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Event marketing: How CES has tailored its approach for Asia
Mar 17, 2016
Gabey Goh

Event marketing: How CES has tailored its approach for Asia

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.

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Why marketers need some marketing
Nov 15, 2016
Robert Sawatzky

Why marketers need some marketing

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.

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Marketing to Japan's insecure generation
Nov 27, 2016
John Woodward , Yutaka Tsuda

Marketing to Japan's insecure generation

Having grown up online, young Japanese see their smartphones as an extension of their physical being, and follow an intricate etiquette governing social interaction.

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Closing the marketing loop with artificial intelligence
Oct 19, 2016
Partner

Closing the marketing loop with artificial intelligence

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.

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Japanese marketing in 2016: A point of view
Dec 18, 2016
David Blecken

Japanese marketing in 2016: A point of view

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.

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The 5 elements of an Agile marketer
Jul 19, 2016
Betty Bai

The 5 elements of an Agile marketer

Agile is more than a process, a set of tools or people management, it is first and foremost a mindset.

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Facebook marketing: Back to the future?
Aug 14, 2016
James Honda-Pinder

Facebook marketing: Back to the future?

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.

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Why marketing should own pricing
Nov 24, 2016
Robin de Rooij, Oskar Toerneld

Why marketing should own pricing

Pricing is part of brand communication, so why do so few marketers take ownership for the most neglected of the four Ps?

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Braving today’s disruptive world of marketing
Dec 11, 2016
Erin Singleton

Braving today’s disruptive world of marketing

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.

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The drag on adopting video marketing
Mar 10, 2016
Staff Reporters

The drag on adopting video marketing

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.

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Opportunities rife in Cambodia’s young PR market
Nov 22, 2016
Kim Benjamin

Opportunities rife in Cambodia’s young PR market

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.

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What Asian brand marketeers can learn from the Rio Olympics
Sep 12, 2016
Matthew Lackie

What Asian brand marketeers can learn from the Rio Olympics

Matthew Lackie of WE Communications looks at which APAC brands brought home the gold, and which were left in the starting blocks.

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Watch: Are marketers ready for machine learning?
Apr 26, 2016
Adrian Peter Tse

Watch: Are marketers ready for machine learning?

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.

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Malaysian marketers should target workforce, not just race
Dec 20, 2016
Sue-Anne Lim

Malaysian marketers should target workforce, not just race

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.

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An inbound marketing guru spells it out for novices
Oct 25, 2016
David Blecken

An inbound marketing guru spells it out for novices

Some straight advice on becoming more customer-centric from the president of HubSpot's first Diamond Partner in Asia, 24-7.

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Content marketing in a mobile-first world
Dec 1, 2016
Rico Chan

Content marketing in a mobile-first world

Yahoo's Rico Chan explains why getting your mobile messaging right is crucial for marketers in APAC.

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Emotion the key for marketers on Chinese social media
Nov 27, 2016
Anne Costello

Emotion the key for marketers on Chinese social media

Consumers in China are more interested in finding a personal connection than being talked at about price.

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CMOs flex data muscles: Marketing Innovation
Nov 3, 2016
Robert Sawatzky

CMOs flex data muscles: Marketing Innovation

Advanced data is giving more CMOs access to key corporate decisions, but now they must live up to higher expectations.

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Why every marketing department needs a journalist
Oct 18, 2016
Brian Corrigan

Why every marketing department needs a journalist

Hire journalists, even if they would be an uneasy fit within your marketing department, writes Spectrum's Brian Corrigan.

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Watch: Marketing MasterCard in Vietnam
Jan 19, 2016
Adrian Peter Tse

Watch: Marketing MasterCard in Vietnam

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.

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