Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Wird geladen in …3
×
1 von 20

Apac Digital Trends March/April 2015

2

Teilen

Herunterladen, um offline zu lesen

Wunderman APAC Digital Trends March/April 2015

Ähnliche Bücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Ähnliche Hörbücher

Kostenlos mit einer 30-tägigen Testversion von Scribd

Alle anzeigen

Apac Digital Trends March/April 2015

  1. 1. 2015 THE WORK DIGITAL--SOCIAL MOBILE E-COMMERCE LIFESTYLE IN Asia-Pacific DIGITAL TRENDS MARCH/APRIL
  2. 2. THE WORK Porsche China: 24 hour social race Twitter against Weibo. USA against China. To announce Porsche's return to the legendary race, the brand produced the first ever 24-hour Social Race between two major social media platforms. Tweets were tracked from both sites over 24 hours, with the winner being whoever has the most tweets at the culmination of the event. With 80% of all tweets, China left USA in the dust. But the Winner? A Twitter team, with 2 926 tweets in 24 hours. Watch the video. Source: www.bestadsontv.com Nike follows Japan marathoners on ‘Re: Run’ for redemption Nike documented three women who embodied the maxim that if at first you don’t succeed, train harder and try again. The brand found three women who had failed to finish a previous marathon attempt, followed them for two months and helped them train for the 2015 Nagoya Women’s Marathon which took place on the 8th of March. This incredibly personal oral-history styled campaign celebrates their transformative journey and was featured on Nike’s social channels. Read the article. Source: www.campaignasia.com
  3. 3. THE WORK Samsung VR technology campaign sees father witness birth of child Samsung’s newest ad campaign is highlighting the benefits of virtual reality, with the technology brand helping an Australian mining worker to witness the birth of his son from 4,000km away. The six minute advertisement is part of Samsung’s ‘LifeLIVE’ campaign, which demonstrates the ability of new technology connecting people in ways that create powerful and emotive shared experiences that wouldn’t otherwise exist. Read the article, watch the video. Source: www.mumbrella.com.au ‘Juke by you’ car-decal contest draws 13,000 entries An online contest called ‘Juke by you’ invited consumers to design a set of decals for the Nissan Juke using an online tool. The campaign expanded on the concept of customization to envision a new era in which people can casually design and customize their own cars with the same simplicity as changing their mobile-phone cases. Read the article. Source: www.campaignasia.com
  4. 4. THE WORK How TC Bank Taiwan made savings books less yawn-inducing Dwarfed by large, global banking players with big budgets, Ta Chong Bank (TC Bank for short), differentiated itself to win new customers simply by personalizing their savings books. For many people, the memories of receiving their first savings book provokes a sense of nostalgia. The bank wanted to create an authentic experience and engage at a deeply personal level as well as to deliver brand influence at minimal cost. Read the article. Source: www.campaignasia.com Why is water wet? Fonterra helps mums answer curious kids Fonterra has developed a digitally led advertising campaign for its Anmum paediatric milk powder brand that elevates the product positioning from solving nutritional needs to enhancing cognitive functions. When kids ask the darnest questions, many bewildered parents answer them in overly simplistic ways to brush them off. After all, most of them are busy making ‘milk-powder money’ rather than exploring evolution, follicle health or molecular compounds. While communication in the paediatric milk category is slowly moving away from functional messaging towards emotional storytelling, combining the two adds more value for parents. Read the article.
  5. 5. THE WORK How Tresemmé woke women up from ‘sleep styling’ Previously seen as the first ‘salon brand’ sold in supermarkets, Tresemmé is now facing blurring differentiation due to brands like L’Oreal and Schwarzkof. This campaign shows how the haircare brand set out to provide daily inspiration to New Zealand women with a social campaign focusing on one woman’s promise to mix up her look every day for a year, generating 30 million seconds of engagement with branded content. Read the article. Source: www.campaignasia.com Nestle Thailand advises ‘Small bites for big changes’ Recognizing that many Thai people want to live healthier lifestyles, Nestle Thailand has launched an expansive campaign to promote the idea that small, manageable steps can lead towards that seemingly daunting goal. The campaign also includes personalized health counselling services in more than 200 grocery stores throughout the month of March, plus a nationwide promotion on selected products. The online video garnered more than 3.2 million views across platforms so far. Read the article. Source: www.campaignasia.com
