We’ve seen a growing number of brands in APAC tap into programmatic technology to navigate an increasingly complex advertising landscape. Here, leading marketers and brands across the region share their successes and strategies for using programmatic to inspire growth and drive results.
As we approach the start of Q2, no doubt your 2019 plans and strategies are already underway. But at the speed our world moves, it’s never too late to be inspired. You never know which bits of advertising wisdom could make the difference between stellar campaigns and ones that merely maintain the status quo.
As people spend more time online, marketers are increasingly adopting faster, more intuitive tools to turn consumer insights into meaningful messages. They’re also rethinking the very structure of their entire organization, breaking down silos, and forging new connections between analytics and creative teams to develop more relevant insights-driven marketing.
Read on to discover insights and inspiration from brand leaders around Asia Pacific who are making the most of data and programmatic in their marketing.
1) Striving toward digital marketing maturity
“Most organizations, particularly e-commerce driven ones, are swimming in a lot of data. To us, insights sitting in silos means very little. On the contrary, if they are aggregated, they can be incredibly powerful in driving efficiency and personalization, which can drive significant incremental revenue.”
Michael Lim, Deputy General Manager of Marketing, HK Express, Hong Kong
“Data-driven integration is like long-distance running. You need to focus on the next step rather than worry about how far you still need to go. It sounds like a cliché, but considering how many people are involved in enabling this change in an organization, it is important to break it down into bite-size pieces and make everyone part of the journey.”
Tom Van Den Berckt, Head of Digital & Web Services, Maxis
2) Making more impact with your creative
“There’s a real shift in modern creativity … not just new technology and channels … but new ways to tell stories as well. This generation of consumers doesn’t wait for a crescendo; they’ve always had the ability to hit skip, scroll past an ad, or simply look at another screen. So the best modern creatives know there isn’t just a traditional narrative arc. They can tell stories the way their friends do, often starting with the best bits first — and in different ways for every channel.”
Aden Hepburn, MD and ECD, VMLY&R
3) Forging seamless connections with consumers
“One year ago, when a customer visited our shops for a broadband plan, our sales team would try to close the deal on the spot. Today, the sales representative will gladly suggest you go online if you are not ready to make a purchase. The reason is that we are now able to attribute the commission back to the offline sales team. To HKBN, data integration means keeping the customer at the center of what we do and ruthlessly removing unwanted barriers, such as a siloed commission scheme or a siloed tech platform.”
Samuel Hui, Co-Owner & Head of Digital, HKBN
4) Telling more timely and relevant stories
‘We can apply creativity more than ever before to solving business problems. Now we know — and can control — who sees what when, and we can create value where it didn’t exist before and measure it. We can design our activity to serve ‘moments’ where customer behavior exists, not a marketing calendar that suits the organization.’
Chris Howatson, CEO, CHE Proximity
“There is massively untapped latent power in agencies’ unique ability to understand people and culture and to create a commercial opportunity right at that crossroads. I think many clients have yet to fully realize that power. The best creatives are going to use their interpretation of data as a jumping off point for ideas the world has never seen before.”
Dave Bowman, Co-Creative Chief, Google Zoo
5) Freeing up resources and reaping the rewards
“When we first explored dynamic creative, our goal was to deliver the right message to the right user in an automated manner so each and every viewer will find our ads relevant, and our designers can save time from doing repetitive work. The entire creative request, review, and implementation workflow was improved.”
Dianchen Yao, Regional Growth Marketing Manager, Uber