Watch out for 3 key digital tendencies in Asia

A recent digital conference drawn a number of predictions expect to take off in Asia.

1. Social media will take over the other forms of communication with brands. The Instant messaging app WeChat is a good example of connection between brand and consumers. Brands can reach the consumers to have conversations and even make payment. There is no doubt WeChat is a good platform to connect brands with the Chinese market. Some additional services and values can be made in WeChat as well. Let’s get through the business opportunities created by WeChat in our coming blog posts!

2. The importance of the mobile-readiness. It has been long-forecasted and should not be ignored. Consumers reach brands through mobile anywhere at any time with their mobile devices. Mobile is also a tool for business to act as a bridge to bring your consumers from offline to online and vice versa. Many businesses are already taking advantage of these mobile opportunities. It is not difficult to see people getting discount by scanning QR code coupons or following social media accounts established by brands. However, what else we can further do for our consumers from offline to online? Read our upcoming O2O (offline-to-online) series.

3. The emergence of HTML5 is a notable trend. It’s time to make good friend with it as most mobile platforms no longer support Adobe Flash, in favor of HTML5. Given the majority of web visitors are shifting to use mobile devices, HTML5 is expected to be the de facto technology for delivering interactive web experience. HTML5 can also bring new opportunities for online marketing e.g. geolocation, offline storage. Sounds interesting? Learn more about HTML5 by following us here.

We will share more tips on adopting WeChat Marketing, O2O lead generation and introducing our good friend HTML5 on the blog! We love what we do.

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How to deal with the talent gap for digital marketing adaption?

There is no doubt that digital marketing is booming and engaging customers via digital/online channels is on the top priority list of many marketers. However, Adobe has shared an infographic that revealed an alarming sign that the talent gap is stopping marketers from harnessing the power of digital marketing in full.

To deal with the talent gap, outsourcing to external agencies would be a possible solution. The next question would be: What kind of marketing efforts could be outsourced? More importantly, how to work closely with a marketing agency such that it would deliver positive results?

There are four main phases for digital marketing framework:
I. Set goals, target, KPIs
II. Design customer engagement / interaction
III. Execute Programs
IV. Measure, govern, improve via feedback

As a digital starter, start off the process by selecting the right partner – it should be large enough to have the capability and qualified talents to handle your job but small enough to provide flexibility and care. If you like the team in the pitch, ensure they are the ones who will deliver – not handling to another team.

You will need to have close cooperation with the selected agencies to walk you through for all the above phases. Treat your agency as “an extension to your team” so that you can be open and direct with your needs and limitations. Digital campaigns usually engage customers at multiple touch-points and at different stages of purchase cycle. Therefore, it’s important to involve relevant stakeholders – marketing, sales, IT and the agency contact point – in campaign formulation & communication.

Many marketers share the view that the most difficult part is “trust building”. We tend to think this is a two-way process. Marketers can set goals with the agency so that there is a sense of “shared responsibility”. Agency needs to be open with their charging scheme and stay on their commitment. Transparency is always key to building trust. In digital marketing, data is usually very transparent so it is already a good start.

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