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Author: David Moth

David Moth

David Moth is Social Media Manager and Blog Editor at Econsultancy. 

How Western brands should plan for content marketing in APAC

Content marketing is currently one of the most important trends in digital, and it’s one that presents a huge challenge for Western brands hoping to expand into the Asia-Pacific region.

It’s tempting to view the region as one entity for marketing campaigns, but language and cultural barriers mean that really isn’t the case.

To find out more about how to approach content marketing in APAC, I spoke to Julia Tan from Mynewsdesk in Singapore.

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62% of marketers use programmatic for brand campaigns: report

Almost two-thirds of marketers (62%) are using programmatic advertising for brand campaigns as opposed to direct response, according to the findings from our new Programmatic Branding Report.

The results also show that, on average, 40% of programmatic spending goes towards branding campaigns, with marketers expecting a 37% increase in their programmatic ad spend by 2017.

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How Lamborghini uses social engagement & loyalty KPIs to measure 'desire'

Lamborghini probably wouldn’t have to try too hard to gain a massive following on social.

However, the company pours a huge amount of effort into cultivating social communities as part of its strategy to become the most desirable car brand in the world.

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What is behavioural marketing and why do you need it?

Econsultancy deputy editor Christopher Ratcliff has built up a broad library of articles that act as a beginner’s guide to various digital marketing channels.

However one method he neglected to cover is behavioural marketing, also known as behavioural targeting.

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12 fascinating online marketing statistics we saw this week

It’s become tradition to begin this weekly roundup with a stats-based pun.

Sadly I can’t think of one to top my Taylor Swift effort from a few weeks ago so I’m going to put it on hold until your usual author is back in the saddle next week.

So, on with the show, and this week the stats include social media complaints, email marketing, digital marketing agencies, online video advertising, and ecommerce in the Nordics.

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How to prepare for doing business in Japan: APAC Insights

Japan is the third biggest economy in the world, and yet it often gets overshadowed by its much larger neighbour across the East China Sea.

China represents such a huge growth opportunity for Western brands that it tends to dominate the conversation among digital marketers and ecommerce professionals.

At Econsultancy we’re certainly guilty of overlooking Japan when writing about Asia-Pacific.

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14 fascinating APAC digital marketing stats from April 2015

Here it is, folks, our monthly roundup of digital marketing stats from around Asia-Pacific.

This month it includes programmatic advertising, mobile marketing in Australia, India’s growing online population, contactless payments, and a whole lot more.

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Only 20% of marketers use behavioural triggers in email marketing: report

Behavioural marketing technology allows brands to provide targeted, relevant communications based on a user’s web activity.

It can also be further improved by tying in other demographic and contextual information.

For many businesses this end goal is still a long way off, but some marketing channels are being optimised using behavioural targeting.

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Who should own the customer journey?

All marketers know that managing and optimising the customer journey is important, but who is in charge of it at your organisation?

Does anyone own the customer journey? And if not, who should take responsibility?

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How Jetstar moved to agile product development: APAC Insights

Many businesses aspire to adopt agile working practices, but the level of investment and reorganisation required to implement this cultural shift often proves to be an insurmountable obstacle.

To find out what is involved with successfully moving a company to agile software development I spoke to David Galovic, senior manager of digital products, technology and delivery at Jetstar.

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How will crowdsourcing and the sharing economy develop in the next five years?

Crowdsourcing and the sharing economy are driving a huge amount of change and disruption in business at the moment.

Uber and Airbnb are two of the most obvious examples, growing into billion dollar companies on the back of the crowd.

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How will email marketing evolve over the next five years?

Email marketing is one of those disciplines that people often claim is on the way out.

However its enduring power for driving traffic and sales means it’s highly unlikely that email marketing will die anytime soon.

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