Tag Archives: marketing

iKorea: Media Reps – Past, Present, and Future

iKorea is a new column by Soyoon Bach, a Digital Marketing professional in Seoul, covering developments in the Korean digital ecosystem.

If you work in advertising in Korea, you will most definitely have heard of the term “rep sa.” “Rep” is short for “representative” and “sa” in Korean means “company.” This is a shortened phrase for agencies that Koreans refer to as “media representatives.” So what exactly are media reps?

The general hierarchy of the Korean digital advertising landscape goes like this:

Advertiser → Ad Agency → Media Rep → Publishers

Simply put, media reps act as liaisons between agencies and publishers. They arrange the sale of media inventory on behalf of advertisers (or agencies). Media reps also provide media plans, intricate reporting, optimization recommendations, updates about the newest publishers and ad types, etc. Many media reps have proprietary technologies that make setting up ads easier, provide key insights, and run ads more efficiently.

The first ever media rep can be traced back to 1980 with the establishment of KOBACO. They were resellers for TV ad inventory and became the sole entity to control all the domestic TV ad inventory. They retained their power until a constitutional court ruled this as illegal monopolistic practice.

Since then, Korea has diversified its media rep offerings and media reps have especially become a key player in the complicated world of digital advertising. Usually, ad agencies don’t have the time or resources to keep contact with every single publisher or media platform out there and know which ones are best for their needs. This is where media reps come in. They synthesize all media-related information and updates and provide agencies with the insights they need. They let us know which creative is best served on which platform. Some platforms also have strict inventory booking processes. There are minimum spends, minimum ad periods, and cancellation fees. Media reps keep track of these processes and give ad agencies a heads up when they think certain bookings will become an issue.

The initial idea of media reps started out as a broker, a simple reseller. Now, they have evolved to so much more. They are media agencies for ad agencies, providing critical services that they can’t get from publishers directly. For instance, if an ad agency is working with multiple media platforms without a media rep, it’ll be up to them to individually communicate and negotiate with the publishers, set up the ads, aggregate the data, and compile the reporting. However, when you go through a media rep, they provide all these services for you so that you can spend more time tending to your clients.

Because this is such a common practice that’s taken for granted, it’s easy to forget that there are actually no regulations in place regarding this process. There’s no restrictions preventing agencies from bypassing media reps and going directly to the publishers. Similarly, there’s nothing to stop media reps from reaching out directly to advertisers. However, this practice continues to exist because this breakdown and distribution of tasks lets everyone do their jobs more easily.

A client can have one contact point for all their media dealings (the agency) instead of having to individually contact the publishers. Agencies can also focus more on making creatives and strategizing on the overarching direction of the campaigns. Media reps gain more clients and without much effort by teaming up with an agency and publishers also have the same benefits by teaming up with a media rep. The benefits are so real that Korean publishers will also pay back some of the money to media reps or agencies as a sales commission. And this commission could be as high as 20%.

For how much longer this model will persist, only time can tell. But media reps are already starting to feel the onset of programmatic media buying as a threat to their business. Global agencies are receiving pressures from their global headquarters to implement systems such as DBM and manage it internally, taking some business away from media reps. Media reps are frantically trying to develop their programmatic departments so that agencies will still be incentivized to use them for these services.

What’s for sure is that we’re hitting another disruptive phase in digital advertising and how media reps will fit into this picture is still to be determined.

Unilever Launch new Singapore Innovation Hub

Unilever Foundry and Padang & Co this week launched LEVEL3, a co-working space that pushes the boundaries of collaboration and corporate innovation. Redefining the traditional concept of workspaces, LEVEL3 brings together Unilever, startups, and entrepreneurs to encourage innovation and create new partnerships that deliver real and meaningful business impact.

“LEVEL3 stems from our mission to make sustainable living commonplace. It offers our business a direct connection with disruptive technologies and changemakers to shape the way we work – ultimately impacting people’s lives,” said Pier Luigi Sigismondi, President, South East Asia and Australasia. “LEVEL3 is the springboard for startups to scale and build successful businesses.”

Built within the Unilever regional headquarters in Singapore, the 22,000 sq ft workspace provides proximity to Unilever brands and functions, and access to existing Unilever Foundry programmes. To date, 15 international and local startups have already established themselves at LEVEL3, including Adludio, ConnectedLife, Datacraft, EcoHub, GetCRAFT, Next Billion, Olapic, Snapcart, TaskSpotting and Try and Review.

LEVEL3 focuses on the following areas: Marketing Tech & Ad Tech, Enterprise Tech, Products & Ingredients, New Business Model Innovation and Social Impact.

New Technology and Partnership Opportunities with Global Britain

The UK recently kicked off its largest ever international trade and investment marketing campaign. Aimed at international businesses and governments the campaign plans to showcase the UK’s trade and investment opportunities to a global marketplace, including the EU and beyond.

