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Wunderman Apac Digital Trends - July 2015

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Wunderman Apac Digital Trends - July 2015

  1. 1. 2015 THE WORK DIGITAL--SOCIAL MOBILE E-COMMERCE LIFESTYLE IN Asia-Pacific DIGITAL TRENDS JULY
  2. 2. THE WORK The air-purifier brand that projected crying children onto plumes of factory pollution With China’s skies often shrouded in haze, air quality indexes frequently reach severe levels. Xiao Zhu, a year-old air purifier brand, wanted to stand out in a market that was as congested as China’s heavily polluted air. Xiao Zhu called out the main culprit of the problem by using the smoke spewing from factory smokestacks as an outdoor medium by projecting pictures of choking and crying children onto the smoke plumes. Read the full article. Source: www.campaignasia.com Qantas takes passengers on a virtual reality dive into the Great Barrier Reef Qantas and popular Australian tourist destination Hamilton Island are the latest brands to experiment with virtual reality, taking audiences on a 360 degree experience of the Great Barrier Reef. The film is available in select Qantas international lounges and flights, where it can be viewed through the Samsung Gear VR headset. It is also available for online streaming via YouTube and 360 video site Vrideo, and as an app on Gear VR’s Oculus Store, and Android and iOS devices. Read the full article. Source: www.campaignasia.com
  3. 3. THE WORK Uber to deliver Xiaomi Mi Note in Hong Kong Two of the world’s hottest startups Xiaomi and Uber have struck a unique partnership to rethink the way they deliver products to consumers in Hong Kong. As part a campaign that kicked off in Southeast Asia earlier this week, Chinese smartphone maker Xiaomi has teamed up with Uber to sell its flagship Mi Note tablet directly to Uber customers. Now ordering a Mi Note will follow the exact same process as calling an Uber. All purchases will be charged to user’s Uber account and the handset will be delivered via select Uber cars. Read the full article. Source: www.marketing-interactive.com 16 awe-inspiring immersive websites E-consultancy has highlighted 16 awe-inspiring websites. Some are single-serve only, designed to help attract attention or investment. Some were built purely on a creative whim, designed to inspire others to experiment. Others are fully immersive experiences, where you have to devote significant time to explore the highly detailed worlds on offer. All of them are inspiring though, and hopefully these examples will prove that the internet is just one great big experimental playground, where rules aren’t necessarily set in stone. Read the full article. Source: www.econsultancy.com
  4. 4. THE WORK Direct mail case study: Heineken gets cold and bold To kick-start the launch of Heineken Extra Cold in Singapore, Heineken organised an exclusive media-only preview at one of Heineken’s partnered outlets, Kyo. Converting the club into a laboratory experimenting with sub-zero temperatures for one night only. To create suspense for the launch, Heineken ensured the Singapore media beat the city heat with a rather cool invitation to its subterranean Extra Cold laboratory, so cold the invitations were frozen in a block of ice and invitees had to “unlock” their invitations by literally breaking the ice to retrieve their invite. Read the full article. Source: www.marketing-interactive.com Tic Tac’s tiny poster makes a big impact in Hong Kong Tic Tac has grabbed the attention of Hong Kong candy lovers; securing huge results with a small budget campaign. Using a series of witty, super-tiny posters, the same size as Tic Tac packages, the candy company has quadrupled their social interactions, making this Tic Tac Hong Kong’s most effective campaign to date. Read the full article. Source: www.digitalmarket.asia
  5. 5. THE WORK L'Oréal pulls off illusion of V-shaped face for Chinese girls In Asia, the popularity if the V-shaped face as become the third coveted aesthetic after big eyes and fair skin. L'Oréal specifically built a ‘V Look salon’ for the campaign while also signing South Korean celebrity Yoon Eun-hye as its first Asian spokesperson. The salon offers “V Look styling services”, which are really a facial diagnoses and a hair trim that enable female consumers to experience an immediate, even if illusionary, face-lift effect. Scanning QR codes with WeChat allowed consumers to receive trackable “styling coupons” and at the same time utilizing LBS positioning to direct consumers to the nearest Read the full article. Source: www.campaignlive.com Three real-time marketing case studies from Southeast Asia Today's ‘always-on’ customers have new real-time expectations, so real-time marketing has never been more necessary. Thankfully emerging digital marketing technologies and platforms offer an opportunity that was never before possible with traditional marketing. This article also offers a glimpse of the future with case studies from forward-thinking brands in Southeast Asia that are already capitalising on these techniques, McDonald’s, Nokia and Singtel. Read the full article. Source: www.econsultancy.com
