Martech
Targeting China Consumers Requires QR & Other Local Support
China can offer brands, especially in retail, tremendous returns, but enjoying the market’s richness in scale and potential will require advertisers to know local nuances and consumer preferences. These, for instance, will include the need to integrate QR codes into their marketing campaigns and identifying holes to plug in order to entice customers to buy into their brand, says Anthony Capano, Rakuten Marketing’s Asia-Pacific and Europe managing director, in this Q&A with ExchangeWire. He also strongly touts the need for advertisers [...]
Fujitsu Explains What Makes a Great Account-Based Marketer
Account-based marketing (ABM) has accrued a certain level of popularity among big-name brands over the past couple of years; but now, with the passing of time, it is now becoming evident that the marketing tactic certainly isn’t for everyone. Writing exclusively for ExchangeWire, Natalie Field, senior marketing professional, Fujitsu, explains what it takes to make account-based marketing work for your business and why it’s the people who can truly make it a success. I don’t claim to be a world expert in [...]
Rebrand With a New CDP: Q&A with Sigvart Voss Eriksen, Tapad
Martech provider Tapad is launching its new customer data platform as we speak. ExchangeWire speaks with Sigvart Voss Eriksen, CEO, Tapad about the importance of personalisation for marketing, and gets the lowdown on the new CDP. ExchangeWire: Why is Tapad moving towards an identity-driven marketing future? Sigvart Voss Eriksen: Today’s modern marketer is constantly striving to build meaningful relationships with vast audiences of consumers who all behave differently, use different devices, and who increasingly expect personalised communications as standard. However, we’ve realised [...]
£4.5m for PowerLinks; Weve Launches Location Verification Service
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: PowerLinks Receives Funding; Weve Launches Locate; Bitposter Adds New Buyers to OOH platform; and Survey of Native Ad Formats. Series A funding for PowerLinks Following a year of expansion with significant revenue growth, PowerLinks announces new capital from their Series A funding round. The new investment, to the value of £4.58m, comes from Foresight Group, as well as angel investors and PowerLinks management. The [...]
Programmatic Comprises Over a Quarter of Digital Media Spend – The Industry Reacts
Programmatic budgets are expected to rise by 11%, to make up 28% of total digital media investment in 2017/18, according to The Future of Programmatic, published by the World Federation of Advertisers (WFA), published last Friday (9 February). Major multinationals have continued to increase ad spend via programmatic channels, despite widely publicised concerns about brand safety and transparency. Mobile (up for 87% of respondents) and video (up for 68%) are due to benefit from increased investment. There [...]
Proving Brand Value: Why Advertisers Need to Rethink the Metrics They Are Using
With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]
Account-Based Marketing: Don't Believe the Hype
You’ve got to hand it to the marketing industry – they know how to create a buzz around new products and services. Just look at the hype surrounding account-based marketing (ABM). In the last couple of years, ABM has been touted as the answer to every B2B marketer’s woes, from stifled demand generation to sclerotic sales growth, writes Alisha Lyndon (pictured below), CEO, MomentumABM, exclusively for ExchangeWire. Everyone, it seems, wants to get in on the act: from technology companies [...]
With Customers Firmly Behind the Wheel, How Can Marketers Succeed in 2018?
Where is marketing heading in 2018? In this piece for ExchangeWire, Jamie Anderson (pictured below), EMEA President, Marketo, looks at the growing influence of customers on the brand-user relationship, of marketing executives in the boardroom, and of AI in the ad tech industry. It is fair to evaluate 2017 as a series of highs and lows for the marketing industry. Above all, we have learned that customers are firmly in the driver’s seat; and moving into 2018 marketers need to respond to [...]
Email Still Relevant Tool for APAC Marketers
Reports of the demise of email marketing have been greatly exaggerated. That is what Dynamic Yield would like to convey to industry detractors who decry the effectiveness of email as a marketing tool. The ad tech vendor launched a suite of services this week that it said would enable marketers to send personalised email to better engage their customers. Dynamic Yield for Email had been integrated with the vendor’s main personalisation software, so marketers would be able to tap user [...]
APAC Marketers Must Follow AI to Reach New Audiences
With artificial intelligence (AI) and other technological developments creating more ways to engage consumers, brands in Asia-Pacific need to ensure they are ready to tap these new avenues. The emergence of autonomous vehicles and mobility as a service, for example, would open up new windows to engage an audience that would no longer need to focus on the road, said Tripti Lochan, VML’s Southeast Asia and India CEO. She believes that changes in the automotive industry will have a significant impact over [...]
Latest Posts
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Why APAC Marketers Must Diversify Mobile Ad Formats to Reach & Engage Their Audiences -
Leveraging Location: How Mobile & Out-of-Home Combine for Context-Based Targeting -
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APAC Biggest Contributor of Ad-Spend Growth; AU Consumers 'Creeped Out' by Personalised Content -
How Will Programmatic Trading Evolve & What Attitudes Will Shape Its Future? Contribute to IAB's Industry Benchmark Survey