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Main Feature Marketing Partners APAC

MARKETECH APAC delves deep into metaverse marketing activations in recent webinar

Singapore As it gains more traction and public knowledge, the metaverse space opens limitless possibilities for brands and businesses alike. But because many still seem to be intimidated by its concept, how will marketers be able to instil their metaverse activations in their consumers and audiences? 

MARKETECH APAC, in partnership with consumer intelligence platform Talkwalker, gathered industry leaders to give light to this question through its recent webinar titled, ‘What’s NEXT 2023: Metaverse Marketing Activations in APAC’. Benjamin Soubies, managing director for APAC and Japan for Talkwalker, delivered a keynote presentation that tackled how metaverse can be leveraged to effectively engage communities. 

In his presentation, Soubies shared that the metaverse has paved the way for people to create connections that are even further engaging and with it, brands may be able to reach their consumers and potential consumers in more ways than earlier imagined. He also shared about the metaverse conversation hotspots in the APAC region, different ways brands are engaging their communities in the space, key features of metaverse brand campaigns, and the metaverse-gaming connection, amongst others.

“As more players join in the game, it is extremely important to leverage consumer insights in order to identify the most promising opportunities in the metaverse that you should be investing in,” he said.

To further discuss the topic, a panel discussion was conducted which was joined by industry leaders Ramakrishnan C.N., managing director for SEA and metaverse lead at Accenture Song, Amrita Mallik, vice president of HSBC, and Chris Gurney, group creative director for APAC at Virtue Worldwide. Each of them discussed the trends, opportunities, and challenges, amongst others, that the metaverse space presents to the marketing industry.

The experts also shared their insights on how to activate marketing campaigns in the space through their perspectives from the brand and agency sides as well as some metaverse marketing initiatives that have proven to be successful.

The webinar was attended by 180 professionals from various industries such as marketing, advertising, banking, and technologies, amongst others. Brands and companies ePLDT,  Inc., Estée Lauder, Metrobank, Netflix, Nielsen, Philips, Publicis Groupe, TBWA, The Coca-Cola Company, and VICE also took part in the event. The top markets present were Malaysia, the Philippines, and Singapore. 

Concluding the webinar, MARKETECH APAC’s Founder & CEO Joven Barceñas, who also hosted the webinar and moderated the panel discussion, remarked, “We began the discussion with the goal of discovering the different challenges and opportunities in the metaverse that await brands and agencies as we enter the new year filled with new trends. I am sure our audiences looking to adopt the virtual space are more than excited to explore the opportunities we’ve talked about.”

Soubies further commented, ”I hope the webinar gave some clarity to brands out there who are contemplating their own 2023 metaverse activations. After discussing the ways brands can engage communities in the metaverse, and hearing from our expert panelists on trends, opportunities and challenges in the space, it will be exciting to see how the newer players find their spot in the metaverse.” 

He also added that in order to succeed, brands and marketers must ensure that they have a solid understanding of their consumers to create “relevant and impactful” metaverse experiences.

Learn more about marketing leaders’ insights on metaverse by getting your on-demand access to the webinar here.

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Main Feature Marketing Partners APAC

MARKETECH APAC webinar discusses how influencer marketing can empower brands in 2023 and beyond

Singapore – The influencer marketing industry and creator economy is booming thanks to a wave of new innovations we’re seeing happening across social media channels. Influencers are becoming household names across the globe, and brands are responding by jumping into the influencer channel to drive successful marketing strategies. As we head into a new calendar year, how should brands maximise the value of their investment in content creators to reach more audiences at scale?

MARKETECH APAC’s latest webinar, ‘What’s NEXT 2023: Influencer Marketing in APAC’, provides answers to this question. In his presentation, Aaron Brooks, co-founder & president of influencer marketing platform Vamp, discussed the evolution of influencer marketing as a brand strategy, the key trends to watch out for in the space, and shared insights on how brands can best participate in the creator economy moving forward. 

According to Brooks, the emergence of digital web 2.0 technologies changed the way marketers interact with their audiences, and that said evolution has greatly benefitted the influencer marketing space. In fact, global influencer marketing is expected to reach $143b by 2030 — amounting to a compound annual growth rate of 33.4%.

Despite this anticipated growth, brands are looking for a seamless experiences collaborating with creators, and there are still actions the company is taking to remove the complexities of the creator economy. To this, Brooks said, “For this efficient experience to happen, we need to think of ourselves as being part of a broader ecosystem that connects the brands and the agencies to the community that helps them activate social content. We already have the critical masses on each platform, and it’s where brand activity needs to happen. Our role as a technology provider is connecting all these parts back to creators, who really exist at the core of this ecosystem.”

