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Main Feature Marketing Partners Southeast Asia

SEA marketing leaders gather to discuss mobilising consumer insights into groundbreaking marketing

Singapore – MARKETECH APAC, in partnership with Vase.ai, recently gathered marketing leaders in the region to shed light on how brands can refine and fortify their brand and consumer insights strategy.

On July 27, brand and agency heads from Accenture Song, BigPay, Popeyes, and Vase.ai shared a space in the webinar ‘Consumer Insights Power-Up 2022’ to discuss how they are best leveraging consumer insights to deliver marketing and advertising that cuts across consumers. 

In the keynote presentation, CEO of Vase.ai, Julie Ng, revealed the ‘magic formula’ that materialises consumer insights into smart business actions. She also shared how to identify ‘signal’ from ‘noise’ in a goldmine of data that is available today, as well as the key ways to effectively gather these ‘signals’. 

Moderated by MARKETECH APAC’s Regional Editor Shaina Teope, the Country Marketing Head of BigPay, Jia Nina, and the Marketing Lead of Popeyes for APAC, Tanushri Rastogi, delved into a panel discussion in which each shared how their brands are uniquely building up and implementing their brand insights structure. In this panel, audience learnt how brands from fintech and F&B breathe life into marketing intel and realising it into campaigns that not only persuade consumers into action but also into products that elevate consumer experience.

To cap off the fruitful discussion, the webinar saw a fireside chat between Vase.ai’s Julie Ng and Neeraj Gulati, partner at Accenture Song. The two talked about how to develop an insight-driven marketing campaign, and how targeted and strategic consumer insights, in the end, help to ensure ROI. 

The webinar drew 153 marketing professionals out of 424 registrations. The attendees came from a variety of industries, including consumer products, telecommunications, tech, retail, banking, transportation, and consulting, and most hailed from the markets of Malaysia, Philippines, Indonesia, and Singapore. Those who took part were from companies Astro, Beiersdorf, Boost Holdings, Globe Telecom, Heineken, J&J, L’Oréal, PETRONAS, Porsche Singapore, redONE Network, Rustan Commercial Corporation, Smartfren, Smartone, U Mobile and many more.

Shaina Teope, regional editor of MARKETECH APAC and also moderator of the panel, commented, “Marketers are in a continuous challenge of transforming an intangible but crucial asset as marketing data and shaping that up into something that would be deemed beneficial for consumers and revenue-generating for brands. This industry discussion is important because expert minds from the brand and agency side are given the platform to share tried-and-tested methods in doing just that so that brands need not start from the ground up.” 

Julie Ng, CEO of Vase.ai, remarked, “Many marketers know that consumer insights are important to drive growth, but not many know where to begin and how to elicit tangible and relevant results from consumer research with minimal resources. I hope my presentation not only answered these questions, but also inspired a growth and agile mindset: build a consumer insights system, not a consumer insights project because a system is something we will keep using, iterating, repeating and improving for our competitive advantage.”

Meanwhile, on the partnership with MARKETECH APAC, Ng commented, “Honestly, this is the first stress-free webinar I have partnered up with. I could focus entirely on preparing my presentation without worrying about everything else – project management, advertising and promotion, ensuring quality webinar attendance, and most importantly, transparent communication – because I trusted MARKETECH APAC would deliver. And deliver they did.” 

On-demand access to the webinar is now available. Get your access HERE.

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Main Feature Marketing Partners Southeast Asia

MARKETECH APAC to launch webinar this July to discuss transforming marketing intel into actionable insights

Singapore – One of the boons of the digital age is the wealth of data we’re able to obtain in our hands. In the marketing world, data is the air by which campaigns breathe, but now that insights collection is not as difficult as it was before, the constant matter that baffles us is – how do we actually make sense of all this information? 

This is the focus of MARKETECH APAC’s upcoming industry discussion – ‘Consumer Insights Power-Up 2022’. In partnership with Vase.ai, the webinar aims to help marketers and brands in Southeast Asia effectively translate their marketing intel into smart campaign actions and strategies.

Together with some of the brilliant leaders in marketing in the region, we will be delving into a discussion that puts the doubt and uncertainty we’ve been harbouring to the fore when it comes to our consumer insights business in the aim to provide appropriate solutions. Get answers to questions like how do you mobilise marketing insights? How do we turn them into agile marketing? How do we build a brand insights structure that would weather unforeseen crises? 

To be held virtually on 27 July 2022 at 2 pm SGT, the marketing experts that will be joining us are Jia Nina, the country marketing head of BigPay for Malaysia; Neeraj Gulati, partner at Entropia; Elya Eusoff, GM of MSL Malaysia; and Tanushri Rastogi, the marketing Lead of Popeyes for APAC. Each of them will be sharing their insights into every crucial part of insights mining in marketing such as transforming the data at hand into actionable insights and developing an information structure that would help weather any crisis, may it be brand-related or economic.

