Home  › Marketing › Strategies
cesdigitasinfographic

Lessons From CES

  |  January 16, 2013   |  Comments   |  

CES, the world's biggest consumer electronics show has wrapped up and the industry is abuzz with the latest trends and technologies.

CES, the world's biggest consumer electronics show has wrapped up and the industry is abuzz with the latest trends and technologies.

The result for APAC marketers? According to U.S. trend reports Connectivity and Tech Innovation will rule this year, meaning you will have more opportunities to speak to your consumers than ever before, in an increasingly connected world. In the near future, the number of channels available to reach your audience will multiply. You will be able to deliver your message through their fridge, their smart TV, their watch, even their fork! It's a marketer's dream.

Yet just because you can, doesn't mean you should.

The best way for your brand to be effective in 2013 (and beyond) is to stop for a minute. Stop and think. Our first and most important job is to decide how we can deliver timely, relevant, and engaging content.

What's Happening Now

Digital marketing is still an evolving discipline in APAC, trailing other regions like North America and Europe. We have real challenges that include a lack of talent and limited budgets. Most marketers remain traditional in their mindset, but they've begun to recognize digital marketing is important - according to the Digital Marketing Performance Dashboard 2012 by Adobe and the CMO Council, 93 percent of marketers believe it can create a competitive advantage for their company. Shockingly though, only 6 percent believe they have the proficiency level to execute digital effectively.

That's a big opportunity for agencies to step in and fill this role. But we can't do it alone. As a former client I can attest to the fact that as marketers we must learn to shift our view of the agency relationship from a production or tactical mindset to a more strategic one.

What Will Happen in the Future

I believe APAC marketers need to start thinking more like journalists, and brands need to operate more like publishers. Coca-Cola is one brand that has already started to make this transition by deploying a solid content marketing strategy (Content 2020), and trading its corporate website for an online lifestyle magazine. They are providing content that talks loudly about Coke's brand values, but quietly about Coke. And their customers are engaging.

This is a timely example because in 2013 we will see a big focus on native advertising (content marketing), as APAC marketers realize that it's not just about channels and platforms, but more about the strategic approach and the stories we are telling.

Digital channels are increasingly important. However, the reality is this: whether customers are part of the "mobile generation" or "social media mavens," unless brands understand the value of each channel to each consumer and how to engage with them, these efforts will fall flat.

Making this change will be difficult in APAC because it requires a fairly big shift in our mindset. However, agency partners who are strong in digital strategy and consultation can be the perfect partner for brands who know how important the change is but need a guide to help them through.

Here are four keys for brands to think of when making the shift to content marketing:

  1. Learn to put yourself in the shoes of the consumer and tone down the "marketing" speak. Be open, transparent, and deliver content that is of value to your target audience. Remember: it's not about you, it's about them.
  2. To become a publisher, building partnerships and a strong content curation strategy will be key to deploying the right amount of content at a reasonable cost. These are equally important elements in your journey to delivering effective content.
  3. Understand that a one-size-fits-all approach is not the way. Consumers are individuals, so get to know them and their interest graphs. Intimately knowing your varying customers and creating content that is relevant to them is the key to success.
  4. Determine how to best monitor conversations and deliver content in real time, to ensure your brand gets into the conversation, when it's timely and relevant to your target audience. Solutions like BrandLIVE can be a practical solution.

Subscribe to ClickZ Asia to receive your weekly dose of the region's latest trends, tips, and insights straight to your inbox.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Erik  Hermanson

Erik Sigvald Hermanson is currently based in Hong Kong as SVP ? Global Accounts, responsible for supporting a large number of Digitas? multinational clients across the APAC region. Since Erik joined Digitas in March 2012, he has helped to drive several innovative digital marketing campaigns and establish a strong base of operations. Erik has a strong international background and expertise in digital marketing and social media. He has lived and worked in 6 countries (Canada, UK, Taiwan, Japan, Singapore, and Malaysia) and picked up 4 languages while doing so. After spending 4 years in the PC industry, Erik spent 8 years working for Research in Motion (RIM) in 3 of their regional offices (Canada, UK and Singapore). While on assignment in the UK, Erik was able to drive several large co-marketing efforts with strategic partners (Yahoo! and Facebook), and built a strong online and retail presence for BlackBerry that helped take consumer sales from 30% of total revenue to 70% over the span of 2 years. More recently Erik was been based in Singapore, heading up RIM's digital marketing efforts in APAC. Over a period of two years Erik and his team made BlackBerry the 3rd largest fan site in Indonesia, the 2nd largest tech fan site in India, and organized the largest ever Foursquare swarm event in Asia (over 30k check-ins in less than 4 hours).     

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...