MANILA, FEBRUARY 20, 2013 – Economic uncertainty isn’t the only issue clouding the marketing horizon. Empowered, knowledgeable consumers, the explosion of data, technology and brand alternatives and pressure to integrate communications are set to magnify marketing challenges in 2013.
In short, expect a more chaotic landscape. As always though, the brave and the adaptable will find a rich vein of opportunity to tap.
Digital’s pull is of course considerable, offering as it does not just a variety of platforms – from social to social and everything in between – but prized engagement and experiential moments that allow brands to seed and spread their messaging at a considerably faster pace than ever possible on traditional media.
TV’s rebound will be aided by broadcasters belatedly launch online platforms and portals for content promotion and distribution. More broadcasters across the region are also beginning to bundle their TV and online inventory together in packages.
Yet embracing digital in all its forms will require marketers to evolve their thinking on measuring return on investment. "Marketers are only now grasping that they need to embrace different ROI standards," said Tom Doctoroff, CEO, JWT Asia Pacific.
With so many channels to play with, the pressure to integrate will become more intense. "Clients today are fully aware of the need for integration and they truly want it," says Jarek Zienbinski, president, Leo Burnett Asia Pacific. "However, (it should be) full integration not just for marketing but also structure, finance, process and methodology remains a challenge that needs to be overcome. For it to happen, clients as well as their lead agencies need to play the role of integrators together."
For the full story, grab a copy of adobo magazine’s January-February 2013 issue.
