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 have much better data strategies in [...]
Marketers have been so focused on optimising customer experience across digital channels that they have neglected the need to be equally responsive on physical touchpoints.
A survey by CMO Council revealed that 78% of marketers believed they could respond or react to consumer feedback, requests, suggestions, or complaints specific to campaigns within two weeks – with 43% saying they could do so within 24 hours, according to the research, which polled 153 marketers in the US.
However, their responsiveness dipped [...]
Marketers keen to target travellers in Asia-Pacific need to ensure their data is recent and appropriate, or end up completely missing the boat.
For travel marketing specialist, Sojern, that meant having the ability to act within 11 seconds after someone had made an online booking. This was the amount of time its platform would be aware an airline reservation had been made and trigger the corresponding campaign action to target specific consumers, said Russell Young (pictured below), Sojern’s Asia-Pacific managing [...]
Most brands in Asia-Pacific recognise the importance of user experience, with some turning to data and artificial intelligence to improve consumer engagement. Missteps, though, will happen if marketers fail to understand their customers and rush to adopt emerging technologies without a clear vision.
Customer experience, consumer ‘hyper-adoption’, and digital disruption were among key trends impacting the industry today, said Fred Giron, Forrester’s Asia-Pacific vice president and research director. He pointed to market players such as WeChat, Kakao, Amazon, and Alibaba, [...]
App publishers in Asia-Pacific increasingly are tapping in-app ads as a monetisation model over in-app purchases and freemium, but there are common pitfalls they should avoid if they choose this strategy.
With in-app purchases growing at a much slower pace, developers were looking to ads as a way to sustain their apps, according to Jayesh Easwaramony, InMobi’s senior vice president and managing director for Asia-Pacific, Middle East, and Africa (APMEA). In addition, videos offered attractive returns per ad unit and [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Agency role remains relevant in APAC; AU OOH revenue climbs 7% in 2Q2017; MullenLowe reorgs China operations; iAccess goes to China; comScore offers mobile consumer panel in Malaysia; Wunderman & POSSIBLE join hands; Eventbrite opens up in NZ; and Executive promotions at Merkle, OMD, and UM.Agency role remains relevant in APAC
Media agencies still will be necessary in [...]
Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.
These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]
Mobile browsing and online spending through smartphones and tablets has grown considerably in the past four years. Last year in the UK, online retail sales topped £133bn and research from VoucherCodes.co.uk has revealed mobile devices unlocked an enormous £200m sales in store last year alone. So, if this is the case, why is it many retail marketers struggle to leverage mobile browsing in order to drive footfall, asks Paul Lewis, senior director of marketing, VoucherCodes.co.uk, part of RetailMeNot.
A consumer [...]
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 [...]
Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure £9.66m in Series A; Havas set up joint venture in Shanghai; Expedia unveil Singapore research lab; and data-driven marketing platform opens in Myanmar.Singapore has lowest video viewability in region
At just 35%, Singapore has the lowest video ad viewability in Southeast [...]