Count on mobile to gain momentum, particularly in emerging markets.
With the explosion of social in 2011, Adrian Lee, chief digital marketing exec at Yolk predicts that customer relationship management (CRM) will merge with social and there'll be more social loyalty platforms in the market this year.
Mobile will also continue to gain momentum, particularly in emerging markets like Indonesia due to rapid smartphone adoption. He adds that marketers will be investing more in the mobile ad space too.
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Adrian is the chief of digital marketing and technology in Yolk, a Grey Group company, one of Asia's leading interactive and digital media agencies with over 40 employees headquartered in Singapore. Adrian joined Yolk in 2005 and helped shape the vision towards a company where creative and technology is inexplicably linked to serve the higher purpose of marketing. With this approach, Yolk managed to secure regional accounts such as Microsoft, Cibavision, and Canon. Adrian has 12 years of experience in the digital industry with parts of those years spent in Microsoft being in charge of MSN Search, Portal, and advertising platforms, overseeing the expansion of MSN portal from a single market (Singapore) to five markets across Southeast Asia, part of the team that piloted Microsoft adCentre in Singapore and won "Global Product Manager of the Year" at Microsoft in 2004. His technological background is well complemented with his five years experience in advertising and publishing industry. Technology solutions, which Adrian creates, always serve the purpose of his clients in bridging the latest technologies with marketing strategies to boost their campaigns to their fullest potential. When not knee deep in technology, he produces electronic music under various monikers.
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