He shared key insights brands should consider adopting, in order for them to future-proof their influencer marketing strategies. This includes moving away from a one-size-fits-all perspective and instead thinking of platform-based approaches to be in line with the brand’s overall marketing objectives.

Speaking from his experience with Vamp’s clients, Brooks likewise mentions the importance of boosting creators’ organic content to drive results. “This is really important for a few reasons. When clients boost their organic content through paid media, you are basically giving the content a second lease of life that helps push customers further down the purchase funnel and drives the performance element of a campaign,” he explained. 

He specifically mentioned the importance of leveraging the power of video for content creation. According to Brooks, about 79% of TikTok users said they discovered new brands through the app. From a content format performance perspective, he referenced Instagram reels being 29% more efficient than stories, and 3.8 times more cost-efficient than feed posts. Reels also have 25% more return on ad spend (ROAS) than other IG content.

As Brooks wrapped up his presentation, he shared some actions brands can apply to their influencer marketing approach. His first tip is to apply a squad strategy when selecting a creator mix for your brand, in order to reach all consumer types and sub-niche audiences. This includes recruiting micro-creators who tend to have much more engaged audiences, and using creators from a broad selection of interest groups. He also mentioned it is important for brands to “mirror the fabric of everyday life” by creating authentic advocacy content. Lastly, he recommended using creators to build a digital asset library that has a constant stream of original content, so brands can rise to the challenge of continuously engaging with consumers on different online channels.

Brooks was later joined by industry experts for the panel discussion during the latter part of the webinar, including Ruben Ahmed, director of marketing at HP ANZ; Isabel Falco, chief digital & marketing officer at L’Oréal Philippines; and Jonathan Gerard, head of production at VaynerMedia Asia Pacific.

On-demand access to the What’s NEXT 2023: Influencer Marketing in APAC webinar is now available here.

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Main Feature Marketing Partners APAC

MARKETECH APAC to discuss how to future-proof your influencer marketing in 2023 in its latest webinar this November

Singapore – Influencer marketing has now reached its maturity, but as we all know, the creator economy is very fluid, and even the tiniest disruption can create ripples to give birth to entirely new innovations in this area. For those that have influencer marketing as a key part of their marketing arsenal, this reality can be intimidating. 

As the digital media for the marketing and advertising industry in APAC, MARKETECH APAC has partnered with influencer marketing platform, Vamp, to lead this very important conversation for brands and marketers. To loosely refer to ‘creator economy’, in itself, hasn’t shaken its novelty off among us; when before, influencer marketing is looked to as a vain strategy or an afterthought, it has now swelled its importance and presence to have its very own ecosystem with players and stakeholders that aim to keep the brand-content creator interactivity alive and flourishing.

The webinar, What’s NEXT 2023: Influencer Marketing in APAC, will be focusing on what more can we expect from influencer marketing in the future – in 2023 and beyond. Aaron Brooks, the co-founder and president of Vamp, will be giving a keynote presentation on how brands can best leverage their position in the new creator economy in 2023. Brooks will be sharing valuable insights on what brands can do to successfully navigate current macroeconomic trends and what marketers can learn from other brands that have successfully used creator content to unify their digital and offline presence. 

Meanwhile, a panel discussion will be touching on the developing and newly-emerging trends in influencer marketing today. Together with Brooks, Jonathan Gerard, the head of production of VaynerMedia APAC, Ruben Ahmed, director of Marketing for HP Australia & New Zealand, and Isabel Falco, chief digital & marketing officer of L’Oréal Philippines will be gracing the virtual discussion to talk about how influencer marketing is evolving to change the imperative for content creation and strategy. Furthermore, the marketing leaders will be sharing their expert views on how influencer marketing is now being leveraged to achieve objectives that go beyond branding. 

What’s NEXT 2023: Influencer Marketing in APAC webinar will be held this 8 November 2022 from 2:00 pm – 3:00 pm SGT. It will be conducted as part of MARKETECH APAC’s multi-platform insights-sharing festival, What’s NEXT 2023.

“As influencer marketing continues to mature as a performance channel, what brands want and expect from creators and vice versa will naturally evolve over time,” commented Aaron Brooks, president and co-founder of Vamp. 

He added, “For the relationship to be effective, it needs to work like a partnership, starting with building an understanding of the motivations of each side, and acknowledging the expertise each party brings to the table”

“Our role as a platform provider is to help facilitate this dialogue between creators and brands, to collectively drive the best outcomes. I look forward to sharing some of our learnings during the webinar,” said Brooks.  