The comprehensive, multi-channel campaign will display a series of new images showcasing the UK’s world-leading products and services, including advertising in international airport hubs such as Hong Kong, New York, Los Angeles, Dubai, Frankfurt, Amsterdam and Singapore; press publications; along with substantial digital promotion.

As part of this international push, the Department for International Trade is stepping up its efforts to help international companies looking to trade or invest in the UK to find the right opportunities for them.

A recently launched interactive digital service – http://www.great.gov.uk – will provide practical advice to UK businesses ready to take the next step into new global markets, or international buyers and sellers who want to know more about the UK market or how to buy British.

The digital service will also include information on seven sectors, from technology to food and drink, so that international businesses can easily navigate the UK market and make an informed decision about the best investment opportunities.

Jo Hawley, Director of International Trade and Investment at the British Consulate in Hong Kong added: “Hong Kong and UK trading links have gone from strength to strength over the last 20 years. In the British Consulate General in Hong Kong, we are working with record numbers of Hong Kong and mainland Chinese investors expanding their businesses into the UK as well as UK companies keen to do business in Hong Kong. We hope that our new campaign and digital hub will encourage even greater trading links.”

The UK’s technology links across Asia continue to grow, with Dyson opening a new Singapore tech center focusing on R&D in AI and software this week.

Over the coming months the UK government will be reaching out to more global partners to facilitate global trading relationships. For more information, please visit http://www.great.gov.uk.

 

Interaction 2017: Group M Global Digital Forecasts

Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. This year’s report – Interaction 2017  predicts that in 2017 digital’s share of ad investment in the developing world will at last have caught up with the developed world, to around 33%.

10 countries have already witnessed digital overtake TV, with a further five expected in 2017, two from APAC; France, Germany, Ireland, Hong Kong and Taiwan.

Interaction 2017

In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organisations.

However, it’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behaviour, and equally true that marketing and sales organisations remain more separated than they should be given the collapse of the purchase funnel.

New platform offers real time performance buying for Digital OOH

New digital advertising firm Rodeo have created Malaysia’s first interactive in car advertising platform, which provides advertisers with a captive audience on a programmatic buying platform.

Clients already signed up to the service include Lenovo, Li TV, Sling Apps, Zepto, Rainfilms, and eBizu.

The innovative concept works by installing 10.1inch HD tablets on the back of car seat head rests, which entertain passengers and creates a dynamic platform that allows interaction with brands, offers and promotions designed to catch the passenger’s eye.

According to Rodeo CEO, Valens Subramaniam, the majority of passengers spend 10 minutes or more travelling per car journey. Advertising slots are sold in blocks of 16 (max) and run on a loop. Each advertisement is shown for 15 seconds, ensuring that ads have high frequency to maximise the exposure.

A major challenge for today’s advertisers is maintaining attention long enough for potential customers to buy into the benefits of products and services offered. Rodeo’s digital out-of-home (DOOH) media applications solve this problem by placing advertising platforms in vehicles, thereby maximising customers’ engagement with the content.

The interactive platform allows passengers to provide their contact details and ask for more information on a particular product or service. Leads are funnelled through to advertisers in real-time. Clients can also track customer data in order to enhance understanding of target audiences, and cutting-edge technology such as facial-recognition will be able to assist advertisers in providing personalised content.

Rodeo’s DOOH system also presents vital public service announcements and real-time information such as police reports on crimes or missing persons, which can help resolve these issues quicker by increasing the reach of information being spread.

Mr Valens – former CEO of iCab Malaysia – spoke of the benefits it can bring to advertisers and drivers. “In recent years, advertisers have faced a considerable challenge of keeping the attention of potential customers as they promote their products and services. Our innovative media application helps to solve that problem by offering a captive audience for each advertiser, every time.

“Our full-time drivers complete, on average, 140 rides per week, which translate to over 550 unique passengers per month, per driver. This is an excellent opportunity for advertisers to maximise their reach and generate real-time leads.”

He added, “Our drivers are also offered incentives to boost their income by generating additional income for themselves, as well as meeting their KPIs, and so this is a perfect opportunity for everyone involved to take advantage of the benefits offered by the in-transit media industry. It is truly an exciting time for the Rodeo team, and it is my goal to expand to other Malaysian states and South East Asian countries over the next two years.”

The DOOH media industry could be worth over $US60 million to Malaysian economy by 2019.

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.

Selling Beer in Vietnam, a Digital Challenge

Over the last five years Vietnam has seen its beer sales climb at more the double the rate of its GDP, making it South-East Asia’s largest consumer of beer.

In fact, in 2012 a staggering 3 billion litres of beer were consumed in Vietnam meaning there should be huge opportunities for local and international bands to market and sell here.

However, it’s not as straightforward as it should be.

Firstly the infrastructure of Vietnam’s cities, towns and villages which can be described as politely referred to as ‘disorganised’ makes it very difficult for brands to establish where or why there beer is selling well.

This is made even more complicated as many vendors will buy stock from one shop then move around so even consumers will not know where they bought the product from.

