Tag - marketing

Who controls the brand conversation?
Analysis  |  Marketing

Who controls the brand conversation?

by Arthur Hagopian  |  Sep 19, 2014  |  Comment now
An anthropologist's view of social-media attitudes in China and the ramifications for brands, with case study examples.
Have U2 and Apple officially killed the value of music?
Digital  |  Opinions

Have U2 and Apple officially killed the value of music?

by Chris Reed  |  Sep 17, 2014  |  Comment now
Music stars do want to have it both ways. First they complain that music is not being valued properly, that piracy is killing new music—then they go and ...
Looking to reach China’s lower-tiers? It’s in the palm of your hand
Analysis  |  Marketing

Looking to reach China’s lower-tiers? It’s in the palm of your hand

by Herman Cheng, Vineet Arora  |  Sep 17, 2014  |  Comment now
Marketers everywhere want to find the quickest, most cost-effective and least-convoluted route to the hearts and minds of lower-tier city consumers. But you ...
(Digital) Crisis and Issues: It's Time to Certify the 'Experts'
Digital

Certify Crisis

by John Kerr  |  Sep 17, 2014  |  Comment now
Crisis and customer service issues are the 'new normal' online. Who is advising brands, not just on brand recovery, but also pre-warning them about risky ...
Campaign Asia-Pacific's 40 under 40 (2014)
Advertising  |  Digital  |  Marketing  |  Media  |  News

40 under 40: Meet the entire class of 2014

by Staff Reporters  |  Sep 15, 2014  |  Comment now
Campaign Asia-Pacific profiles 40 of the region’s hottest strategic thinkers, suits, creators and planners.
Storytelling done right
Marketing  |  Opinions

Storytelling done right

by Amy Lavalette  |  Sep 12, 2014  |  Comment now
With content marketing so hot, it seems most brands are claiming to be 'storytellers'. Here are some examples of brands that actually used storytelling to ...
China overview: The smart money is on shopping via smartphones
Data  |  Marketing

China overview: The smart money is on shopping via smartphones

by Nielsen  |  Sep 11, 2014  |  Comment now
Not only are Chinese consumers changing what they shop for, they are changing the way they shop. E-commerce has been, and will continue to be, a fast-growing...
Nestle China: Simplicity and scale
Analysis  |  Marketing

Nestle China: Simplicity and scale

by Jenny Chan 陳詠欣  |  Sep 11, 2014  |  Comment now
ASIA's TOP 1000 BRANDS: Q&A with Paolo Mercado Head of Marketing & Consumer Communication, Nestle China about attracting and keeping consumer loyalty in ...
China pushes MNCs to deliver more
Analysis  |  Marketing

China pushes MNCs to deliver more

by Robert Clark  |  Sep 11, 2014  |  Comment now
ASIA's TOP 1000 BRANDS: As consumers become ever more discerning, so local brands increase the level of competition with more sophisticated products.
Advancing Practices In Real-Time Marketing

Real-Time Marketing

Sep 3, 2014  |  Comment now
In March 2014, MediaMath commissioned Forrester Consulting to evaluate marketers’ progress toward delivering more targeted, relevant communications and the ...
Twitter’s Analytics Dashboard: A crash course for brands
Digital  |  Opinions

Twitter’s Analytics Dashboard: A crash course for brands

by John Kerr  |  Sep 2, 2014  |  Comment now
Last week, amongst a slew of announcements from Facebook, Pinterest, and Instagram, Twitter announced it would be opening up its analytics platform to all ...
Don’t ‘dis’ engagement
Marketing  |  Opinions  |  Digital

Don’t ‘dis’ engagement

by Tyler Greer  |  Aug 27, 2014  |  Comment now
Buying and measuring digital campaigns based on reach makes little sense. It's time for more people to adopt CPE (cost per engagement), which charges ...
Asian Champions of Design: ShangXia
Analysis  |  Marketing

Asian Champions of Design: ShangXia

by Katie Ewer  |  Aug 22, 2014  |  Comment now
The China-born maker of furniture, housewares and jewellery is out to prove it can create a strong luxury brand despite lacking a long heritage of craftsmans...
Brands pushed to join battle of the bulge
Analysis  |  Marketing

Brands pushed to join battle of the bulge

by Byravee Iyer  |  Aug 20, 2014  |  Comment now
As governments around Asia tackle rising obesity levels, food companies are under pressure to make their products healthier.
Credit where credit is due: Tips for using attribution models
Digital  |  Opinions

Credit where credit is due: Tips for using attribution models

by Yuko Saito  |  Aug 19, 2014  |  Comment now
Three key lessons for managing the increasing complexity of multi-channel attribution.
Mobile marketing: Concentrate on the story, capitalise on the medium
Digital  |  Opinions

Mobile marketing: Concentrate on the story, capitalise on the medium

by Rohit Dadwal  |  Aug 18, 2014  |  Comment now
For those in the mobile marketing and advertising business, it is important to not miss the forest for the trees.
Jack Daniel's asks fans to pay tribute by building a bar
Advertising  |  The Work

Jack Daniel's asks fans to pay tribute by building a bar

by Matthew Miller  |  Aug 11, 2014  |  Comment now
AUSTRALIA - Crowdsourcing videos is one thing. Crowdsourcing an entire bar is quite another.
Dispatch from Nepal: Hyperactive marketing for the festival season
Marketing  |  Opinions

Dispatch from Nepal: Hyperactive marketing for the festival season

by Ujaya Shakya  |  Aug 11, 2014  |  Comment now
In Nepal, marketers pull out all the stops for the festival season, during which consumer spending accounts for 50 per cent of annual sales in many sectors.
China's digital drivers: Mobile market key to rejuvenation for Lenovo China's Arthur Wei
Analysis  |  Digital

China's digital drivers: Lenovo China CMO Arthur Wei

Aug 8, 2014  |  Comment now
PROMOTIONAL FEATURE: Lenovo China CMO Arthur Wei looks to smartphone market and social media to redefine the brand’s ‘reliable’ image, but says data mining ...
The delicate art of product demos
Marketing  |  Opinions

The delicate art of product demos

by Suresh Ramaswamy  |  Aug 4, 2014  |  Comment now
Exploring the fine line between demos that engage people and those that fall flat.
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