4 key marketing takeaways from Tech in Asia

If you missed the Tech in Asia event last week, fret not. Team Content Lab were out in full force to soak up all the knowledge, insights, and trends that will be dominating marketing chatter in the months to come. Here are our top takeaways from one of Asia’s biggest tech events.

1. Traditional marketing tactics ain’t dead yet…

Just because something isn’t trending, doesn’t mean it’s not effective. In the words of Aliza Knok from UNLOCKD “don’t throw the baby out with the bathwater”. Traditional marketing methods like PR, partnerships, networking, and referrals are all still highly effective tools in attracting customers and reign supreme. Utilise these methods then opt for newer tactics, like social media, to amplify everything that you are doing (Bob Hoffman eloquently expands upon this idea within his evolution of advertising blog post).

2. Storytelling is crucial…

Facebook’s Rahul Gupta advised us to “think stories”. Connecting with an increasingly discerning audience is a challenge all brands must rise to. And storytelling in the digital age means we now have multiple platforms that can be utilised to spread the word. Anna Gong, CEO of PERX claimed “you will be more successful using social media, blogging, SEO, and content than trying to throw spend at advertising without a strong narrative in place. Be playful with your content and test the hell out of your audience assumptions, rather than spraying and praying”.

How you tell that story is also important. We know that during an arduous commute to work, people are more likely to engage with short, bite-sized pieces of information. While during a relaxed evening, long-form content is more appealing. Using a combination of short- and long-form messaging will enable your business to reinforce its brand story more effectively.

3. Time to ditch the banner ads…

Still think you can convert a customer with a banner ad? Think again. According to Josephine Chow, head of international expansion at Shopback, based on their data you’ve got a 1 in 4 million chance of a banner advertisement getting you a customer. Yup, you have greater odds of being eaten by a shark.

4. Data + creativity = The Sweet Spot…

Consumer insight data should drive your campaigns, but in order to stop your target audience in their tracks, combining that knowledge with a unique and relevant creative idea is essential. And as we see the continual development of sharper measurement tools, the insights we can learn about consumers become increasingly personalised and allow marketers to create more immersive, impactful experiences. Andrew Pickup, senior director of communications at Microsoft Asia, believes this combination of automation and innovation is the key to engaging and interrupting audience attention.

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