Shaina Teope, MARKETECH APAC’s regional editor, commented, “Influencers, and the whole influencer marketing phenomenon for that matter, has been regarded only as secondary, for so long, to the budget-heavy and big-celebrity initiatives by brands. Its significance is changing now, and comes with this is the evolution and growth of how we must realise our strategies in launching and developing influence marketing campaigns today. Let this industry discussion help you step up and sustain your influencer game for 2023 and beyond.”

The said webinar kicks off its parent industry multi-platform series, What’s NEXT 2023. Through its four main content platforms – webinar, conference, interview, and article – we will be gathering the best in the industry to help the marketing community gear up and be ready for the upcoming year’s challenges, opportunities, and trends in marketing.

To join the webinar, What’s NEXT 2023: Influencer Marketing in APAC, register HERE to secure your spot. 

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Main Feature Marketing Partners APAC

MARKETECH APAC’s upcoming webinar to discuss how to future-proof brands’ event marketing strategies

Singapore – Events, following the height of the pandemic, are now putting a premium on the hybrid setup. Brands and marketers alike are utilising both the genuine tangibility of physical events and the widespread accessibility of digital events. For marketers, using a hybrid event model allows them to hit ‘two birds with one stone’ in terms of reaching out to their target audiences. 

There is a greater need for both brands and marketers to be equipped with the latest strategies and methodologies to effectively use their hybrid events for the success of their brand marketing.

With these in mind, MARKETECH APAC, the digital media for the marketing and advertising industry in APAC, and in partnership with Hubilo, is taking the lead to explore what makes events a commercial success: event-led communities and 365 communities. Happening on November 3, 2022, 2 PM (Singapore Time), the webinar ‘What’s NEXT 2023: Events in Asia Pacific’ aims to equip event planners and marketers with the latest trends and insights on how organisations can build engaging and sustainable events.

Through this event, MARKETECH APAC has gathered industry leaders to deep dive into the ecosystem of successful event planning for brands. Joining the discussion are Amit Wadhwa, chief executive officer at Dentsu Creative India; Milca Javier, head of marketing at Generali Philippines; Sophie Ahmed, senior vice president for market strategy at Hubilo; and Razlan Manjaji, director of global events at South China Morning Post.

The panellists will be sharing their views and insights on how brands and marketers create event-led communities, and test membership models, with engaging content. In addition, they will discuss what 365 communities are and how to build them to personalise events.

“Events have been the hardest hit when the pandemic struck, and just because things are now going back to normal, we can’t expect the event marketing landscape to be just the same when it was in its ideal shape. This industry event with Hubilo is so important because we’re not only going to revisit brands’ current event strategies, but we’re now revamping our playbooks to be future-ready as we unravel the impact of the collision of physical and virtual engagements,” commented Shaina Teope, MARKETECH APAC’s regional editor

Meanwhile, Sophie Ahmed, SVP for market strategy at Hubilo, commented, “With the digitization of events, marketers now have access to new ways to build their brand, to generate leads, to funnel these leads, to get closer to their prospects and customers and to gain deeper insight into the behaviours of their market. Events now, more than ever, can be used to drive pipelines, achieve greater insight and analytics and ultimately create more value for the customer. I’m really excited for this session where we will be covering all of this and more.”

The webinar, ‘What’s NEXT 2023: Events in Asia Pacific’, will be held on November 3, 2022, 2:00 pm SGT. Secure your spot at the webinar HERE.

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Main Feature Marketing APAC

MARKETECH APAC’s What’s NEXT returns with a 4-month long festival of insights sharing

The Philippines – MARKETECH APAC‘s What’s NEXT returns this year with a stronger push to bring the industry together through a variety of knowledge-sharing activities. MARKETECH APAC will continue to feature thought-leadership articles written by renowned marketing leaders to cover various marketing areas, as it did last year.

With MARKETECH APAC‘s ongoing push to create relevant video content, we will gather the best in the industry this year and sit down with them to discuss how marketers can prepare for the upcoming year of marketing opportunities and challenges.

On November 3, 2022, What’s NEXT 2023 will kick off with a regional webinar, What’s NEXT: Events in Asia Pacific, in collaboration with event tech platform, Hubilo. On November 8, in partnership with influencer marketing platform Vamp, another regional webinar, What’s Next: Influencer Marketing in APAC, will be held.

True to its mission of creating a well-connected marketing community in Asia Pacific, What’s NEXT 2023 concludes with a two-day hybrid conference, What’s NEXT 2023: Marketing in Asia Pacific, on February 21-22, with at least 120 physical attendees in Manila and 1,500 virtual attendees from various markets in Asia Pacific.