“Data is overflowing, but how do we extract the most vital insights and make sense of it all? Having a gold mine of data is one thing, but knowing how to use it to the best of our marketing campaigns is an entirely new challenge. Let this industry gathering of leaders from SEA help you jump into a clear path,” said Shaina Teope, regional editor of MARKETECH APAC. 

Meanwhile, Julie Ng, Vase.ai’s CEO and co-founder, commented, “It goes without saying that the pandemic has underscored one thing: marketers need to be nimble, confident, AND effective enough in responding to ever-changing consumer expectations – even if it means letting go of your previous plans to pivot. What better way to do this than to ask consumers directly what they want whenever you want?”

Ng adds, “I’m excited to share how you can harness the power of on-demand consumer insights to drive your marketing efforts for the second half of the year.”

Join us this 27 July at ‘Consumer Insights Power-Up 2022’. Register HERE to secure your spot. 

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Technology Featured East Asia

China-based iClick launches new marketing analysis tool iNsights

Hong Kong – iClick Interactive Asia Group (iClick), an independent online marketing and enterprise data solutions provider in China, has launched its flagship marketing analysis tool iNsights, which gives brands in-depth and actionable consumer behavior insights to drive more effective marketing campaigns.

In the past months, iClick announced upgrades to iAudience and iActivate, its market intelligence and ad campaign management platforms. With the new tool launch, the iSuite solution of the company now completes the full campaign cycle including its audience targeting solution iAccess.

iNsights is a one-stop tracking solution that tracks and analyzes cross-channel campaigns covering China and overseas markets, eliminating the use of multiple marketing tracking systems.

Utilizing full-data analytics to produce reliable and accurate insights, iNsights provides for brands a better understanding of marketing-driven traffic as well as on-site audiences’ behaviors to facilitate more effective re-targeting. The tool is also said to carry a user-friendly dashboard that renders complicated data into visualized interactive graphics.

“iNsights effectively addresses the difficulties presented to marketers by the shallow insights provided by raw data and selective sampling data analysis, as well as the inconvenience and incomparability of multiple tracking systems for different regions,” said Frankie Ho, president of international business at iClick.

“Our recent update of iAudience and the launch of iActivate and iNsights are part of iClick’s commitment to continually build up and develop the best full-stack solutions for global marketers. iClick has always devoted itself to helping brands gain a better and deeper understanding of markets in real-time and to creating the best marketing strategies driven by data and advanced algorithms,” added Ho.

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Technology East Asia

China-based iClick announces upgrade of ad campaign management tool

Hong Kong – China-based independent online marketing and enterprise data solutions provider iClick Interactive has launched an upgrade of its advertising campaign management tool, iActivate.

iActivate is a search engine marketing (SEM) campaign management platform that consolidates a number of ad platforms into one single platform, streamlining campaign monitoring and management. 

The platform is said to work in tandem with iClick’s Tracking Solution, providing marketers with customized reports and actionable insights into the effectiveness of their advertising spend. 

“iActivate provides straightforward and intelligent market insights that address the pain points faced by marketers of receiving insufficient and overly-general campaign data,” said Frankie Ho, president of international business at iClick. 

iActivate is an addition to iClick’s suite of products, which include iAudience, iAccess, iAX and Tracking Solution. 

Ho said that following the upgrade of iActivate and iAudience, the company’s audience analysis-focused platform, the company will continue to leverage iClick’s existing consumer profiles, as well as its advanced technology in machine learning and its AI to enhance and improve solutions.

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Main Feature Marketing Southeast Asia

How to unlock regional opportunities and engage audiences with the right kind of insights: a marketer’s survival guide

Building and maintaining a healthy brand is a relentless and ever-evolving process. While online sales have seen steady growth in the past decade, the impacts of the pandemic have further accelerated the uptake of digital mediums. In particular, those organizations with a regional presence, things get even trickier as each individual Asian country has its own digital and social landscape; failure to understand these hyperlocal insights will eventually lead to failed strategies.

With this, Thailand-grown social media analyzing service Wisesight shares the 7 methodologies that they think marketers may leverage to enhance their regional game plans.

Wisesight believes that competition between foreign and local brands has never been as tight and fierce as it is now; and without studying the background and consumers’ interest, it’s hard to dive in and expect significant growth of revenue. 

A common theme emerges between these 7 methodologies, that is, brands should simplify the analysis and management of regional initiatives with the help of social data. 

Here’s how marketers can do it:

1. Do a Regional Brand Health Check

A ‘regional brand health check’ will enable insights on the intricacies specific to your brand within each market, giving you direction on how your consumers think, and truly feel about your initiatives, and if they are on point for each country you have a presence in.

