Singapore – The business of marketing is nothing but a pursuit of innovation that seeks to replace ‘older’ problems with ‘better’ ones. While the internet has blessed us with an ecosystem that generates overflowing data, the ‘better’ problem now is how do we strategically and intelligently translate this marketing data at hand into solutions that are a win-win for both the brand and consumer?
These are (1) Ensuring ROI, (2) Getting signals rather than noise, and (3) Conducting consumer research with minimal resources. At the heart of putting in place an effective ‘consumer insights system’ is this simple yet compelling framework which is called the Consumer Insights Loop.
The ‘loop’ is so straightforward that upon learning it, brands can go ahead and apply it right away in their most immediate marketing concerns.
The Consumer Insights Loop consists of three steps: Feedback – Action – Outcome.
Julie said that the same strategy is being adopted and embraced by top Silicon Valley companies such as Facebook, LinkedIn, and Uber. And what these companies have found as most effective is first, treating consumer insights as a feedback mechanism in everything they do (feedback). The second is directing that feedback to tie it to a new business action (action), and then lastly, to close the loop, measuring the outcome of the new action (outcome) and then repeating the process all over again – using the consumer insight extracted from the new action as the baseline feedback to start and develop a new business action.
As an example, Julie uses the case of a telecom whose objective is to look for a promotional campaign idea to increase roaming usage data.
As a starting ‘feedback’, the telecom found that roaming prices are currently a big hurdle to consumers, and that insight revealed that the audience, prone to sharing their experiences online, would use data 71 times more if charged at a lower rate. With this, the telco created a campaign that charged lower roaming tariffs and a messaging that played around the theme of ‘holiday spam’. When measured, the campaign had actually resulted in a 90% increase in the telecom’s social conversation volume and off-the-chart brand metrics.
In the presentation, Julie also shared insights on how to identify and acquire ‘signal’ from ‘noise’ in a trove of overflowing data. She said that in order to successfully distil a ‘signal’, you have to be intentional, targeted, and specific on the type of data you’d like to obtain.
Furthermore, in order to confidently say that a consumer insight is indeed a signal that leads to an action and is not a noise, we need to meaningfully close at least one round of the loop. However, even if it is indeed a signal, you would need to close the loop at least twice in order to get meaningful business results.
Learn more about what Julie has to say with regard to refining and optimising your consumer insights strategy through the on-demand webinar.
The webinar, with the theme Consumer Insights Power-Up 2022, gathered marketing leaders in SEA to discuss how brands are building and implementing their best practices in consumer insights. The industry discussion saw Jia Nina, the Country Marketing Head of BigPay, and Tanushri Rastogi, the marketing lead of Popeyes for APAC gracing the panel, while Neeraj Gulati, partner at Accenture Song, joining the discussion for a fireside conversation.
Hong Kong – Edelman has strengthened its leadership team in Hong Kong and Taiwan, having elevated leaders across its corporate, brand and technology offerings and expanded its creative team. The appointments come shortly after Delicia Tan’s arrival as CEO of Hong Kong and Greater Bay Area.
From her previous director role in the agency, Sofia Yip is appointed as head of brand across Hong Kong and Taiwan.Edelman said that with brands operating at the intersection of “culture, purpose, and society” to succeed, Sofia’s fluency in brand management, strong track record of leading integrated global and regional accounts and deep local cultural understanding will help its clients’ brands reset and reimagine amidst today’s rapid changes.
Meanwhile, Oliver Davis has come onboard from Ogilvy as the firm’s new creative director across Hong Kong and Taiwan. Davis brings more than 9 years of experience in creative, having played a critical role in award-winning brand campaigns, activations, product launches and customer communications for brands including Pizza Hut, Huawei, and Coca-Cola. Davis will report to Executive Creative Director, John Koay, who joined the firm earlier this year.
Alongside the new heads for creative and brand, Edelman has also elevated leaders to lead the team anew in the corporate and technology departments.
Tasked with diversifying Edelman’s corporate communications offering, Angela Hui has been elevated to head of corporate for Hong Kong and Taiwan. Meanwhile, Simon Chan will serve as head of technology for the Greater Bay Area. Chan joined the team from Edelman London in November 2018. In his new role, he will partner with Edelman’s APAC Tech Sector Lead, John Kerr, overseeing the development of a regional Centre of Excellence based out of Hong Kong, providing regional clients with solutions in the areas of Web 3.0 and the Metaverse.