The conference will spark offline and online discussions about digital, e-commerce, customer engagement, CX, esports, research, B2B, metaverse, and other relevant topics that will help marketers future-proof marketing strategies.

MARKETECH APAC’s What’s NEXT 2023 will be a go-to platform for checking out the marketing industry’s new trends, opportunities, and challenges to be explored in the region through this holistic approach.

Keep an eye on our website and social media pages for updates on the hybrid conference.

Please contact Joven Barceñas at [email protected] if you are interested in becoming a partner.

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Main Feature Marketing Partners Southeast Asia

There is actually a definitive strategy that turns consumer insights into trailblazing marketing

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?

In the recently concluded webinar by MARKETECH APAC and Vase.ai, the latter’s CEO, Julie Ng, gives a presentation to discuss the three things that boggle marketers’ minds the most in the midst of transforming marketing intel into groundbreaking marketing.

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. 

Register HERE to get your on-demand access.

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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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Main Feature Marketing Partners APAC

MARKETECH APAC webinar discusses how loyalty strategies will drive greater returns in cookie-less world

Singapore – Last April 28, MARKETECH APAC, in partnership with Oracle, gathered marketing leaders from the Southeast Asia region in the webinar, ‘The Future of Marketing: Loyalty-led strategies in a cookie-less world’, to discuss and uncover how loyalty-led strategies can help brands thrive in digital advertising amidst the elimination of third-party cookies. 

Lisa Collins, director of strategy, Oracle Customer Experience, through a keynote presentation, shared how web 3.0 will transform the way consumers interact and engage with brands and the implications on data collection in this new world. She further explained how loyalty marketing seamlessly fits into the picture as a viable alternative to obtaining quality data sans third-party cookies. 

Collins shared how the present evolution in digital advertising presents opportunities for loyalty programs to be transformed as a key to achieving healthy data exchange. Where loyalty only used to mean rewards and points at best, Collins shared the different innovative ways that brands can deliver them now amidst the increasing popularity of NFTs and cryptocurrency.

Meanwhile, the topic was further delved into with a panel discussion that was participated by marketing heads from Malaysia and the Philippines. Together with Collins; Norsiah Juriani Johari, vice president for product marketing at Astro Malaysia, and Anvey Factora, head of marketing communications, e-commerce and retail at Canon Philippines, shared their expert views and insights into implementing first-party data strategies and data’s role in developing loyalty marketing for the future.

Each of the panellists also highlighted the trends they believe will have the biggest impact on performance and loyalty marketing in 2-3 years, resulting in an insightful discussion about NFTs, ‘revenge’ travel, and the ‘revolution’ of e-commerce. 

The webinar drew 153 marketing professionals from a variety of industries, including retail and e-commerce, media and entertainment and CPG. Most attendees hailed from the markets of the Philippines, Singapore and Malaysia, and those who took part were from companies Bosch, Estee Lauder, Hmlet, Loob Holding, Mastercard, Sanofi, Sunway Malls, The Ascott Limited, True Digital Group, and Xendit. 

On the webinar, Collins commented, “Providing delightful contextual customer journeys [is] critical to customer acquisition, retention and loyalty. As marketers, we’ve always relied on a rich array of data signals to inform these journeys. However, with the imminent demise of third party cookies, a key ingredient for consistent personalised targeting hangs in the balance.”

“But let’s take a step back to understand the root cause of this issue: Consumers are fed up with giving over their personal and behavioural data with their only reward being more personalised advertising. This was arguably what led to a raft of privacy changes and also why the web3 ethos is resonating so strongly: people want to feel meaningfully rewarded for consuming content, for engagement, and for their own creative contribution,” Collins added. 

Meanwhile, Shaina Teope, regional editor of MARKETECH APAC, and also moderator of the panel, remarked, “With the rapid changes in digital, we made sure that with this webinar, we covered good ground on such developments, so it’s not just about discussing cookies, but how these privacy changes will affect brands as we enter a more decentralised internet.” 

“With the combined presence of our marketing leaders, we were able to get into what the future looks like in digital advertising, web 3.0, and loyalty marketing. We’re confident that with this discussion, we’ve become more ready to sail uncharted waters,” added Teope. 

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

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Main Feature Marketing Partners APAC

MARKETECH APAC webinar discusses why now’s the time to go multiplatform in social advertising

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. 

On-demand access to the webinar, Social Advertising Trends in APAC 2022, is now available here.