  6. 6. DIGITAL--SOCIAL Asia-Pacific CIOs: start your digital journey with mobile To date, CIOs and the technology management teams they lead have had little involvement with or engagement in their companies' mobile strategies beyond mobile- enabling employees. As mobile is the spearhead of digital customer experiences, it's time for CIOs to step up and either work with their business leader peers to drive mobile initiatives or even lead those initiatives themselves. This report highlights key mobility trends and focuses on the role that CIOs should play in driving the mobile mind shift among their customers and within their businesses. Download the full report. Double-digit digital ad spending growth continues in Japan, South Korea Japan is one of Asia-Pacific’s more mature digital ad markets, but ad spending growth is still in double digits—at least for one more year, according to eMarketer’s latest estimates. Within digital, search ads are growing slightly faster than display, but the disparity will disappear in the next few years, leaving search with a solid majority of digital dollars in Japan. For Korea, growth won’t drop to 9.5% until 2019, eMarketer estimates, and this year’s increase of 13.0% will bring digital ad investments in South Korea to $2.94 billion, or 28.4% of all paid media spending. Read the article. Source: www.emarketer.com
  7. 7. DIGITAL--SOCIAL 2014 Asia-Pacific Digital Overview: We Are Social’s snapshot of key digital data and stats This article summarises the findings from the We Are Social report on the key digital statistics from the Asia Pacific region. With 55% of the total world population, APAC hosts just under half the world's Internet users, and 52.2% of the world's active social media users. Despite fast growth in internet use in countries such as India and Indonesia, penetration remains low in many south Asian countries. Highlights from individual countries are included, as well as a full breakdown for India. Download the article. Source: www.warc.com15 technology trends in 2015 This article sets out 15 trends for 2015, explaining the challenges new technologies and changing consumer behaviours will create for brands. Trends include interest in 'going off the grid', smaller packs for single people, health & wellness demands for urban-dwellers, and experiences that look good on social media. Brands should also reconsider gender-based marketing as young people reject traditional gender roles, and look towards niche interests as passionate product obsessives make more businesses viable. Further trends include 'hyper-experiences', the sharing economy, use of drones, automation such as vending machines for more products, packaging as an experience, interest in where food comes from, and wearable tech. Download
  8. 8. DIGITAL--SOCIAL The mobile customer experience will fuel digital transformation in Asia Pacific Forrester Research has unveiled its top 10 technology predictions for Asia Pacific in 2015, with expectations that mobile-powered customer experiences will fuel digital transformation in the region. CIOs will need to improve collaboration with business leaders to craft superior customer experiences as digital transformation is expected to drive technology spending growth up by 4.9%. Read the article. Source: www.marketing-interactive.com 10 fascinating digital marketing stats from APAC A monthly roundup of stats on mobile commerce, mobile ads, WeChat and a whole load on smartphone usage from APAC that keep you updated with the latest digital marketing and e-commerce trends. This month features India’s discount cartel, mobile shopping stats, Vietnam’s and Philippines’ rise in smartphones, China’s thoughts on mobile ads, as well as a regional breakdown of internet and social media penetration. Read the article. Source: www.econsultancy.com
  9. 9. DIGITAL--SOCIAL Asia strategy report Warc's Asia Strategy Report features five chapters that examine how strategic ideas are growing brands in Asia. Its insights are drawn from the Warc Prize for Asian Strategy and covers how strategy is diversifying, how media channels are becoming more central to strategic development as well as how digital is allowing brands to build scale for small, contained ideas through online video and social media. Download the report. Source: www.warc.com Trendwatching.com’s April 2015 Snapshot The trendwatching.com April Snapshot offers a curated glimpse into the 190 examples that have been added to the innovations database this month. This report includes featured trends of 100+ trends that are tracked with insights and examples, mega-trend highlights on new innovations, as well as industry highlights with examples of best practice from across 15 B2C industries. Download the report. Source: trendwatching.com
  10. 10. MOBILE eMarketer report: mobile content and activities roundup The audiences for mobile content are huge—from video and games to social networking, apps and retail, more than 100 million US consumers are doing it on mobile phones. The smartphone hasn’t replaced the PC, but as more people consume more mobile content, they all expect an excellent mobile experience. eMarketer has curated a roundup of key stats, insights and interviews to help marketers stay on top of the latest trends. Download the report. Source: www.emarketer.com The global mobile revolution is just beginning Many B2C marketers are starting to design websites and marketing campaigns with mobile in mind instead of simply retrofitting their approach to mobile. To cope with the accelerating global mobile revolution, marketers must think of mobile as more than just one of the digital channels available and instead embrace it as an enabler of high-value, contextually powered mobile moments. This report shares Forrester's take on the key global trends shaping mobile consumer behaviours in the next five years and their implications for marketers. Download the report. Source: www.forrester.com
