The act of looking back to move ahead seems contrary, but if the pandemic has taught us anything, it’s that learnings from the past can help with navigating a future of uncertainty. So we’re revisiting our 10 best reads of the year, which cover everything from compelling consumer insights to trends that are set to persist and expert research on how the future is shaping up. We hope this selection of top marketing strategies, useful insights, and inspiring perspectives will help you be ready for the future of marketing.
Marketing strategies that will enable growth beyond 2021
Sustaining growth with a strong omnichannel strategy
Savvy brands know that showing up for people consistently wherever they are, online or offline, optimises business. Our article on building an omnichannel retail strategy provides critical thought starters on how you can transform your business and offer a seamless customer experience by harnessing the right tools, technology, and talent. It comes with a popular downloadable guide that offers practical steps you can readily take to drive sustainable growth.
Riding the rise of connected TV with video marketing
The rise of connected TV has sparked a global streaming boom, and for brands, this means fresh opportunities to access new and hard-to-reach audiences and to form deeper connections with them through video marketing. It also means you can better measure and optimise engagement by using video marketing. This interactive feature helps you understand at a glance why connected TV is the streaming platform you can’t ignore.
Maximising the engagement potential of finance apps
Digital banking is on the rise across APAC, and people are choosing apps as their preferred channel for banking and engaging with financial providers. Although this means the finance app landscape is highly competitive, brands with apps that stand out are able to maximise their apps and transform them from complementary marketing channels to full-service platforms. Our article shows you how to unlock the potential of your finance app by providing users with the services they need to meet their financial ambitions.
Embracing an experimental mindset in times of uncertainty
It’s tempting to take as few risks as possible in times of uncertainty. But as we learned from four APAC industry leaders, testing new marketing strategies, even amid a pandemic, can open up new paths for business optimisation and help future-proof brands. The secret to their success is having an experimental mindset, and they share how they embrace it.
Raising gender equality levels to benefit people and businesses
Gender equality in the workplace has made slow progress in APAC, despite research showing that parity can lead to higher workplace productivity and better financial returns. Our article identifies three practical steps you can take to improve gender equality in the workplace and to build a more diverse and inclusive culture that benefits employees, customers, and bottom lines.
Consumer and market insights shaping the future
What top Search trends tell us about consumers
Every day, people all over the world turn to the search bar to satisfy their curiosities and deepen their knowledge. Collectively, their searches paint a picture of what people really care about. The comprehensive Year in Search report distills billions of searches into five consumer insights and trends that will help guide your marketing strategy in 2022.
A decade of roaring internet economy in SEA
Southeast Asia’s (SEA) internet economy is on track to reach $1 trillion in gross merchandise value by 2030. The accelerated use of digital services and rising consumer expectations are set to affect growth across various sectors, from e-commerce to food, transport, and online media, in the decade ahead. Our latest research into SEA’s internet economy for the decade provides extensive insights on how brands and marketers can deliver customer satisfaction at every stage of the purchase journey and maximise opportunities in different markets.
Diverse growth opportunities in APAC’s gaming markets
The gaming industry in APAC is moving at top speed. To help game developers and marketers lock and load their gaming strategies, we uncovered crucial player behaviours and gaming trends that will persist beyond 2021 in the region’s key gaming markets. Our region- and country-specific insights include growth opportunities you can leverage in your gaming strategy for 2022 and beyond.
A privacy-first future without third-party cookies
The world’s privacy landscape is changing rapidly, and it’s important that brands are equipped with the right tools and strategies to prepare for a privacy-focused future. To help you gear up for the future of digital marketing, we break down APAC’s privacy progress and outline three steps you can take to protect user privacy, deepen customer relationships, and improve performance.
Reflecting on 2021 to navigate the uncertainty ahead
For marketers, the future is anything but certain. As digital ubiquity accelerates and the trust landscape evolves, how can brands stay nimble? Google APAC CMO Simon Kahn reflects on lessons from the past year and offers a simple framework to stay focused and tackle whatever lies ahead.