  6. 6. THE WORK 12 best social campaigns and stories from July 2015 July has been a big month for social, with Twitter's sudden removal of its users' wallpaper images and the recent news story about kids being able to delete their cringe-inducing social media posts. This article lets us take a look at some of the best social media campaigns and stories from the past month including LG Mobile’s social photo contest, a First Direct campaign and poetry from Alfa Romeo, to name a few. Read the full article. Source: www.econsultancy.com Skechers’ regional approach to marketing Marketing Interactive sat down with Vincent Leung, CEO Asia Pacific, Skechers, to find out more about how the brand has succeeded in marketing its name to Asian consumers, particularly after opening its shutters in Singapore in 2009. It now has 16 concept stores in the market and aside from regional variations in its marketing strategies, Skechers also reveals some interesting insights on the differences between the Singapore and Malaysian markets. Read the full article. Source: www.marketing-interactive.com
  7. 7. DIGITAL--SOCIAL Facebook wants to turn Pages into shops The world's largest social network has built a billion-dollar ad business, but its ambitions don't end with advertising. Now, according to a report, Facebook is upping its social commerce efforts and looking to turn Pages into hubs for shopping. Facebook isn't revealing the brands involved in its ecommerce trials, but says they number in the "double digits.“ According to BuzzFeed's Alex Kantrowitz, Facebook isn't currently taking a percentage of sales that take place through Pages, but that is obviously likely to change if the initiative works and is expanded. Read the full article. Source: www.econsultancy.com In Japan, YouTube crushes Line for usage Is Line losing its place atop Japan’s social scene? June 2015 research from JustSystems found that seven in 10 internet users in Japan used YouTube—more than 24 percentage points ahead of second-place Line. Earlier research has shown Line is far bigger in Japan than Facebook or Twitter—but those surveys didn’t ask about YouTube usage. Read the full article. Source: www.emarketer.com
  8. 8. DIGITAL--SOCIAL The Future Of The Digital Store The retail store is on the cusp of a transformation. Today's customers have access to a growing set of digital devices — devices they are increasingly using to engage with brands and retailers, on their own terms, while shopping in-store. Simultaneously, new technologies are transforming retail store operations, allowing the store to operate more efficiently and with greater flexibility. eBusiness leaders will need to play a bigger role within the organization and use their backgrounds as digital leaders to help implement and optimize commerce and engagement technologies within the store. Read the full report. Messaging apps threaten social Three quarters of internet users globally are now using mobile instant messaging services, according to a new report which suggests that these are increasingly the location for conversations that once took place on Facebook. For its Q2 Mobile Messaging Report, researcher GlobalWebIndex polled 47,622 internet users aged 16-64 in 33 countries and established that the number using messaging apps had increased 39% over the past three years. Read the full article. Source: www.warc.com
  9. 9. DIGITAL--SOCIAL Content Marketers Should Use Messaging Apps To Build Long-Term Customer RelationshipsThe Asia Pacific (AP) region is a leader in innovative messaging apps. Apps like WeChat, Line, and KakaoTalk are transforming into digital platforms where users interact and trade, giving marketers opportunities to enhance brand affinity. However, many B2C marketing professionals today limit that potential by only focusing on promoting flash sales or discounts. This report will help marketing leaders better align content marketing tactics on messaging apps to the customer life cycle, driving long- term connections that emphasize customer lifetime value. Download the full report. Source: www.forrester.com Facebook unveils preferred friends: is it the solution to News Feed woes? Facebook has unveiled an update that allows users to select the friends whose posts will always appear at the top of their news feed. Those preferred friends can include brands whose pages users have liked. The new functionality is designed "to help prioritize stories, and make sure you don’t miss posts from particular friends and Pages," but the functionality is also likely to be welcomed by marketers who have struggled to reach their fans on Facebook due to the company's user-focused algorithm. Read the full article. Source: www.econsultancy.com