Delicia Tan, CEO of Edelman Hong Kong and the Greater Bay Area, commented, “Clients today demand borderless digital-first integrated communications that drives impact. Working together as onE Edelman team across Hong Kong, Taipei and the Great Bay Area will enable us to create compelling new touchpoints for their stakeholders, while building engaged communities through digital storytelling and immersive experiences. This will enable them to stand out, build engagement and ultimately, drive real action.”
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 alsomoderator 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.
Creative, brand identity, and automation are just some of the most vital elements within any successfully working marketing strategy and campaign. The first two deal with external execution, while the latter refers to operational efficiency.
In a rare opportunity that gathered Philippine marketing leaders representing diverse industries, MARKETECH APAC, in partnership with Celtra, delved into a discussion on how brands in the market best approach their marketing strategies in the region. In this discussion, we dived deep into what it takes to deliver high-performing creatives and unique brand identity, while harnessing the power of automation to achieve marketing agility.
In the industry event which carried the theme, ‘Visual2Vision: Leveraging Creativity As Your #1 Marketing Performance Lever’, marketing heads from brands Cambert (Pilipinas), Inc., Canon Philippines, Cebu Pacific Air, Decathlon Philippines, dentsu Philippines, foodpanda Philippines, Generali Philippines, and L’Oréal Philippines each shared how they are keeping their brands top-of-mind in a period where digital has accelerated the bar for which brands are deemed worthy of support and favorability.
Authenticity at the heart of the marketing creative
During the discussion, marketing leaders agreed that at the core of any marketing creative is authentic narrative and messaging. Danielle Eleazar, foodpanda’s head of marketing for new verticals in the Philippines, said that it all boils down to authenticity because beyond making sure that any creative asset or communication resonates with the market, the consumer has to ‘understand’ the message.
“As long as that creative consideration lies [in] authenticity, it’s something that really resonates with the consumer,” said Eleazar.
Canon Philippines’ Anvey Factora and Decathlon Philippines’ Jessica De Leon both echoed the said insight. Factora, Canon’s head of marketing communications, e-commerce and retail, said that amongst others, their topmost consideration on the creative side when launching a marketing campaign is building a strong and authentic narrative. Meanwhile, De Leon, Decathlon’s direct marketing lead, believes that a brand’s creative must be “memorable [and] authentic” with tailored messages based on audiences’ needs.
Meanwhile,for L’Oréal Philippines’ Chief Digital & Marketing Officer, Isabel Falco, building the creatives still goes back to whether it’s able to answer the ‘creative brief’ to be done.
“The topmost consideration for the creative is still going to be whether it successfully answers the creative brief or the job to be done,” said Falco.
However, marketing leaders also stressed the importance of balancing the genuine appeal of creative implementation with execution aimed at achieving business goals. It was Factora who said that in tandem with serving creativity, it’s important to make sure that the overall marketing and communications are aligned with the business direction.
“At the end of the day, we will always be evaluated [on] the business results and impact,” he said.
In the same vein, Patricia Bucag, Cebu Pacific Air’s marketing manager,believes that a marketing campaign must, above all, answer to the business need, which in the airline’s case is getting people to purchase.
At a stage where brand awareness is already high for a company such as Cebu Pacific Air, Bucag said the objective of any marketing initiative becomes purchase-led results.
Yet, brands today are struggling to meet the speed for campaigns to be launched across the funnel. Brand marketers don’t have the luxury of time to spend on the design craft for each and every asset while managing prompt campaign launch times. In order to meet the needs for personalised consumer experiences without burnout, marketing and creative teams must be equipped to successfully launch full-funnel campaigns at scale.
Managing the branding identity of international brands
In a world where every impression is a brand impression, the PH roundtable discussion dove into the main topic of brand identity, the umbrella strategy which creative would fall under.
A number of leaders in the discussion represented the PH leg of international brands such as Canon, and as expected, an entity like Canon Philippines needed to be very strict when it comes to the implementation of all things related to creative to ensure the quality reflects the brand at large.
How Canon Philippines remains effective in its strategy, Factora said, holistic planning is key.
“Coming up with a holistic identity is very, very important because Canon is not just operating in a particular segment or in a particular region, we’re operating in different continents in different countries,” he said.
Factora believes that every great campaign remains to be backed up by holistic planning, and by this, he means integrating not just one function in marketing, but including those from, for example, distribution and sales. This is taking into consideration the sales agenda and channel mapping in the overall strategy.
