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.
Embattled. Underfunded. Lacking control. Viewed as ineffective. Many Asian CMOs are kept out of the corporate inner circle. Time for them to lead, says author Thomas Barta.
Having grown up online, young Japanese see their smartphones as an extension of their physical being, and follow an intricate etiquette governing social interaction.
The industry is poised to shift from big data to artificial intelligence marketing — as the promise of simulated human thinking brings renewed promise to advertising delivery.
Campaign Japan concludes its coverage for the year with a look back at some of the most important happenings, ideas and work—and considers what the industry can learn from it all.
Agile is more than a process, a set of tools or people management, it is first and foremost a mindset.
As Facebook continually alters its algorithms, we need to evolve our mindset away from putting eyeballs to content cost-effectively, and focus on real experiences, writes Iris Singapore's James Honda-Pinder.
Pricing is part of brand communication, so why do so few marketers take ownership for the most neglected of the four Ps?
Sometimes, there's no choice but to adapt to a new reality. R3's Erin Singleton offers three pieces of advice for companies at crossroads.
Video has become an important medium for brand marketing but adoption is still low, especially in Asia-Pacific. We asked the industry experts why and what’s taking it so long.
The profession is establishing itself as necessary and distinct from other aspects of communications, while the demand for strategic planning rises, according to in-market experts.
Matthew Lackie of WE Communications looks at which APAC brands brought home the gold, and which were left in the starting blocks.
ASIA-PACIFIC - The idea of trusting machines can bring up all kinds of emotions in people, let alone marketers. But as technology improves, the question is whether marketers are ready to embrace machine learning to its full extent.
Sue-Anne Lim, chief of group insights & strategy at Dentsu Aegis Network Malaysia, says new research shows it's time marketers paid more attention to the blue-collar community.
Some straight advice on becoming more customer-centric from the president of HubSpot's first Diamond Partner in Asia, 24-7.
Yahoo's Rico Chan explains why getting your mobile messaging right is crucial for marketers in APAC.
Consumers in China are more interested in finding a personal connection than being talked at about price.
Advanced data is giving more CMOs access to key corporate decisions, but now they must live up to higher expectations.
Hire journalists, even if they would be an uneasy fit within your marketing department, writes Spectrum's Brian Corrigan.
VIETNAM - According to MasterCard Vietnam, 95 per cent of the population isn't familiar with electronic payments. But with high mobile penetration, burgeoning social-media use and a young population, the marketing potential for the financial services industry is huge.