  10. 10. DIGITAL--SOCIAL Instagram unveils web search Instagram is one of the most popular mobile photo and video sharing apps, but that doesn't mean that the web isn't important to its continued success. Recognizing that, the Facebook-owned service has unveiled an update to its web interface that allows users to search for people, places and hashtags on web. Eventually, if Instagram's web features continue to drive meaningful sharing and consumption of content, it would not be surprising to see Instagram take a Facebook-like approach and extend its ad offerings to the web. Read the full article. Source: www.econsultancy.com Indian super viewers: Powering the Desi digital revolution This article analyses 'super viewers' of online videos in India, where viewership has increased 100% since 2011. These super viewers show high internet consumption across multiple devices, are typically 21 to 26 years old and largely male (60%). They do not limit themselves to entertainment; they're comfortable with technology and use the Internet for many transactions, such as managing financial matters. Companies can connect with this consumer group through advertising on customised video content or through providing unique content. Download the full article. Source: www.warc.com
  11. 11. DIGITAL--SOCIAL Snapchat on experimentation, partnerships and moving into new ad formats This event report looks at Snapchat, the photo-sharing app, that is a hit with younger consumers. The app in investing heavily to understand its user base, for whom "talking is pictures" and for whom privacy is important. That means avoiding retargeting and developing new ad products – test and learn is the approach. A priority is getting brands to switch from landscape video shots to portrait framing that suits how users view content on smartphones. Download the full report. Source: www.warc.com Five things to do when approaching influencers Econsultancy gives five tips when approaching social influencers to represent your brand: 1. Show them something they care about. 2. Make them look good. 3. Avoid PR speak. 4. Make it personal. 5. Don’t dump them once the fun is over. Read the full article.
  12. 12. DIGITAL--SOCIAL Twitter launches event targeting Twitter is borrowing a TV ad sales strategy to make it easier for brands to advertise against the live event-related conversations that the social network is known for. Through a new feature called event targeting, advertisers will be able to check out a schedule of upcoming live events within a dedicated calendar, look over information about that event like its potential audience size and then buy promoted tweets that will be shown to people within a seven-day window of when the event is scheduled to take place. Read the full article. Source: www.adage.com Is social media marketing losing its cool factor in South Korea? Are marketers in South Korea losing interest in social media? According to longitudinal research by KPR Social Communication Research Lab and Macromill Embrain, usage of Facebook, blogs, Twitter and YouTube have fallen—substantially—since 2014. Social media executives responding to this year’s survey were 11.2% less likely to use Facebook than a year earlier. They were also 14.1% less likely to use blogs, 22.2% less likely to use Twitter and 32.3% less likely to use YouTube. Read the full article. Source: www.emarketer.com
  13. 13. MOBILE Tablet market booms in Vietnam The tablet market in Vietnam is growing fast thanks to the increased availability of low- priced models, new figures have shown. According to researcher GfK there has been double-digit growth in sales of entry level tablets during the first five months of the year, Inside Retail Asia reported. "Over three in every four media tablets sold so far in 2015 cost less than US$300, as compared to just one in two in 2014, signifying a strong shift in market trends towards the low-end segment," said Tran Khoa Van, managing director of GfK in Vietnam. Read the full article. Source: www.warc.com Understanding smartphones as an influencing device Although the share of mobile traffic has seen an incredible increase, this is not simply cannibalising the traffic we would have traditionally seen through desktops previously, the vast majority of this is being additional traffic. The ramp up of mobile activity is clearly indicative of this trend and presents a clear challenge to advertisers. Customer journeys are becoming increasingly complex spanning not only multiple channels but also multiple devices. Read the full article. Source: www.econsultancy.com
  14. 14. MOBILE Third of Chinese media time is on mobile This year mobile devices will account for one third of Chinese adults' daily media time while digital generally will take half, a study has said. The research from eMarketer further showed, Digital Market Asia reported, that the time spent daily with digital media was growing twice as fast as overall media, at 6.8% against 3%. In terms of actual time, Chinese consumers are expected to spend 3 hours 5 minutes on digital media in 2015, a 73% increase over the past four years. Read the full article. Source: www.warc.com China's digital video viewers favour mobile for interaction eMarketer estimates that more than 456 million people in China will watch digital video content on an internet-connected device at least monthly in 2015, or one-third of the total population of the country. More than seven in 10 of those video viewers, or 332.4 million people, will watch video content specifically on mobile phones this year. And according to research from Tencent Penguin Intelligence, mobile devices are strongly preferred to the desktop for interactive video viewing. Read the full article. Source: www.emarketer.com