Meanwhile, we also learned how a local arm of a global insurance brand decides on and manages its branding. For Generali Philippines, it’s all about making the brand’s purpose the compass to draw what steps are best suited to deliver its brand identity.
Milca Javier, the brand’s head of marketing, said, “The purpose of everything that you’re doing in terms of the creative [and] in terms of your campaign [is important]. You want to craft something that emphasises or, you know, heavily promotes all elements of your DNA, of your brand DNA.”
Javier raised questions like, “Do we want to evoke something?” and “Do we want to say something to the audience?” So for example, insurance is strong, but then the brand may want to show that it’s not too stiff or that it’s not too serious, and can also invoke fun, so this is where the little details such as typography and brand colour come to make a big difference.
Ultimately, she said, the buy-in of the branding must come from within before it can even be accepted by the general consumer.
“It’s really valuable that Generali Philippines, the colleagues that I have within the company, know the importance of the brand [and] the brand identity,” she said.
“It’s very, very important that all of the people within Generali Philippines are buying into [our] brand identity. This is the core and we have to stay true to our core,” Javier added.
On the other hand, Cambert Pilipinas’ Jenny Arcellana, its head of marketing, shared about how, overall, marketing strategies, including putting branding identity in place, have evolved through recent years. Arcellana said it’s the influencers and the content creators of today that have been the biggest change.
“So it’s still the same, you know, you have to drive awareness [of] your brand, you have to tell your audience what the brand is, [and] your product – why would it appeal to them, to the target market,” said Arcellana.
But that the change, she said, has been with how you promote the brand and the media available. As a leader in trade marketing, Arcellana commented that amidst these changes, availability and visibility in trade are still very important because a product that cannot be seen cannot be sold.
“But of course, you have to talk to the right person to whom your brand or product is relevant to,” she said.
The power of automation in building personalisation in marketing
Realising creative and branding initiatives cannot be discussed without talking about the role of automation in their development. With a wide range of tools and marketing tech platforms at marketers’ disposal, the matter isn’t whether to utilise what but how to strategically harness these enablers to deliver a brand’s marketing strategy best.
The marketing heads were in unison to say that personalisation is what is made possible by automation–and at scale. Isabel Falco, L’OréalPhilippines’ chief digital & marketing officer, said that there are many different ways to communicate a product’s relevance to a consumer and automation helps in creating many different versions of a creative or marketing campaign to find what is best fitted to a specific audience.
“We really see the value-add of having the capability to automate, [enabling] us to [do] A/B [testing] at scale,” Falco explained.
The power to automate tedious design tasks speeds up time for marketers looking to amp up their creative testing roadmap. With tools like creative automation, brand marketers can iterate and update their highly-customised creatives independently without losing time on manual updates for individual creative versioning. By allowing teams the freedom to produce creative variety at ease, marketers can get campaign refreshes out of the door and initiate the purchase journey quicker.
For Mako Chaves, dentsu Philippines’ MD and Head of Media, one of automation’s top benefits is being able to gain and firm up the ‘audience understanding’, which he believes is the foundation of all great campaigns.
“It all boils down [to] one thing, which I think is consumer truth. And at the heart of every campaign that we do at dentsu is about deep consumer understanding,” said Chaves.
He added, “Without every campaign latching onto a deep consumer insight, I think everything will fall, everything will not be genuine and everything will not be authentic.”
Meanwhile, Decathlon’s De Leon wanted to emphasise how automation eventually gives way for the team to have a seamless and smooth working process.
She said that just like being a brand for sports, efficiency and performance are important to them and utilising the tools that are available makes it possible to deliver personalised and targeted ads to customers.
“Automation really empowers the team to be able to clearly see their next steps and to be able to analyse what’s working and what isn’t…automation allows us to be able to make the work not just efficient, [but] also sustainable for our future customers,” stated De Leon.
In the PH-focused industry discussion, while marketing leaders shared their customised approaches to creative, brand identity, and automation, common themes remain such as balancing ingenious creative campaigns with business-oriented marketing communications. Marketing leaders have also spoken that although brand identity is the main responsibility of the marketing team – effective branding that resonates with consumers is one that is developed and integrated through the cooperation and buy-in of other functions within a company – proving that belief in the brand identity must emanate from within teams, empowered by tools that aid brand governance.
Amidst marketing leaders lending their views and thoughts on external execution, the brand and agency heads also shared what role marketing tech like automation play in bringing marketing campaigns home. While leaders cited different areas of marketing they see automation being the most beneficial, they all agreed that essentially, it’s the ability to deliver targeted and tailor-fit campaigns to consumers that makes it easy for brands to achieve marketing excellence.
