Jingjing Ma
Aug 23, 2019

Fast-changing Cambodia calls for an experimental attitude to marketing

We explore a fascinating market that is driving forward on a mixture of traditional "who can shout loudest" techniques; popular KOL campaigns and new highly reactive strategies tailored for the mobile era.

Scene of Air Asia poster block advertisement at Ocheteal beach, Cambodia

“Having a crack at something, where you’re encouraged by your pay masters to make mistakes, is a luxury many marketing and brand managers cannot afford in a more established and mature market because competitors seek to prey on your failures. But it’s a different story in Cambodia,” a marketing veteran for the country tells Campaign Asia-Pacific.

In a place like Cambodia, the market is still so nascent and unpredictable that companies and brands...

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