In this opinion piece for Campaign Asia, Tobias Wilson (CEO, APD Singapore) urges marketers not to get carried away with technical ins and outs.Whether it is an outdoor campaign or a full scale programmatic display investment, marketing objectives should stay the same, without all the 'gory' technical details.
While we know digital transformation is inevitable, many large companies are not taking heed. Instead they are burying their heads in the sand, much as Nokia and Kodak did, not being able to change at the same pace as technology and consumer demand. In the final of his Digital Tsunami series Chairman, Roger Sharp, asks 'Directors, is this your Kodak moment?'
In the eye of a perfect digital storm – all at once the impact of smartphones + the sharing economy + crowd-sourcing + connected devices + bullish monetary policy – has brewed serious disruption. Following a recent keynote address at the Digital Entrepreneurs Leadership Forum in Hong Kong, APD Executive Chairman, Roger Sharp, tries to decipher the opportunities and the risks. Check out the second installment of his three part series.
With higher rates of engagement, video is often touted as a vital piece of the marketing mix for giant brands and start-ups alike. Yet the sheer numbers of ‘views’, and bottomless budgets, on YouTube mask the quality of your content in comparison to competitors. It is difficult to attribute traffic as ‘paid’ or ‘earnt’ and ignores how that content is received. How much content is shared and how the public regard it, are vital indicators of how your owned media is fairing. After all no video ever became ‘viral’ if it wasn’t rapidly ‘spread’ aka spread. Chris Greenough talks about measuring the velocity of your content.
In this industry fads come and go almost as quickly as the latest YouTube-sensation. Technologists and marketers go through waves of devotion to ‘firsts’: mobile-first, search-first, UX-first and so forth. These dictate as a mantra – the guiding principle – under which work is undertaken. Morgwn Shaw wonders which ‘first’ will be next.
Effective data insights can give companies a competitive advantage across multiple verticals. A data-driven mindset allows you to track and model your business’ performance accurately, providing relevant insights to drive successful future strategies. Yet we seem to be wading through an oblivion of tools and technologies, siloing our data without extracting any real insights…or value.
Technological innovations married with commerce has had marked impact on our lives at work, home and play. Ubitiquous digital disruptionishappening globally at breakneck speed, fueled by mobile computing, smart ideas and loose monetary policy. It is here to stay and will continue to revolutionise how we run businesses. Here is the first of three essays by APD Executive Chairman, Roger Sharp on this topic.
As email engagement slips in the face of information-overload, marketers increasingly should draw inspiration from best practice data-driven marketing innovators, adopting real-time advanced analytics and algorithm based software to anticipate and influence customer behaviour. Lindy Shuttleworth give some tips to navigate the increasingly sophisticated email marketing landscape.