brand second. And not only are employees advocates, but content creators in their own right. This is how we move from content shock to content value, because it is created by the people who know your business and know your customer.

Both trends are big mind shifts for businesses, but the ones who get it, understand it and unleash the pure power of their employees; will see truly magnificent results. It’s time to unleash the humans of business – the reason your customers do business with you.

Andrea Edwards

CEO and Founder, The Digital Conversationalist

Quality content only game in town

Hmmm, *strokes chin*, I predict the VR/360 consumer hype bubble will burst as the realisation dawns that wearing a digital blindfold no matter what it’s screening is not a comfortable experience. Strictly niche and professional uses will be the end result of the VR/360 hype.

Quality content will be the only game in town worth playing in. Enlightened clients are already rewarding those willing to resist the race to the bottom that is competing on price.

New terminologies will start to take hold. I’ve been thinking a lot about how storytelling as part of a feed is now a thing, what do we call that? The old broadcast and print terminologies will slowly be replaced.

Simon Kearney

CEO and Co-Founder, Click2View

2017 will be the year of delegation

We’ve seen how powerful great creators can be in some of the stand out executions of 2016, but we’ve also seen how innovation can be stifled by hierarchies and committees. In 2017 we’ll see senior management embracing core messages and style guides as their primary control mechanisms, whilst genuine innovation will be delegated to the practitioners that deliver it best – inspired imaginations, informed insights and a flair for originality that transcends everyday thinking.

Nick Fawbert

Founder, Mutiny Asia

Time of content eco-systems

2017 will finally be the year clients buy in to the notion of the content ecosystem. The understanding that all of their platforms and customer touchpoints, both online and offline, need to be connected with one voice. The content ecosystem ensures that customers get a consistent message and experience wherever they touch the brand.”

Simon Cholmeley
CEO, Novus Asia

Personalisation

2017 will be the year of personalised or adaptive content.  With programmatic becoming the increasing norm, we’ll see content ideas re-purposed into multiple iterations; allowing for greater personalisation with data and tech driving the relevant distribution.  However, tech won’t rule the industry.  We’ll still need humans to develop unique insights, a sound strategy, great content creation, solid execution and analysts to interpret results.

Mike Jackson

Managing Director, MEC Wavemaker 

Partnerships and M&As

This is the time for strategic partnerships and M&As across industries, verticals and platforms. This is the time to redefine the role of content and the role of access. Our role as content marketing leaders will be to provide the methodology, process and management of the role of content across these new constellations.

The Microsoft/LinkedIn acquisition marked the dawn of this new era, not just a new trend for M&As but a clear recognition by tech companies that they need to invest in content, content platforms and distribution channels. The interesting shift in focus here comes from what’s clearly a recognition by companies that the future formula is to own both the access to the audience, the content and the conversation.

BandLab partnering with Rolling Stones and AT&T acquiring Time Warner are perfect examples of this, where they are securing the ownership of a bigger ecosystem. With social and amplification channels increasingly becoming paid only and the organic aspect dying away, the importance of building your house on your own property and not on rented land is increasingly clear and I believe these M&As and strategy partnerships are part of responses to this shift.

The race is now on to ensure company-owned property controls the access, the content and the conversations across the ecosystem. I think we will see the AliBabas and Ciscos of this world acquiring the Walt Disney’s and NYT’s of this world!

Hedvig Lyche

Global Strategy Director, King Content

Last but not least, it’s all about the data

Content Marketing has been a growing area of focus in recent years. In 2017, we expect to see data being utilised to far greater effect – both in measuring the performance of content as brands strive to understand exactly what is capturing the attention of their consumers, and in measuring the effective amplification of content. This is vital if you want people to actually read/watch what you’re producing. Knowing which channels are the right ones to reach your audience is just as important as knowing what interests them!

Adrian Watkins

Managing Director and Co-Founder, PerformanceAsia

What prediction resonated with you? What was missed? What contradiction did you pick up?

Happy Holidays and here’s to an amazing 2017 for content marketing in Asia.

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.

Lifebuoy launched the Help a Child Reach 5 campaign in 2012, to raise awareness of the importance of good handwashing habits, with the aim of reducing child deaths due to preventable infections.

