While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.
They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.
“With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Zenith unveil global rebrand strategy; TPG revise offer in Fairfax takeover bid; Times Internet take on Moat for viewability; Aussies going sporty on mobile; Taptica open Mumbai office; China’s iResearch launch mobile video measurement tool; and Sling & Stone swing into New Zealand.Zenith unveil global rebrand strategy
The agency group have launched a new “global brand vision [...]
Consumers in Asia are more willing to spend time researching products to find the right brand that works for them, which paves the way for companies to build long-term relationships with their customers.
The region, however, also is widely disparate with varying smartphone penetration rates. Given this, brands will need to depend on local skillsets to reach out to customers via different touchpoints, says Simon Tate, Salesforce.com’s area vice president for commercial business.
They also will need customer relationship management (CRM) tools [...]
It may seem paradoxical, but data alone is not sufficient for Asia-Pacific marketers to ensure their data-driven campaigns will be successful.
Increasing focus on such initiatives has overshadowed the need for creativity; and this can lead consumers towards ad blockers, cautions Ben Maudsley, Exponential Interactive’s Asia-Pacific and South Africa managing director. He also advises marketers to adopt care in deciding which data they should use to power their campaigns.
In this Q&A with ExchangeWire, Maudsley and Tyler Greer, Exponential’s Asia-Pacific and [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC firms rank brand damage a top risk; China & Japan to fuel luxury ad spend; MobAir eye China app market; comScore launch MMX Multi-Platform in India; AdAsia open up in Japan & China; and Executive appointments at WPP China & Dentsu Korea.APAC firms rank brand damage top risk
Businesses in Asia-Pacific deem damage to reputation or brand [...]
Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works.
Rather than blame their agencies, however, marketers in this region need to take the lead and define their measures of success, says Liz Miller, CMO Council’s senior vice president of marketing.
In a Q&A with ExchangeWire, Miller explains why CMOs are struggling over a lack of focus on critical analytics and how they need to rethink the [...]
In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.
Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare's Asia-Pacific chief digital officer.
"To win in this scenario, you'll need to [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Most APAC buyers boycott brands that misuse data; Mobile poised to lead China ad spend; Quarter of AU mid-tier firms don’t measure campaigns; Singapore marketing platform secures £1.97m funding; Burd officially open for AU biz; and OOH agency tap Singtel analytics biz.Most APAC buyers boycott brands that misuse data
Some 78% of Asia-Pacific consumers would not buy again [...]
The advertising world today is still running on old models that need to evolve with technological advancements, so marketers finally can effectively push customised ads tailored to individual customers, and in an omnichannel environment.
Business agility was key, especially in a world populated with mobile devices and social media platforms, said Jamie Anderson, SAP Hybris’ senior vice president and CMO, at the company’s digital summit in Singapore. The SAP business specialised in software for customer engagement and commerce across digital channels.
The roles of chief marketing officers (CMOs), as well as media agencies, have become more complex amid an evolving digital landscape. In this industry byliner, Rahul Vasudev, MediaMath’s Asia-Pacific managing director, highlights what marketers want from their agencies and how the latter can better support their clients’ business.
The role of the CMO has evolved significantly over the years. This change has further accelerated with consumers in Asia-Pacific increasingly demanding more personalised and relevant communication.
CMOs, and their agencies, today need deep [...]