CMO COUNCIL

Big ideas, local insights: multicultural content marketing made easy

Effective multicultural marketing is not easy, but it is valuable. It combines the good old-fashioned concept of high-quality content with up-to-the-minute marketing techniques, big data, and on-the-ground knowledge of the cultures you are targeting.

While a majority of Asian marketers believe that mobile will play a major role in their campaigns within the next year, with 90 percent of respondents rating mobile as very important or quite important, only 29 percent of brand advertisers had formal strategies for mobile.

How brands survive in China

After six years of research into why businesses succeed or fail in China, Emily Chong, the acting vice president of design and marketing for Frog innovation specialists, tackles the subject of survival strategies for brands in China.

Mobile phones have been seen as the “next big thing” in marketing research for at least the last five years. The logic seemed inescapable, because most people in Asia have a phone, and because people normally have their phone with them, the phone is the obvious way to integrate marketing research into people’s everyday lives.

Marketers upbeat in APAC

Seven in ten marketers across Asia Pacific believe 2013 will be a better year for their brand than 2012, a report has revealed.

Roll up, roll up. Come and flog your wares to Indonesia’s fast growing mass of “young and upcoming but sweet and innocent” middle-class consumers, which will expand from 74m people today to 140m by 2020.

As brands in Australia wrestle with how much of the marketing mix mobile commands (Australia’s Mobile Marketing Association recommends 7%), the first day’s sessions were both thought-provoking in outlining how some Asian brands are innovating with new technology and reassuring in demonstrating how some Australian marketers are ahead of the curve.

The outlook for marketers worldwide continues to strengthen, according to new data from Warc's Global Marketing Index.

The mobile marketing situation in Asia continues to evolve. Recently, Warc conducted a study in partnership with the Mobile Marketing Association on behalf of the Festival of Media Asia.

With a $1.6 million marketing campaign, California is gearing up for another surge in Chinese tourists this year. The marketing push is due to China's emergence as the fastest-growing, biggest-spending source of foreign tourists for California.

There have been many occasions in which clients told me that they want to do a campaign that “feels as good as “Malaysia Truly Asia”. They all express how wonderful the tagline sounds, and how the message really resonates with them. Yet we all know that the process to achieve such level of awareness doesn’t come so easy nor is it cheap.

If you follow the money in mobile, it’s a trail that will lead straight across the Pacific.

While the marketers in Asia are aware of the importance of a strong mobile marketing strategy, but when it comes to implementing them, they fall short.

10 Tips to Marketing wine in China

Best pratice to develop a wine brand in the Chinese market: Awareness and Education.

Going local is key

Going local is key to making marketing events standout, but the right technology can also help us listen to our customers’ feedback and aid us to understand whether we are on the right track.

Korea and Japan are crushing it with innovative gaming and commerce executions, and a more receptive audience.

Understanding Asia's Conglomerates

McKinsey research finds that over the past decade, the largest conglomerates in China and India expanded their revenues by more than 20 percent a year, while conglomerates in South Korea exceeded 10 percent annual revenue growth.

We noted the other day that China now has 564 million internet users and 420 million mobile web users. Now the We Are Social team has put the whole Chinese internet landscape into context – and infographics – in this giant report released today.

Marketers in Asia Pacific expect their budgets to decrease in the immediate future, according to Warc’s Global Marketing Index (GMI).

Brands that forge an emotional connection with their customers can expect 40% to 60% greater yield from those customers than from regular consumers.

Marketers will spend 50% of their budgets on mobile by 2017, but for the moment are hampered by their lack of understanding of the medium and difficulties in quantifying return on investment, according to Experian Marketing Services.

Consumers in Asian markets are more likely to use social networks and review products or brands than their counterparts in more mature countries, according to GlobalWebIndex.

Infographics from Campaign Asia-Pacific's Digital Report, featuring data from an exculsive survey conducted in partnership with eConsultancy.

While sports betting messages are succeeding in making the ‘punt part of the game’, their invasive nature may also be causing harmful consumer backlash, a study has found.