Mumbai, India – CleverTap, the modern and integrated retention cloud company, has unveiled TesseractDB(TM), the world’s first purpose-built database designed to dramatically improve user engagement and retention for digital consumer brands. TesseractDB(TM) brings true technology innovation to growth marketing leaders looking to deliver in-context, timely, personalized messaging and recommendations across all user touchpoints.
TesseractDB(TM) transforms massive amounts of first-party user data in a privacy-friendly, accessible, and affordable way to power real-time user personalization. Leveraging machine learning and Artificial Intelligence (AI), it offers limitless scale and enables digital brands and businesses to harness data and context for every interaction. User engagement and retention start from Day One when a user launches an app for the first time.
Sunil Thomas, co-founder and executive chairman of CleverTap, shared, “Today, we are excited to unveil TesseractDB(TM), the data technology that powers the CleverTap platform. It will allow global growth marketing teams to achieve true omni-channel customer engagement,”
“In the last 40 years, MarTech vendors have cobbled together generic off-the-shelf data technologies in an effort to solve issues for end-user messaging. These technologies have been limiting, and as a result, brands simply cannot fully unlock their own user data for real and meaningful relationship building. To transition away from the spam and transactional communication that is so prevalent in MarTech today, we must make user data available, affordable, and easily accessible. This is why we invented TesseractDB(TM).” Thomas added,
When it comes to the MarTech industry, TesseractDB(TM) represents an enormous leap forward in technology because it removes all data limitations. Using TesseractDB(TM), digital brands can offer each user a magical onboarding experience and continue to deliver delightful experiences throughout their journey.
In addition, TesseractDB(TM) enables CleverTap to offer technology, features, and capabilities including, unlimited data look back periods without any limitations, high speed, scale, and throughput, rich, granular first-party user data storage, built-in real-time machine learning and AI, and hyper-personalized engagement and recommendations.
Meanwhile, Momchil Kyurkchiev, chief strategy officer of CleverTap, commented, “Until now, data look back and access limitations, created by overages and cost, prevented brands from unlocking the full potential of first-party user data for engagement. This is a deep tech and science problem. With TesseractDB(TM), CleverTap provides the industry’s most versatile segmentation and data processing engine for mobile engagement,” says
“TesseractDB(TM) is designed to provide MarTech professionals a cost-effective and efficient way to capture unlimited data streams and deliver actionable insights and analytics to drive personalization and engagement,” Kyurkchiev adds.
Singapore – Last April 6, MARKETECH APAC, in partnership with Smartly.io, launched a webinar to discuss the current state of social advertising in APAC. The industry discussion, ‘Social Advertising Trends in APAC 2022’, gathered marketing leaders from brands like HappyFresh, KFC Malaysia, and Unilever Indonesia to draw their expert insights on the best strategies for social advertising today.
Stewart Hunter, the director for customer success of Smartly.io for APAC, delivered the keynote presentation and shared why a multiplatform strategy stands to be the best plan of action for brands in this new period of social media.
According to Hunter, a Smartly.io-led report showed that APAC brands are truly becoming social media-first where over 84% of brands in the region are spending over 50% of their advertising budget on social media advertising, which is the highest percentage globally compared to their North American and European counterparts. Of where they wish to direct this ad spend in 2022, the top social media platforms eyed were Facebook, followed by Instagram, YouTube, and then Twitter.
Hunter said that 2022 is the year for brands to truly go multiplatform.
“Your customers are already there, [and] are already across social media platforms; now the brands, the CMOs are really looking to make sure they are truly following their consumers and potential consumers,” said Hunter.
While there used to be fewer social media platforms for advertisers to focus on previously, now that more users have gone multiplatform, so should brands and advertisers.
In addition, in order to deliver effective social advertising today, Hunter said that brands must harness the human and tech resources needed for today’s social media landscape. As they adopt new multiplatform and multiformat strategies, social media advertising creation and delivery that still involve manual processes will prove to be cumbersome.
As more brands and advertisers focus on social media advertising, they will need to attract talent, amid the growing competition for skilled employees. Hence it is key to harness the power of automation to drive campaigns across various platforms and generate the greatest results.
When it comes to talent, Hunter said this doesn’t necessarily mean removing talent, but rather, unleashing the creativity of their people to add additional value to the brand.
“Within this year, how are people going to use automation to blend a range of processes [is important] so they can achieve creativity at scale,” added Hunter.
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