According to a study that was centered on a regional footwear brand’s health for four countries – Malaysia, Thailand, Singapore, and Vietnam – the highest share of voice came from Thailand and Malaysia, with 36% and 34% respectively. Despite the fact that the Malaysian population size is lower compared to Thailand, the rate of consumer’s voice is significantly high and similar for both countries, which implies a high affinity for the brand within the market and even a potential to be top of mind in Malaysia when employed with the right marketing strategies.

2. Run a Channel Analysis

Another methodology that enlightens on the mix of channels to use in different countries would be ‘channel analysis.’ This will help craft the right social media channel mix strategies to penetrate each APAC country. An example of this, is for a specific regional footwear brand, Malaysia has a higher concentration of consumer voice on Twitter by 54%. This study is critical as the channel mix varies by industry and audience types.

Other findings in the study of the four countries are that the most active users are in Thailand and Malaysia, followed by Singapore and Vietnam. Vietnam was relatively low across channels as the footwear brand had just penetrated into the market during the period of analysis. Other key takeaways a brand could get from this type of analysis especially in multilingual nations like Malaysia, Singapore, and India among others, is the concentration rate of dialects or languages commonly used by fans of a brand. Localization of content is needed to capture the attention and raise engagements and such analysis can help you decide to what degree you need to localize, and which languages specifically are more important to your audiences.

3. Carry a Sentiment Analysis

A ‘Sentiment Analysis’ helps to understand and cater to consumers as it’s a necessity to satisfy their needs, resulting in having a positive impact and sentiments. Analyzing sentiments aids brands to identify key areas of focus to improve operationally, or product-wise, adjust their marketing plan and tweak their communications and social media efforts. This will help them resonate better with their audiences, ultimately improving overall brand net promoter scoring (NPS).

4. Micro-KOL identification – Organic influence

While appointing an agency to get influencers is a costly affair, many regional brands are turning to the Micro-KOLs as this segment of influencers is deemed more reliable and perhaps they’re the way forward in some instances. However, identifying them is a challenge in itself. Wisesight’s Micro-KOL identification methodology enables the brand to collaborate with organic fans of their brand, tapping into the holy grail of the marketing funnel “advocacies”.

5. Dive into Product Analysis

Deep dive analysis specific to products alone will give learning on the key elements to highlight in different countries to attract consumers’ attention. Based on the regional footwear brand’s study findings, netizens were more brand-centric which indicated their customer’s loyalty towards the brand.

Consumers across the four countries perceive their footwear as comfortable. While Malaysia and Singapore both have positive impressions towards their designs, those in Thailand and Vietnam are more concerned about the authenticity of the shoes due to a penchant for reselling in these markets. With these insights, the marketer now has a better picture of how to position their key selling points in each country to resonate best with audiences.

6. Endeavor in Regional Topic Analysis

Get into your customer’s head; what are their main concerns and topics of interest? For context, a brand that ran the exact same content calendar across the region garnered varying topic preferences from audiences, the below chart illustrates how Singaporean consumers were contest driven, Malaysia were more brand-centric and Thais were keen on resales of the product from the Brand – an exactly similar marketing strategy but different reception.

With analyst-supported research, brands can also study the topics from different parties to understand consumers’ preferences from different segments. This will help brands in understanding the method to target different types of customers. A Wisesight case study for a regional hardline manufacturer during the height of the pandemic lockdowns, revealed both contractor and consumers’ priorities were different. Contractors needed to adapt to sustain their business and to target different segments of customers and the end-user simply postponed all projects.

Overall, it shows that the end-users prioritized their experience and could wait to purchase the product, while contractors focused more on the supply chain of the products. The brand ultimately could plan what the end-user would need more of when the lockdowns were lifted and create more communication for contractors on the availability and methods to access their products during the lockdown.

7. Consider Content Performance Analysis

Inbuilt social performance insights can only get you so far. In this specific method of analysis, aside from learning from your own performance, a combination of competitors’ performance will allow you to learn from their successful strategies and failures, continuously improving content, posting performance with the insights and tactical recommendations given by Wisesight analysts. In the below analysis, Brand 2 (UNIQLO) only has 0.001% of efficiency rate despite having the highest number of posts among all brands.

Clearly, the posts and interests between the brand and consumers do not match, resulting in having to do so much more to hit the engagement numbers. The goal should be to have a high-efficiency rate and gain high engagement too.

Applying these methodologies to analyze consumer’s voice regionally amounts to improving visibility for marketers, streamlining marketing spend, and truly building active communities that serve as organic advocates for your organization. These methods will further help audit the performance of your appointed creative agencies, campaigns, social media content performance, and overall marketing strategies.