  15. 15. MOBILE Survey: 75% users conduct mobile search on commute Without a doubt, smartphones continue to revolutionise peoples’ daily activities and we constantly look down at the devices while walking, talking, waiting at stop lights and even while driving. A new Yahoo survey revealed that 90% of mobile users do the mobile search daily while 75% users search during commuting, while 73% and 58% at home and office respectively. Read the article. Source: www.marketing-interactive.com Wearables shipments to soar in China this tear The wearable device market in China has already begun a dramatic rise. Last year, according to iiMedia Research figures, 13.0 million wearable devices shipped in China. That was already a 150.0% increase over 2013—but this year, the growth rate is even higher. Wearable device shipments will be up 169.2% to reach 35.0 million. By 2017, the last year for which iiMedia forecasts wearables shipments, 98.0 million wearables will be shipped in China. Read the full article. Source: www.emarketer.com
  16. 16. E-COMMERCE FMCG brands must address online shopping Online FMCG sales grew 28% in 2014, according to a new report which identifies a need for retailers and brands to prioritise their ecommerce strategies accordingly if they are to capitalise on the evident opportunities. The study by researcher Kantar Worldpanel – Accelerating the growth of e-commerce – is based on in-depth analysis of the purchasing habits of 100,000 shoppers in ten of the biggest online FMCG markets and forecasts that global FMCG online sales will hit $130bn by the end of 2025. Read the full article. Source: www.warc.com Reckitt Benckiser looks to mcommerce Reckitt Benckiser anticipates that in future almost one third of its sales in India will come via mobile commerce, said Nitish Kapoor, the regional director at Reckitt Benckiser South Asia, the remark made in conversation with the editor-in-chief of Businessworld at the launch of the latter's Marketing Whitebook. Kapoor noted that currently ecommerce accounted for maybe only 0.5% of all FMCG sales in India, a proportion that was predicted to grow to anywhere between 3% and 5% over the next five years. Read the article.
  17. 17. E-COMMERCE Asia retailers must cater to Gen Z Online shopping has now become the preferred method of purchasing in certain Asian markets and retailers will need to be proactive to meet this trend, especially when catering for influential "Generation Z" consumers, a recent report has advised. In its study, How We Like to Shop Online, global property consultancy CBRE found half of consumers in Asia-Pacific still visit physical stores, but a higher proportion go shopping online in China, India and South Korea. Read the article. Source: www.warc.com Digital grocers attract opposite female shoppers in China and Japan China and Japan may both be in Asia, but that’s about all they share when it comes to digital grocery shopping. From frequency of purchase to reasons for buying groceries digitally to fears about doing so, women in the two countries seem to have little in common. May 2015 polling found that female digital grocery buyers in Japan were on much less of a schedule than their counterparts in China, for one thing. Read the full article. Source: www.emarketer.com
  18. 18. E-COMMERCE Amazon earmarks $5bn for India Amazon, the world's largest online retailer, is reported to be planning to invest $5bn in India to turn the country into its biggest market outside the US. According to the Economic Times, two unnamed people "directly familiar with the company's decision" also revealed that the ecommerce giant is planning to launch its instant video service and subscription-based Amazon Prime later this year. Read the full article. Source: www.warc.com Convenience drives m-commerce Nearly half (49.5%) of mobile consumers across Asia Pacific cite convenience as the most compelling reason for shopping on their smartphones, a new survey has revealed. On-the-move mobility (43.9%) and the growing availability of apps that make it easy to shop online (39.5%) are also important motivators, according to a regional survey of 7,000 consumers by MasterCard, the financial payments group. Overall, consumers from China (70.1%), India (62.9%) and Taiwan (62.6%) are the most likely to shop using their smartphones. Read the full article. Source: www.warc.com
  19. 19. E-COMMERCE Alibaba, Unilever form partnership Alibaba, the Chinese ecommerce giant, and Unilever are forming a comprehensive strategic partnership to enable the international FMCG group to reach more Chinese consumers. The companies issued a statement late last Sunday, announcing that their partnership would go beyond product sales to encompass innovation and collaboration across a wide range of applications and logistics. Read the full article. Source: www.warc.com Walmart beefs up online presence Walmart, the world's largest retailer, has taken over Yihaodian, after buying the remaining 49% stake in the Chinese ecommerce firm it did not already own. Although Yihaodian is a minor player in China compared with the likes of Alibaba or JD.com, Walmart's move to take full control of its venture will help it to target China's rapidly growing online market. Read the full article. Source: www.warc.com
