Singapore – Parenting-focused platform theAsianparent which has presence all over Southeast Asia, has launched its VIP Parents platform (VIPP), which comprises of its most vocal and influential parents, enabling brands to engage directly with this segment of parents across the region.
The VIPP platform has been officially launched six months ago, and according to theAsianparent, the VIPP has a base of over 40,000 moms and dads, giving marketers the opportunity to tap this audience. Brands can use the platform to let parents participate in surveys or polls, create original and meaningful content, and even have them review their products and attend brand events, with the possible opportunity of bringing parents on board as official brand ambassadors.
On the side of parents that are part of the platform, VIPP provides an opportunity for them to learn and earn. The women-led VIPP team has a training program for registered VIPP moms and dads to help them increase and maximize their social capital.
Founder and Group CEO of theAsianparent, Roshni Mahtani Cheung, commented that the reality of parenting such as messy homes, spit-up, tantrums, and eyebags are rarely reflected in ad campaigns that target the mother audience, saying that engagement begins with “understanding.”
“With VIP Parents, brands can get direct feedback from our parent community at their convenience, whether that’s a quick poll to gather first impressions on a new product or a massive survey that could help fine-tune a local campaign. Enlisting our moms and dads, who are already talking about these brands anyway, to both amplify and ground their campaign messages, is that sought-after authenticity every digital marketer talks about,” said Cheung.
Singapore – Marketing insights startup InsightzClub has announced the launch of its new customer insights solutions which uses the passive-embedded technology.
The aforementioned technology focuses on gathering data based on actual consumer behavior rather than data collected from surveys or those based on user claims.
InsightzClub will make available to customers two new solutions- a brand journey solution and an advertising effectiveness solution from early 2021 onwards.
InsightzClub’s passive-embedded technology utilizes a mix of image recognition, textual analytics, and behavioral signals to creative data analytics to arrive at metrics for brand journey and advertising effectiveness.
In a statement to MARKETECH APAC, InsightzClub’s co-founder and managing director Padmanabhan Ramaswamy said the newest innovation responds to a greater need to ‘understand behavior more accurately, as well as providing more confidence to marketers to make data driven decisions.’.
He also stated that InsightzClub envisions to ‘offer solutions to consumer brands who are more likely to be early entrants to use new disruptive solutions in the market to set a precedence for other consumer brands to follow across the region.”.
“We are very excited at the possibilities these two solutions could offer to change the manner in which consumer insights are consumed. These two solutions have been developed at the back of extensive R&D by our technology team. We look forward to partnering with various brands on these solutions to drive data driven decisions,” Ramaswamy added.
Once available, the new solutions will be offered as subscriptions to customers. and can be accessed by downloading the InsightzClub mobile app on Google Play or Apple App Store.
Sydney, Australia – About 91% of marketers in Australia and New Zealand are prioritizing the use of marketing data to improve ROI and marketing efficiency, said a joint study by marketing intelligence platform Salesforce Datorama and marketing research agency The Leading Edge.
The study examined 285 marketers across ANZ on how they integrate marketing data to measure impact and business growth, and almost all of the respondents – 93% – have shifted their priorities to focus on marketing-led growth.
“Marketers are seeing their role evolve as they are responsible for propelling business-wide outcomes. As they become increasingly accountable for operationalizing growth mandates across the entire organization, they need to embrace a data-driven culture and modernize their approach to marketing measurement,” said Jay Wilder, senior director of product marketing at Salesforce Datorama.
The study also showed the biggest barriers that marketers face in driving growth around data, where data mismanagement, lack of a unified view of performance, and lack of real-time insights came out as the top three.
Although 86% of ANZ marketers see the importance of a complete view of cross-channel marketing, they face a number of roadblocks when it comes to integrating their data for that holistic view. According to the study, 69% of marketers still integrate data manually to an extent with the same percentage of marketers revealing that they spend a week or more on harmonizing data from disparate channels.
Aside from such challenges, the study revealed that there is room for improvement when it comes to data analysis and optimization, as 73% of marketers do not have access to real-time insights.
Furthermore, nearly half, or 47% of marketers, experience misalignment across teams on measurement, with reporting sharing and collaborating on data analysis remaining a challenge for 36%.
Marketers are making progress as they move forward in their data journey and shift priorities to focus on business growth. The study showed that there 61% of marketers receive growing support from senior leaders for a stronger uptake of data-driven marketing. Meanwhile, 62% are in firms that have been making investments in marketing analytics technology, while the same percentage have been achieving alignment on the KPIs that matter the most.
“A successful growth marketing strategy requires the strategic alignment of people, processes, and technologies. Bringing together an understanding of key growth priorities and challenges, leadership support, investment, and an aligned measurement strategy will drive ANZ,” said Wilder.
If you’re in the business of social media marketing, whether independently or as a profession where you are one of the people responsible for a company’s online marketing, it is imperative that you dig deep into what your customers are thinking, where they gather to converse online and what they are talking about because knowing such insights will help build up your social media game and in turn, create a competitive following that could drives sales for your brand.
The thing with extracting audience insights online is that they are only made possible and efficient with the presence of sophisticated martech or social tools. The good news is, a lot of free and affordable analytic tools have continuously been on the rise, making it a sin not to utilize and maximize such tools that are just waiting to be used for the best of your brand. Here are a few reasons why you should start finding the tool of your choice and start leveraging:
1. No technical skills required This is by far the biggest advantage offered by analytical tools available. You do not need to be a data wizard to use social analytics tools. Commercially-marketed social tools are created to garner buy-ins, thus they are made to become user-friendly.
2. Budget friendly – won’t break the bank Whether you are a brand marketer just launching a campaign or an agency about to go into a pitch, you don’t need to spend a hefty amount to get the best of analytics tech. Most of the introductory packages of marketing tech provide you with the base level of data for a fraction of the cost. The good thing about the variety of subscriber packages, one can opt to upgrade to more sophisticated versions of tools as one further becomes seasoned on the basics of social data.
3. Relevant sentiment trendline The best social tools are built on hyperlocal infrastructures with enhanced machine learning to more precisely capture sentiments. Mass market tools that are not optimized for local sources and context will provide you a higher rate of inaccuracy which compromises the quality of your data, so it is important to find a localized source if accuracy is important to you.
4. Trend tracking made easy Brands can observe trends, track hashtag movement, and measure performance based on interest of the social chatter, engagements and sentiments. Apart from hashtags, keywords are also trackable to measure the popularity of brands and products. Using social tools, you are able to identify the most active channels related to specific brands, products or topics of interest and craft marketing strategies that resonate.
5. Identify your brand’s advocates, influencers and micro-KOL Correctly identifying top users based on the channels is a nifty feature in some social listening tools. It is an undeniable fact that influencers will make use of their platforms to share thoughts and opinions. When an influencer mentions your brand, don’t gloss over the fact that they’ve mentioned your brand, instead, take some notes and study them. Collaborating with the right influencers or micro KOLs can greatly boost your brand image and reputation.
6. Heat map Some tools also have heat maps which helps you to visualize which geographical area gets the most attention from users using channels with location tracking enabled such as Twitter. It highlights the areas and locations to display contents relevant to your searched keywords or hashtags. Heat maps enable brands to expand the market by inferring analysis on audience based on geographic segmentation which helps to identify potential locations for new outlets
7. Knowing which third party pages you can leverage amplifies your marketing Most social tools can assist in identifying top websites that have been promoted and advertised in relation to the topic of your query. Since audiences already engage with these third party channels, you may collaborate for beneficial growth and advertise to leverage them for more exposure. For this purpose, having the local sources where natives are active will improve your results even more.
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