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To many, marketing now is all about data.
In our 2016 Quarterly Digital Intelligence Briefing, more than half (53%) of marketers surveyed said 'data-driven marketing' was their top priority this year.
The omnichannel revolution has begun.
In a 2016 study, Nielsen found that 87% of Australian consumers 'often' or 'sometimes' look at an item online before buying it in a store.
Recent research by Google backs this up. According to its data, more than two in five (42%) of in-store consumers research online while in stores.
Personalisation is one of the hottest topics in marketing; the promise of segmenting customers into 'markets of one' is alluring for any brand.
But the pushback from consumers is almost as strong. That feeling of being 'watched' may be enough for consumers to abandon a website or leave a store.
How are marketers carrying out customer experience improvements?
We discussed this topic at our latest roundtable discussions.
Improving customer experience (CX) is still a work in progress at most organisations.
Despite years of discussion, most brands still do not have a CX programme in place.
Personalisation is an exciting topic for marketers these days.
In a 2016 Econsultancy survey, Customer Experience Maturity in Australia and New Zealand, more than two in three (69%) regional marketers said that 'personalising customer interactions' was 'very important'.
As marketers, it's our job to understand the journey that our customers take from discovery to purchase. How is that going?
Not very well, according to a recent Econsultancy report.
People on social media frequently share content, even branded content.
Social sharing is great for marketers, but it's difficult to know why some posts work and others do not.
Here are a few examples of branded content in Asia-Pacific (APAC) which were shared widely and research which may explain why the posts were successful.
Reaching consumers in Asia-Pacific can be difficult.
There are so many countries and cultures to consider that analysis paralysis quickly sets in.
Dark social refers to any digital channel where content is shared, yet clicks from the channel to a website are not traceable. Hence, 'dark'.
China's internet advertising market is much larger in proportion to its traditional advertising than Western countries.
The US, for example, spends less than half (47%) on internet and mobile advertising and slightly less on TV advertising (39%).
Global messaging powerhouses Facebook Messenger and WhatsApp face a new challenge from India, and it's a big one.
When most people think of messaging in Asia, names like WeChat (China), Kakaotalk (Korea) and LINE (Japan) come to mind.