Digital measurement innovations
CHINA INNOVATION 2014: Cut through the clutter in China's digital ad-measurement practices.
Choose Campaign site
The Open Generation goes to the mall
Identity and ethics drive brand choices for young Asian adults, according to a major study by ZenithOptimedia, which finds that although generally frugal this generation is passionate about paying for the things that matter
Micro segments: Connecting via niche online platforms
Brands and marketers are joining special-interest online communities to get close to customers and drive conversation.
The fast machine-learners in China
CHINA INNOVATION 2016: In the battle for the hearts and minds of Chinese consumers, big data and artificial intelligence are becoming tech-savvy marketers’ new weapons of choice.
Marketers in China to face new legal readings of consumer data
CHINA INNOVATION 2016: With the fast pace of technology and business models in China, we can expect novel legal questions to be asked of marketers in future.
Digital adaptation: Truffle Pig and other troubling signs for traditional agencies
The relentless rise of social media and the proliferation of platforms is shifting the templates of traditional media, and agencies too.
Putting the customer in the driver’s seat
Digital technologies are rapidly becoming as important to drivers as they are to consumers and office-workers.
HP: Tackle retail's risks with digital
To get a sense of how digital technology is transforming retail, take a look at fashion.
Growing pains in SEA’s ecommerce market
A fragmented market and blind investments without concrete scale-up plans leave e-tailers searching niches for growth.
Digital China Report: New digital role-playing
Waves of digital disruption have flattened the old structure of the advertising industry, eliminating some roles and skillsets, and making way for new ones in demand.
Procurement’s role: aligned or sidelined?
The role of marketing procurement is often misunderstood, but brands need to choose whether to abandon or embrace.
SMB marketing: Ad platforms focus on education for growth
The SMB race is on but despite best efforts, many firms are still not equipped to take advantage of ad platforms.
Time is money: Getting the measure of video
With online video eating up an increasing portion of ad budgets, the race is on to develop better metrics of audience impact.
Open Generation: Money and happiness
This first deep dive into ZenithOptimedia’s comprehensive study on Asia’s Millennials takes a look at the correlation between happiness and finances.
Toy stories: Agencies invest in tech innovation
Some have started their own technology labs, others have launched incubators for startups to develop non-client sponsored ideas.
Creating a buzz through viral can be contagious
The digital-driven phenomenon has changed the way that ads get made, how agencies work and the type of talent that they hire.
SEM helps brands to minimise the damage
New tools allow companies to position themselves ahead of controversies and to respond to them when they erupt in real time.
INSIGHT: Client-side roles grow the marketing function
Marketers must now tap the skills of a range of specialists if they are to remain up to speed with their tech-enabled audiences.
Sports marketing: In it for the long run
While major sports are entrenched, opportunities abound in sponsoring the latest stars and mass-participation sports like marathons.
Wearable devices: The next great frontier
Privacy issues aside, gold mine of data from personal, GPS-linked gadgets may forge a brave new world of targeted marketing.
Innovation: Agencies take lead in funding new ideas
Tired of waiting for marketers to get on board, agencies are mobilising the brands by breaking down the cost barrier to adoption.
China pushes MNCs to deliver more
ASIA's TOP 1000 BRANDS: As consumers become ever more discerning, so local brands increase the level of competition with more sophisticated products.
FINANCIAL REPORT: Banks take a retail feel
A wavering customer base means banks have to rethink strategy. A number have started with reinventing the way branches operate.
FINANCIAL REPORT: The future of M-payments
Mobile payments services may still be in their infancy, but predictions are they will soon dominate, especially in the developing world.
The struggle to grasp consumer thought
ASIA-PACIFIC - Neuromarketing promises marketers a better understanding of their audiences. It sounds impressive, but how applicable is it?
The big data challenge
Brands have been slow to react to the opportunities that social media such as Facebook offer for gaining information about consumers.
Clients' needs drive agency collaboration
Cross-agency partnerships and joint ventures can provide brands with greater agility and a broader range of skills.
Customer experience: Gain clearer vision through consumers’ eyes
Customer experience makes a difference to brand loyalty, and agencies are building practices that help brands fine-tune theirs.