  11. 11. MOBILE The new mobile mind shift index: China Marketers in China are lagging behind consumers in mobile adoption, and they need to do a better job understanding mobile behaviour trends to develop effective mobile strategies. Forrester's newly updated Mobile Mind Shift Index (MMSI) is a tool to enable marketing leaders to determine how urgently they should provide mobile services and which features to include. This report introduces the China version of MMSI and analyses Chinese consumers' mobile intensity, expectations, and behaviours to help marketers prioritize their approach. Download the article. Source: www.forrester.com China mobile users ambivalent about ads Chinese consumers exhibit contradictory attitudes towards mobile advertising, with two thirds regarding it as necessary, annoying and interesting all at the same time, according to a new survey. Overall, 94% felt that mobile advertising was needed even as nearly the same proportion (89%) saw it as annoying, while three quarters (75%) said it was interesting. The study also highlighted several misconceptions by respondents including the idea held by two thirds that ads waste users' mobile data and by around one third that device battery life is shortened as a result. Read the article.
  12. 12. MOBILE Huge Growth Expected for Mobile Data Traffic in Japan Traffic on mobile networks in Japan is set to skyrocket, according to a forecast from Cisco Systems, with video playing a big part in massive tracking increase. The firm estimated in February that monthly mobile data traffic per user reached 2.44 GB in 2014, a figure that would rise to 12.59 GB per user per month in 2019. The vast majority of that traffic was, and will continue to be, from smartphones. Tablet traffic will gain some share in coming years, while mobile network traffic from laptops will decline. Read the article. Source: www.emarketer.com Smartphones take off in Philippines Low-cost models from local manufacturers are driving the rapid adoption of smartphones in the Philippines, which is now the third largest market in Southeast Asia according to new figures. The latest Asia/Pacific Quarterly Mobile Phone Tracker from researcher IDC revealed that smartphone shipments to the Philippines grew 76% in 2014 compared to the previous year while their share of the mobile phone market jumped from 24% to 47%. Read the article. Source: www.warc.com
  13. 13. MOBILE How Coca-Cola, Standard Chartered and SingTel are using mobile research in Asia Mobile advertising surges in Australia Mobile advertising expenditure in Australia more than doubled during 2014, according to new figures from the Interactive Advertising Bureau (IAB). The trade body's Online Advertising Expenditure Report for the quarter ending 31 December 2014, compiled by PricewaterhouseCoopers, showed that mobile was by far the fastest growing category as it grew 118% to reach a total of A$762m, or around 17% of all online advertising. Read the article. Source: www.warc.com The report discusses how three brands have leveraged mobile research to deepen their understanding of consumers in Asia. Coca-Cola found that asking shoppers to keep "app diaries" tracking their daily beverage intake yielded insights that traditional techniques would struggle to replicate. Standard Chartered learned that using an app boosted the chances of a consumer responding to questions at a time close to when they had just used its financial products. SingTel has even established panels of "digital advisors" in three Asian markets to test its ideas and innovations, improving its output and enhancing the position of its customer-intelligence team internally. Download the article. Source: www.warc.com
  14. 14. E-COMMERCE LEGO: next generation e-commerce - more than just an online makeover This case study describes how a new design solution helped The LEGO Group to convince its retail partners to heighten the brand experience and increase online sales. LEGO retailers were not delivering the great online experience that the brand had ambitions to deliver. LEGO needed to convince retailers that their online channels had to be optimised. It implemented the 'Next Generation E-Commerce' (NGE) framework, allowing retailers access to recent insights and best practices. The results have been outstanding, with revenue increases of up to 45%. Read the article. Source: www.warc.comFor Japan's digital shoppers, PCs rule PCs are the overwhelming favourite for digital shoppers in Japan, according to January 2015 research from Lifemedia Research Bank. Nearly nine in 10 digital shoppers said they used PCs for the purpose, vs. 22.6% who used smartphones and 5.5% who used tablets. When Lifemedia Research Bank asked only those who had shopped via both PC and smartphone about their preferences, PCs still won out. A majority said they preferred to shop on a PC, with only about a third declaring a preference for smartphones. Read the article. Source: www.emarketer.com
