Singapore – With social restrictions gradually easing down and the world slowly returning to normal, we are now realising the full potential of the phygital world: a space that brings a combination of digital and physical experiences. From SMEs and institutions to large enterprises, this blended experience is being incorporated into their day-to-day operations because of its numerous advantages.
The year 2022 saw the marketing industry flourishing in more ways than one. This includes the rise of influencer and content marketing, the continuous boom of the e-commerce space, and the metaverse getting more known in the digital world, amongst others. But amidst this upward trajectory, there are still challenges that the marketing industry will face and will have to overcome now that hybrid marketing strategies are in place.
MARKETECH APAC, in its quest to share key trends, insights, and relevant predictions for the preparation of the marketing community for 2023, has brought back its future-oriented industry series – but now much broader and larger to give the community a 360-degree view of what to expect in the coming year. ‘What’s NEXT 2023’ now comprises of four main pillars – article, interview, webinar, and conference – and to kick the series off, the digital media starts with the launch of its thought leadership article series.
The article leg of the industry series features the views, predictions, and some tips from various marketing leaders across APAC on different industry-relevant topics for 2023 and beyond. This includes exclusive written insights on integrated campaigns, personalisation, and B2B marketing, amongst others.
Part of the series is Andrea Chuang, head of marketing for Malaysia-based used car platform myTukar, who will be discussing the importance of integrated campaigns and things to consider in doing these campaigns; and Jan Harling, director of new customer acquisition for APAC at foodpanda, who will be sharing his knowledge about personalised marketing and what brands need to know about their consumers. He will also be providing tips on how media and creatives can work together for their personalisation initiatives, and how to target consumers in a world that’s becoming less targetable.
Check out the initial line-up of published insights by marketing leaders under the series:
Kick-starting the article series, Amperity’s Area Vice President Billy Loizou explained the consequences of having fragmented customer data for businesses. He also enumerated three reasons why a great identity resolution strategy is a must-have for brands.
Click here to read the full article.
In this insightful read, James Campbell, regional manager of SnapLogic for ANZ, stressed why it is important to incorporate intelligent practices into companies’ data integration, how vital it is to leverage modern technology, and how automation helps enterprises deliver and achieve their goals, amongst other things.
Click here to read the full article.
With tech companies and governing bodies making stronger restrictions when it comes to data privacy, businesses might find it harder to access customer data. In this article, Billy Loizou, area vice president of Amperity, shares how you can empower your business despite the stricter privacy rules, unlock the value of customer data to drive growth, and use ‘messy’ data to make the year 2023 for your business a success.
Click here to read the full article.
At present, B2B marketers still believe that they should always talk about how ‘good’ their products and services are. Donovan Chee, head of marketing and communications for SEA at Bureau Veritas says that marketers don’t have to do this, and instead learn to understand their customers and “win their hearts and minds,” amongst other tips.
Click here to read the full article.
The fifth installment of this series features Negar Mokhtarnia, director of product at Australian retail brand Pet Circle, weighing the importance of focusing on customer lifetime value over customer acquisition for e-commerce companies. She also shared her own take on leveraging data to boost brands’ customer experience and establishing a relational e-commerce experience to ensure sustainable growth.
Click here to read the full article.
Consumers today expect brands to be more vocal about social movements and contentious topics, which puts the responsibility to brands being an advent of change. In this article, Aaron Brooks, co-founder of influencer marketing platform Vamp, gives his insights on purpose-driven marketing, why it is important, the value of authenticity, its four key elements, and some advice for brands looking to leverage this approach.
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Conventional business knowledge implies that sales and marketing should be tied together to drive profit and define a brand’s success. In this piece, Mark Opao, communications planning partner at Kaspersky for APAC explains why the two are hard to fuse and exposes the underlying realities of marrying Brand Building and Sales Promotion.
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In the post-pandemic era, we just might see economic environments and market situations evolving. So, how can companies leverage these evolutions? Hongchia How, vice president of Appier for APAC answers this question by enumerating three MarTech strategies that can help companies seize great business opportunities and make smarter business decisions.
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Asia-Pacific’s share of the global connected cars market reached 42% in 2020, and is anticipated to register a CAGR of more than 19% in the coming years. But how can this drive the growth of media tech platforms? Sharon Soh, chief planning and audience officer at UM APAC shares with us how, as well as its impact on brands and marketers in this thought-leadership piece.
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As data and measurement becomes a cross-functional effort with marketing research and technology teammates – how can marketing lead the way in being more agile and achieving more success? Anna Henwood, CEO of Stickybeak shares how creating a mindset of experimentation and team collaboration – with your customer deciding if your hypothesis is right.
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With many companies investing in customer data platforms and data agency partners, the real question is how marketers can make the most out of it? Antony Yiu, chief executive officer at PHD Hong Kong explains the process on how marketers can make their first-party data ‘dance’ in harmony and bring impactful revenue to someone’s business.
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In an era of increasingly targeted marketing and limited budgets, how can brands effectively reduce wastage and improve performance by ensuring that their ads reach the right audience? This is the question that Jan Harling, chief executive officer at Virtus Asia Consulting asks in this latest article, centered around the topic of personalised marketing.
Click here to read the full article.
Watch this space as we update this article with details and links for other What’s NEXT 2023 thought-leadership articles.
If you are a marketing leader and would like to share your insights and predictions under the series, email us at [email protected].