How to track your marketing campaign

It's an old rule: you can't manage what you can't measure. Diana Clement figures out that in marketing, it's still true.

Infographics from the 2012 Luxury Report, published in the November 2012 Campaign Asia-Pacific.

We all dream of overnight success, but customer loyalty only comes with time and effort. This is even more the case when building a business reputation in Asian countries.

Digital marketers are too heavily reliant on social media and should diversify into gamification to boost engagement with their online efforts.

Everyone is interested in understanding how search engine algorithms work to optimise visibility and rankings. Indeed, one of our Chinese trainers, Eddie Choi, gave a fascinating keynote on his observations on how Baidu treats social content and signals compared to Google in China.

Social media marketing is like putting on a stage show. Give your fans what they want and they’ll love you – they’ll connect with your brand and share word of your prowess. But if you fail to hit the spot, they’ll sling rotten tomatoes your way.

The B2B Marketer of Southeast Asia

This article is not to dissuade you from using search marketing; the need of the hour is realization and understanding how it is different and where it fits in your marketing framework.

Marketing budgets are on the rise in Asia Pacific, according to Warc’s latest Global Marketing Index (GMI).

Seven out of ten digital marketers believe they have equal or more digital expertise than their managers and over half think their co-workers lack the skills needed to run successful campaigns.

A content marketing strategy should involve five types of content, including trust building, educational, community contributed, curated and conversion content, according to a marketing author.

Companies are grappling with an ‘experience-led business transformation’ as technology, real-time control and the blurring of online and offline experiences means brands are now defined by the collective experience of their touchpoints, both global and local.

Mobile advertising should be mainsteam in the next two to five years, predicts research firm Gartner in a report advising marketers to keep an eye on bar code marketing, mobile coupons and augmented reality.

The Hong Kong Association of Interactive Marketing conducted a survey in September that showed results of how necessary it is for marketers to invest time and effort in mobile marketing. In the past three years, more than 30 percent of businesses (marketers in particular) believed that mobile marketing can be a huge aid in directly reaching the target market.

A recent survey by PR giant Weber Shandwick found that consumers were placing an increasing importance on the reputation of the company behind the product.

Australian marketers see social media as an engagement tool before a medium for generating sales, a new study suggests.

The richest of the rich in China are growing in confidence and clout, with a global outlook that underscores the opportunities for marketing to this elite group, the author of a recent report says.

Social Media News has released its latest set of statistics charting the ups and downs of the top players in the social media landscape. Where are users spending their time?

Emerging markets can be fertile ground for enormous sales growth but each market has its own unique hurdles. Without a deep understanding of the local customer you are likely to trip over those obstacles—or abandon the market prematurely like our apocryphal salesman above. To break into emerging markets and capture the potential, the best sales leaders have realized they have to think like a local.

Mobile Marketing Trends in 2012

To gauge how marketers are implementing mobile into their cross channel marketing and advertising strategies, Responsys partnered with Econsultancy to survey the behavior of 650 professionals from around the world. Overall, we found that marketers are integrating a range of different mobile channels into their digital strategy, and while this is encouraging, it is also clear that many are missing an opportunity to further engage consumers and maximise revenue potential.

According to the latest Nielsen report, private label brands contribute less than eight percent of sales, as they remain relatively undeveloped in most parts of the region.

Optimism among marketers around the globe has rebounded in September, following a month where marketing budgets plummeted to their lowest point of the year, according to Warc’s Global Marketing Index.

Customer Service: A Branding Myth?

Can customer service be used as a branding strategy? As always, there were two distinct views.

As marketers in China focus more on lower-tier cities after building strong presences in Shanghai and Beijing, Starbucks is designing a store in Fuzhou that draws heavily from the local culture of this second-tier city in Fujian province.

Retail marketers should pay attention to the dichotomies in spending habits between Hong Kong and Chiense consumers, warns the Ruder Finn/Ipsos China Luxury Forecast 2012 report released yesterday.

How did the Kentucky-based restaurant conglomerate succeed in a country that has thousands of years of its own culinary history? One word that summarizes Yum! China’s success is: rebranding.

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