  15. 15. E-COMMERCE What's up with mobile buying in Australia? One in three digital buyers in Australia has made a purchase via smartphone, putting the country even with the UK and just ahead of the US by this metric, according to research from PayPal and Ipsos. Among those who did purchase via smartphone, 64% had made a purchase via an app in the past year, while 55% had done so via mobile browser. And Australia’s smartphone buying audience is younger than average around the world, with 74% being composed of people ages 18 to 34. Read the article. Source: www.emarketer.com Amazon’s new dash button hardware offers instant orders for staple products Amazon has new hardware called the Dash Button that allows one-press ordering of products you’re likely to want to replace on a regular basis. The Dash Button comes in a number of different branded versions based on what it’s coded to order, and includes an adhesive backing and hook holster to let you stick it where it’s most convenient. The Dash Button is a natural extension of Amazon’s one-click ordering feature on the web, but turned into a hardware gadget that makes ordering laundry detergent, for instance, as easy as actually starting the wash cycle. Read the article.
  16. 16. E-COMMERCE Bricks and clicks, best e-commerce mix Virtual stores like Zalora are making an unexpected appearance in shopping malls. Currently just 0.2 per cent of retail sales in Southeast Asia are done online, but a 2014 UBS report predicts the market to balloon five-fold in the next five years. And if ASEAN online shopping reaches a similar level as in China and the US, of about 8 per cent, that could be worth US$35 billion, according to the UBS report. Read the article. Source: www.campaignasia.com Online shoppers in Asia demand free shipping and flexibility The UPS Pulse of the Online Shopper Study found that 92 per cent of shoppers in Asia markets will take action to quality for free shipping when shopping online. Placing additional items in the cart is the most common behaviour, with 47 per cent of consumers stating they have done so. In Japan, 83 per cent of online shoppers rate free shipping as the most important factor, more than consumers in other countries surveyed. Read the article. Source: www.campaignasia.com
  17. 17. LIFESTYLE Digital videos better be up to millennial’s standards Millennials don’t find videos; videos find them, according to research by Trendera. When asked how they find videos, nearly four in 10 US millennials said they saw what videos were recommended for them. Fully 37% subscribed to certain channels so that their favourite content would come to them when available, 36% relied on online trends to tell them what to view, and just over three in 10 looked at what their friends on social had shared. Read the article. Source: www.emarketer.com LINE woos Indian market with Diljit Dosanjh stickers ahead of Baisakhi LINE, the mobile messaging has announced the launch of customised stickers for Diljit Dosanjh, a renowned Punjabi singer, actor and television presenter in India. Special stickers will be launched to celebrate the singer’s fame in tune with the upcoming Baisakhi festival. LINE is now offering a special sticker set for Diljit Dosanjh through which his fans will be able to engage with each other across India using LINE and as Baisakhi celebrations commence, LINE joins the ambiance with the release of new celebrity sticker set. Read the article. Source: www.digitalmarket.asia
  18. 18. LIFESTYLE Creativity in Vietnam: How far has it come? Young generations of Vietnamese and open-minded international talent are the driving force behind Vietnam’s creative advancement. Campaign Asia talked to seasoned creative talent on both the agency and film production side, who share a vision of its future. Read the article. Source: www.campaignasia.com Chevrolet allows you to digitally test-drive on rugged terrain Chevrolet has launched CoDriver, a virtual reality platform to challenge the traditional automotive retail experience. With CoDriver, passengers take a seat in a specially fitted vehicle and are transported to a real life environment to experience the vehicle’s capabilities. Created for the launch of the Colorado High Country pickup truck, Following their off road adventure, passengers will be able to share their experience across social media. Chevrolet will unveil the first CoDriver pilot at the 36th Bangkok International Motor Show. Read the article. Source: www.marketing-interactive.com
  19. 19. LIFESTYLE 26 Asian startups that caught our eye From apps that connect auto repairmen with drivers with busted vehicles to apps that help possible advertisers tap into social media platforms with high follower numbers, here is the newest round-up of Tech in Asia’s featured startups from around the region. Read the article. Source: www.techinasia.com VO5 introduces wearable tech for hair care VO5 will launch a world first in wearable technology, a hair clip that monitors hair and provides real-time feedback on its health and appearance. The new VO5 Hair Fit Clip features technology that assesses the hair and provides up to the minute data through syncing to a smart phone device. VO5 Hair Fit Clip enables women to monitor their hair health in a completely new way. A world first in hair management, the VO5 Hair Fit Clip features patented micro-sensors that keep track of changes to the environment and the affects these have on the hair’s health. Read the article. Source: www.digitalmarket.asia
  20. 20. WUNDERMAN ASIA HQ martina.schlittler@wunderman.com DIGITAL TRENDS IN Asia-Pacific MARCH/APRIL 2015

×