Long-established peak-selling periods like Christmas now have major competition from a host of “shopping events”, which usually involve heavy discounts. But as China’s Singles Day, the largest of these, proves, the future of all shopping is set to go way beyond holiday promotions and daily deals.
SINGAPORE - When it comes to marketing CES in Las Vegas, the Consumer Technology Association enjoys a tried-and-true method established over the event’s 50-year history. But what about CES Asia in Shanghai, which is coming up on its second event this May? Show director John Kelley shares some lessons learnt with Campaign Asia-Pacific.
How can event professionals best navigate the new purchasing environment?
Leaders from R/GA, GroupM, McCann, Unruly, and Wunderman Thompson pick the highlights and most overhyped elements from this year's show.
To leverage sports properties, it’s important for Chinese brands to think beyond the stoppage time of a match by considering the entire ecosystem of the sport they’re investing in.
Instagram's decision to hide like counts is not a reason to panic. But it is a good opportunity for marketers to wake up to how they can better grasp the still-unrealised potential of influencer marketing.
Brand engagement expert, Greg Crandall, says the physical event is just the tip of the iceberg.
From inverted Christmas trees to kung fu chefs, we take a look at the marketing teams working to promote some of the biggest luxury hotels in Asia.
Attributing business outcomes to your marketing strategies is even harder when your organisation doesn't actually sell anything. Nicki Kenyon of Visit Victoria explains how she approaches this conundrum.
New study interviewing business leaders highlights Singapore as the global marketing hub of the future.
Faster speeds will make advanced creative technologies mainstream, and allow AI-driven campaigns to instantly adjust to changing environments. Steve Yi at Geometry Korea asks, will you be ready?
Here’s what does.
FRONT STAGE PASS: Exclusive access to some of Campaign360's best on-stage sessions. Here, procurement, consultancy and marketing weigh-in on how to best work with finance teams on business goals.
For a luxury brand to get Chinese consumers deeply engaged, a new process is needed.
Yet even closer to the ‘Magic 8’ ball, it is nonetheless the future for brand marketers. And it’s full of numbers.
"Amazon is the channel, the media publisher and the retail platform, which creates an opaque environment where brands need to make strategic decisions."
The GBA represents a truly unique opportunity for marketing professionals. From cutting-edge industries to layered identities, it’s a microcosm of the global trends shaping our industry.
TOP OF THE CHARTS: Salesforce's latest study highlights the growing integration of marketing with other business units, and the increasing influence of AI and privacy concerns.
On 15 August Campaign Asia-Pacific and Maxus hosted the latest Women Leading Change event in Singapore, welcoming women, men and everyone in between to discuss men’s opportunity in eliminating gender bias.
More than you might think. Yet many brands continue to stay too quiet about it.