by: Finella Kristle Panlilio
Wednesday, June 24, 2015 |
Consumers today are more sophisticated than ever, absorbing information both via online and mobile devices and connecting with them in real time. To stay ahead of the content marketing game, take note of these key takeaways from the new Asia-Pacific research study - Content Matters: The Impact of Brand Storytelling Online in 2015 - by public relations firm Waggener Edstrom.
It's all about the ecosystem.
Consumers want cross-channel experiences, through an ecosystem of online and offline touch points. But it's important to note that the dominant platforms change according to industry and geography. For example, regardless of industry, blogs dominate purchasing decisions in South Korea; while social media holds the greatest purchase influence in the Philippines. And in the majority of Asia-Pacific markets, the Finance and Banking industry's strongest influencers are corporate websites, while Restaurant and Dining purchases rely heavily on word of mouth.
Content is a local game.
Facebook and WhatsApp currently dominate the region, with the third most preferred social network differing in almost every market. Consumers based in Singapore and Malaysia are hot for Instagram, Indonesians and South Koreans love to tweet, while India and the Philippines are expanding their circles on Google+. Moreover, willingness to engage with brands and motivation are market-led. For example, access to discounts is the main reason consumers follow a brand in Hong Kong and Indonesia; in China, it's the love for the brand; in India, it's for inspirational content. This means that campaign design in Southeast Asia should be promotion-led, while marketers will need to focus on brand in China and touch hearts in India.
Multiple devices matter.
Based on the research, consumers are using multiple screens to engage with brands and gather information prior to purchase, pivoting between devices, typically a smartphone and a computer. Also, consumers combine branded content before taking action, and they do so in different ways depending on their location.