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: Teneo buy Asian communications agency; IAS add nine Asian languages to brand safety tool; SpotX want to bring transparency to Indonesia; WPP agency launch e-commerce practice; AU agency WiTH operate under Isobar Group; SPH rebrand content marketing unit; and Network 18 join Times publisher network.Teneo buy Asian communications agency
Global consulting firm Teneo have acquired Ryan Communications, [...]
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 [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Baidu among top five global media owners; Digital ads to outpace TV in HK & TW; IAB AU tout CEASA data on ad spend; Handbook to guide marketers on data strategy; Dentsu aim to boost data capabilities with Accordant; Executive appointments at media agencies; and Tune Group & Emirates marketers join WFA committee.Baidu among top 5 global [...]
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 [...]
A recent report from the Economist Intelligence Unit revealed 86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020; which happens to be the same year Walker Information’s Customers 2020 Report predicts customer experience will be the number one differentiator for brands. As Rebecca Martin, VP, marketing, Calabrio, writes, to succeed in customer experience, brands will need to map customer interactions with marketing outcomes. To get there, they’ll need to glean the right [...]
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 [...]
Adtech players who claim to have silver bullets should be prepared to demonstrate their products are original and able to function as claimed.
Rene Menezes, who is co-founder and sits on the board of directors at CtrlShift, says that, while many of these tools can get the job done, their capabilities are overstated and do not match up to how they are pitched. In a LinkedIn post last month, Menezes says as much: “I call bullshit on several players in [...]
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 [...]
It’s no secret that audio content stirs our emotions. All it takes are a few notes of a song for our memories to come alive. Considering how audio, especially music and storytelling, captures our attention, it becomes clear why advertisers have always been drawn to the format. In this piece, Tim Sims (pictured below), VP of inventory partnerships, The Trade Desk, explains why the time has come to include audio in your programmatic campaign. It’s no longer a question of [...]