Great content with a heart. How could we not feature it?

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 a popular way for people to satisfy their information and entertainment needs. Video is also an important element in content marketing: statistics show that it drives traffic and that using videos on landing pages drives conversions, engaging viewers and fostering sharing and circulation. And naturally, video has become an indispensable part of social media and search engine optimisation strategies.

Video marketing begins with channels. As we know, YouTube is the video channel giant for both business and personal use. Google, the owner of YouTube, is now introducing ‘buy now’ buttons on for mobile searches, where customers seeking specific items from participating retailers will be able to instantly make purchases, opening up an important new path for potential customers and creating remarkable opportunities for marketers.

At the same time, most people are unaware of just how big Facebook has become as an emerging video sharing platform. According to Statista, the share of online population of Youtube has been going down the slope slowly since Q3 2014; and yet a trend spanning three straight quarters. Recently, lesser brands have been posting YouTube videos on Facebook; given the facts that Google owns YouTube and that Google and Facebook are competitors. Brands have ‘gone native’ and now post Facebook videos directly to Facebook. Other video platforms like Vimeo are also shifting traffic away from YouTube.

Because of this, in terms of interaction figures, Facebook has virtually wiped out YouTube, as native Facebook videos perform exponentially better than videos from all other platforms. Facebook videos are also shared more than YouTube links, as they can be shared directly. Bear in mind that those who create video content for YouTube will not optimise their success if they are not posting on other platforms as well, particularly short video and photo platforms like Vine and Instagram, which are now eating into Facebook’s market share, proving just how quickly the market is evolving.

Facebook has become a market leader due to their ability to capture a lot of data and their aggressive advertising and marketing strategies. This is very good news for marketers. However, the entire social media environment is highly dynamic and is changing every minute. Competition among different platforms is driving rapid innovation, with customer-friendly features coming out every day. To take advantage of this environment and capitalise on the benefits, marketers need to understand and stay on top of this situation.

Creating great video content starts with the mission – does the video need to generate awareness or generate a response? The beauty of video is how it can create a virtual experience and give an audience the feeling of ‘being there’. Video is highly flexible – it can demonstrate product features, like operation manuals, or for B2B video can provide a sales talk or an interview.

Being informative is not enough however – there also needs to be emotional appeal. Some videos are like TV commercials; others are more like MTV, micro-movies or even movie trailers. These are more emotionally appealing, making people laugh or cry – frightening them or generating comments. Generally though, B2B companies avoid humour in marketing.

In terms of content, video marketers need to be aware of time limitations: even though YouTube supports long-form video, these videos needs to be punchy and eye-catching to attract attention and get the message across. Keep in mind that different channels may require different versions of the same video.

The good news is that thanks to the amazing diversity of available technologies, the cost of video production continues to fall, making viral videos easier to produce and promote. Still, regardless of how well your video is produced, it may not yield the desired results if it does not include a call to action. Before you begin, think about what you want people to do when they finish viewing your video. To achieve a lasting and memorable impact, ensure you include both a visual and audible call to action.

Always bear in mind of the lifecycle of digital platforms in general and the fact that ‘the next great thing’ is always waiting in the wings.

Good luck!


Article by 

Daniel Wu, General Manager, Epicentro

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Epicentro specialises in digital content development and is a member of the Pico Group

Awarded ‘Events Standard of Excellence’ and ‘Marketing Standard of Excellence’ in 2015 WebAward for Outstanding Achievement in Web Development by the Web Marketing Association

Daniel has been with Pico for over 15 years and is a seasoned event marketing industry professional. Foreseeing the ample opportunities presented by the world’s rapidly-changing technological landscape, Daniel began planning for a new business unit specialising in digital content solutions in 2010. Commencing full operations in 2014, Epicentro has spearheaded the development of unconventional technologies, helping our clients reach and stay on top of the market. Under Daniel’s leadership, Epicentro has established a strong client list spanning the commercial and government sectors: AIA, Airport Authority Hong Kong, Amway, Dragages, the government’s Environmental Protection Department and Home Affairs Department, the Hong Kong Trade Development Council, Jardine, Suntory and Watsons.