This can prove a huge hindrance for brands who want to monitor sales, establish demand for a new product or establish consumer sentiment.

Another challenge is the competition from liquor and wine brands who are looking to get a slice of Vietnam’s youthful and rapidly increasing middle class.

A recent report showed Ho Chi Minh City in the south of Vietnam has one of the fastest growing multi-millionaire populations in the world, and the thirst to match it.

Beverage companies with high-end products such as Diageo (whose brands include Schmirnoff vodka, Tanqueray gin and part own Moet-Hennessy) have been working hard over the last few years to establish a foothold in Vietnam.

While it looks unlikely spirits will ever usurp beer, their appeal is growing (though they are not really present at the street-side eating venues many Vietnamese like to eat and drink at). 

Another problem beer brands in Vietnam face is their struggles to connect with an increasingly digitalised audience.

A spokesperson from market research and insights company, Epinion said: “In order for brands to run effective social media campaigns they need to have a good understanding of who their audience actually is. Without this information you run the risk of analysing the effectiveness of digital campaigns based on falsified and biased data which is a huge waste of time and money.

“In a project we worked with Vietnam’s leading brewery Sabeco we helped them establish who of their more than 100,000 Facebook fans were ‘true’ and who just liked the page for the sake of it, then established the effectiveness of their digital campaigns. 

“As a result of our study, Sabeco gained valuable insight on how they could gain greater engagement with their ‘true fans’ and leverage further impact from future digital campaigns, reducing time and money spent on ineffective digital marketing campaigns.

“Sabeco, along with other beer brands, has to embrace digital media as this is where their consumer is, but they must also know how to connect with them online.”

For more information on beer brands in Vietnam click here. 

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 are an unlimited number of ways to do this.

As marketers, we are always searching for windows into the world of the customer – ways to connect with them and collect useful, contextually-relevant data. Today’s mobile technology is like a giant pane of glass, which lifts the curtain on the customer, enabling us to see their inner workings like never before and connect with them on entirely new levels.

This is a recent phenomenon though; in the past, mobile marketing was rudimentary and derivative – in general, websites were designed for desktops only and mobile sites were scaled-down or simplified versions of these. Designed to be simple extensions of the full ‘big screen’ sites, mobile websites were often more of an afterthought than something marketers devoted a lot of time to.

Giving mobile campaigns top priority 

Today the situation is very different. Beginning in around 2013, forward-thinking marketers began taking a ‘mobile first’ attitude. With the incredible power and in-built functionality of today’s smartphones, businesses can interact with their customers in a myriad of different ways – through different touch points and new interfaces created between online and offline content thanks to augmented reality apps and the powerful cameras and processors of the next generation smartphones.

An illustration of just how far things have come is IKEA’s market-leading catalogue app, which harnesses the power of smartphones and uses augmented reality features to allow potential buyers to preview what IKEA furniture looks like in their actual homes. The experience begins when the app asks users to gather rich media content like videos and 360 degree views of a room on their phone cameras. Users then ‘drop’ selected furniture items on top of the images, previewing what they would look like in the room. Another nifty O2O feature of the app – the ‘virtual shopping list’ – is designed to be used both before and during shopping trips to physical stores. Searching for a product in the app or adding it to a shopping list will show its location within the store. A barcode scanning feature then allows customers to scan a price tag in-store and pull up additional information about the product or add it to a wish list.

But the true strength of IKEA’s omni-channel strategy extends above and beyond their mobile strategy and this excellent app. Indeed, it is their holistic view and understanding of their customer base which allows the app to succeed. They have a strong social media strategy, offering followers across numerous channels useful and appropriate household tips and tricks. Their Instagram account showcases before and after shots of home improvement projects, and their iconic physical stores underpin everything with their vibrant, magnetic presence.

Bringing it all together

IKEA gets it. Most of us have now realised that mobile marketing – indeed all online marketing – requires constant care and attention. Unlike a brand’s bricks and mortar shops, which have an enduring material presence, online campaigns don’t really ‘exist’ in the physical world, so you need to consistently work at them, refine them and retool them to make sure they’re doing what you want them to do.

Maybe this is one reason why Zalora, the Asia-based online fashion platform, chose to open a pop-up store in Hong Kong earlier this year. This store provided a seamless omni-channel customer experience in an unusual way: by acting as an offline ‘fitting room’ for the brand. The space looked just like a regular clothing store – customers could see, feel and try on the clothes – but when it came to making a purchase, they needed to go online, either by scanning a QR code and downloading the Zalora app or by placing an order online via an in-store computer. This temporary ‘clicks and mortar’ store helped boost brand awareness, generate new customers, increase sales and underline the reliability of the brand.

By understanding the customer journey and integrating social media channels, physical stores and online capabilities, your brand can also create synergy and provides a seamless, consistent and relevant brand experience – the essence of omni-channel.


Article by:

Daniel Wu, General Manager, Epicentro

PICO LogoEpicentro 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.

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

PICO Logo

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.