  20. 20. LIFESTYLE TrendWatching: July 2015 Snapshot The July/August Snapshot offers a curated glimpse into the examples added into the TrendWatching Innovations Database this month. Highlighting the Cannes Lions 2015, this report shines a spotlight on the key consumer trends that made an impact at the festival. Industry highlights include examples of best practices from across 15 B2C industries. Other usual TrendWatching mega-trend highlights are also featured, from Status-Seeker trends to Post-Demographic. Download the full report. Source: www.premium.trendwatching.com Can brands speak the ‘bro code’? A recent study by Nielsen on Millennial males tallies with this view, stating that Millennial males today, in theory, are elusive creatures. Moreover, with the evolving role of women, and the rise of the she-conomy, it comes as no surprise that men have been forced to make room for women in a largely patriarchal society. This article looks at the rise of female domination and how men may be feeling the threat of losing their masculinity. Read the article. Source: www.marketing-interactive.com
  21. 21. LIFESTYLE The surprise-generating machine: Fresh predictions for the digital revolution This article provides fresh predictions that cover the future of mobile and cheap smartphones, Wi-Fi across towns and villages and YouTube as a 'how-to' resource for everything and everyone. Today's big tech brands will lose consumer confidence as the digital revolution brings a radical democratisation of power and access to international markets. The Internet of Things, on the other hand, will favour big tech firms who will be able to continually invest to keep their platforms safe and secure. Download the full article. Source: www.warc.comAsians welcome sponsored content Almost two-thirds (62%) of consumers in Asia would be open to branded content and advertising in return for free access to data. Asian consumers are most willing to accept offers, in return for free or reduced cost data, from entertainment businesses (42%), bars, restaurants and café (31%) and travel companies (29%). In terms of content, consumers are willing to accept sponsored branding or advertising in order to gain free access to websites and mobile internet browsing (43%), social networking services (41%) and web-based video services (38%). Read the article. Source: www.warc.com
  22. 22. LIFESTYLE The first ever artificially intelligent poster campaign The first ever artificially intelligent poster campaign in the world has been launched in London, which evolves unique ads based on how people react to it. The technology works by using a genetic algorithm that tests different executions based on the strength of their various features of ‘genes’ such as copy, layout, font and image. By installing a camera on the posters, engagement can be measured based on whether passers-by look happy, sad or neutral. Read the full article. Source: www.campaignbriefasia.com Subscriptions to outpace ad sales for OTT revenues in APAC Currently, advertising is the biggest component of the over-the-top (OTT) TV and video revenue pie in Asia-Pacific. According to estimates from Digital TV Research Ltd., advertisers in the region spent $1.61 billion on the channel last year, compared with $1.03 billion in subscription revenues. But as both figures grow, a switch is expected by 2020, when subscriptions will bring in $4.76 billion and ads $4.35 billion. Read the full article. Source: www.emarketer.com
  23. 23. LIFESTYLE How social media can help with recruitment Although 98% of HR managers say social networking is an important tool for recruiting, the majority of HR departments don’t seem to have a specific strategy in place when it comes to talent acquisition on social media. An effective and easy solution to this state of things is provided by employee advocacy on social media. When used to show the human side of a brand to the world, social amplification platforms prove particularly beneficial for the HR department of a company. Read the full article. Source: www.econsultancy.com Here are 9 Snapchat images that opened Mecca to the rest of the world During Ramadan Snapchat gave the world a look at Mecca with its first live story from Islam's holiest city. "Mecca live" even trended on Twitter. The push to get a Mecca story on Snapchat started after the app featured a story from the West Bank. Snapchat's Live Story feature lets users collaborate on sharing videos from specific places and events. Live programming in the messaging app has been known to generate millions of views for such events. The company boasts 2 billion video views a day, in all. Read the article.
  24. 24. WUNDERMAN ASIA HQ martina.schlittler@wunderman.com DIGITAL TRENDS IN Asia-Pacific JULY 2015

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