Darren Yan

Darren Yan

Manager, mobile channels, Asia, Middle East & Africa

Intercontinental Hotels Group

With more than 16 years of experience in mobile, digital media/advertising, and e-commerce, Darren has successfully developed and launched pioneering mobile Internet initiatives such as subscription-based mobile news services, location-based advertising, behavioral targeting using consumer analytics in Singapore Press Holdings, SingTel, Cisco Systems, and DBS.

At InterContinental Hotels Group (IHG), Darren will serve as the regional subject matter expert on mobile and drive overall utilization of mobile to increase revenue and engagement in Asia, Middle East and Africa (AMEA). His mandate includes developing, implementing, and managing mobile marketing strategies to generate greater brand awareness and revenue through owned, paid, and earned media.



Brands Must Embrace Mobile Applications to Build Equity

Jul 10, 2014 - In today's mobile-first and increasingly mobile-only world, marketers must develop mobile applications that are relevant to their businesses and their... Comments


Removing the Inhibitors of Digital Strategy in Today’s Businesses

Jun 12, 2014 - Businesses must rid their staff of the fear of adopting digital strategies, or they will continue to experience delays in achieving success in digital... Comments


Has Mobile Marketing Come of Age?

Nov 6, 2013 - Consider these two reasons that are slowing mobile down as a legitimate marketing channel. Comments


Retail Stores Must Embrace the Mobile Internet in Today's Digital World

May 23, 2013 - With showrooming on the rise, here are three ways retailers can fight back. Comments


Don't Miss the Merits of Augmented Reality in Mobile Marketing

Mar 13, 2013 - And brand owners must consider these data points before any AR deployment. Comments


2013 is The Year Mobile Becomes a Mainstream Media Channel

Jan 24, 2013 - 3 developments in the mobile ecosystem that will have an impact on marketers. Comments


Engagement and Conversion Through Sharing Photos on Mobile

Oct 3, 2012 - With the prevalence of mobile photo-sharing, here are three metrics brands could consider when executing such campaigns. Comments


A Client's View of Mobile Advertising

Jul 23, 2012 - Advertisers must ask what is the value of an impression on mobile sites or within mobile apps? Comments

Negotiating the Best Deal for Online Ad Inventory

May 22, 2012 - How should advertisers react to this new entrant in an already crowded display advertising space? Comments


Making the QR Code Work Harder for Your Advertising Dollars

Apr 18, 2012 - The increasing use of mobile codes signals a shift in advertisers' belief that today's mobile handsets can be a conduit to bring the benefits of the... Comments

Attributing Social Media to Sales Revenue

Feb 28, 2012 - Measurement standards for online advertising don't always apply in social media. Consider this approach. Comments


Digital Marketing: Focus on What It Does, and Not What It Is

Feb 2, 2012 - With an increasingly fragmented digital industry, clients are spoilt for choice. However, there is no silver bullet that will maximize marketing effectiveness... Comments


Location-Based Advertising: Evolving to Location-Based Services

Dec 7, 2011 - We are living in an "always-on" mobile data environment, and this creates an opportunity to create location-based services that focused on building... Comments


Location-Based Advertising: Privacy

Dec 1, 2011 - Advertisers must work with service providers to develop a customer-centric privacy plan in location marketing campaigns. Second in a three-part series... Comments


Location-Based Advertising: The Importance of Location to Advertising

Nov 16, 2011 - Advertisers and service providers must have a thorough thought process behind the use of location marketing so as to maximise its potential. First in... Comments


Measuring Conversion in Mobile Marketing

Sep 26, 2011 - Are cross-media strategies such as featuring QR code or apps in print media effective? Comments


Building a Sustainable Mobile App

Jul 20, 2011 - Tactics to promote user frequency and measuring success for your mobile app. Part two in a two-part series. Comments


How to Build the Sustainable Mobile App

Jul 19, 2011 - How do brand owners ensure its sustainability in a crowded app market? Consider these three factors. Part one in a two-part series. Comments


Metrics to Optimise Mobile Campaigns

Jun 15, 2011 - While there are no universal metrics for mobile, here's what you could use for mobile web and SMS campaigns. Comments


The Online Community Needs More Progressive Videos

May 12, 2011 - A video ad channel is economically more compelling than TV, and here's why. Comments


A Pragmatic Mobile Communication Strategy for Retailers in Asia

Mar 11, 2011 - Mobile marketing firms might have released novel technologies and solutions but here are three well-tested tactics retailers could engage consumers... Comments

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