For the second year running, Econsultancy has published a freely available trends briefing about digital trends in South-East Asia, based on the Digital Cream Singapore event for senior client-side digital marketers held in November last year.
Digital Cream Singapore 2013 brought together more than 120 B2B and B2C in-house marketers from around the Association of South-East Asian Nations (ASEAN) region and beyond to discuss best practice and common challenges in digital marketing, and learn from each other.
Delegates discussed a wide range of topics, ranging from managing and making sense of audience and customer data, increasing personalisation and loyalty, to using video marketing and cross-channel marketing.
At Hotels.com, email plays a key role in our marketing mix. We have localised websites around the world and run email programmes in 85 countries in 35 different languages utilising newsletters as well as triggered and transactional initiatives.
Many of these markets can be classed as mature but, for emerging markets, one of the first questions to address is when to introduce email into the frame?
What criteria should be used to judge the optimum moment to begin and how should the programme develop?
Digital marketing is growing fast in the Phillippines and the situation reminds me of the 1997-2002 period in the UK when anything seemed possible.
I had the honour to be invited to speak at the first ever Geeks on a Beach (GOAB) held on Boracay Island, September 26-27, 2013.
My presentation included key findings from, and my personal insights into, The State of Digital in Asia 2013 on behalf of Econsultancy Asia.
The numbers are compelling: 7bn messages sent between 230m users of its messaging app, 200m downloads of its games, 10m Indian users in three months as well as tens of millions in Spain, South America, Indonesia and beyond.
LINE is a large content hub, and once you’ve downloaded the messaging app, you’re hooked into a network that gives away a lot of fun stuff for free, and ties everything together with a very strong brand.
So what is LINE doing that’s significant, and how will it begin to affect other brands on mobile?
Two-thirds of Asian businesses (66%) plan to increase their digital marketing budgets over the next 12 months, according to new research from Econsultancy and Campaign Asia-Pacific.
In comparison, just 19% of companies plan to increase their offline budgets in the same time period.
Furthermore, companies surveyed as part of the State of Digital Marketing in Asia 2013 Report are spending an average of 29% of their total marketing budgets on digital, a slight increase from 26% in the 2012 survey.
However, agency respondents included in the report paint a different picture, estimating that their clients spend just less than a quarter (23%) of their total budget on digital.
Here at Econsultancy, we’ve covered the search engine Baidu on our blog before through one of our guest bloggers Eddie Choi.
With around 600 million internet users and an economy that despite the slowdown continues to strengthen, China represents a huge potential market for companies willing to invest there.
However, there are differences in best practice between search marketing in China and for the rest of the world. To cover that, we’ve just launched the Baidu Search Best Practice Guide in association with China Search International.
As a preview, here are four tips to whet your appetite…
At Econsultancy Singapore, we recently had a good old discussion about the change necessitated by new digital technologies.
I thought I’d allow you to stick your finger into the prevailing winds of this discussion, by listing some of the take-homes.
To keep you interested, at the close I’ve added a couple of brands that seem to be agile and are moving with the marketing times, embodying many of the 12 pillars of the Modern Marketing Manifesto.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
It seems China has some of the keenest online shoppers in the Asia-Pacific region, with Chinese consumers more likely purchase online than any other APAC country.
A new Mastercard study measured consumers’ tendencies to shop online between November and December 2012 and found that Chinese internet users shop online the most, registering a score of 102 on Mastercard’s Index for 2012, a figure that is up four points on the year prior.
According to the report, one of the main reasons for this rise in online shopping popularity in China is due to increased consumer confidence. Of those surveyed, only 21.4% felt unsecure when shopping online, down from 32.8% in 2011 and 35.3% in 2010.
Things aren’t looking great across the Asia-Pacific region in terms of digital marketing as new figures indicate that marketers in APAC may be lagging behind when it comes to ROI metrics, talent and digital strategies.
These findings come from a new report called Digital Marketing Performance Dashboard 2012, which was conducted by Adobe and the CMO Council.
The report was constructed from the results of an online survey that was taken by 295 senior marketers in Asia-Pacific, including marketers from Toyota, 20th Century Fox, Tupperware, Citi Group, Nokia and Yahoo.