Southeast Asia businesses are not fully tapping the potential of data-driven marketing strategies to increase their revenue and realize cost efficiencies, according to new research from The Boston Consulting Group and Google.
The research also found that the most digitally mature brands report significant benefits from data-driven marketing, with an average incremental 11% revenue impact and 17% in cost efficiencies.
The “Digital Marketing Maturity Study” surveyed over thirty brands across seven industries from Indonesia, Malaysia, Singapore, India and Hong Kong. It found that no brands have achieved the potential of multi-moment digital marketing in the region – that is, those that exceed consumer expectations by consistently delivering coordinated, relevant and sequenced experiences across a range of online and offline channels.
“Brands in SEA are yet to reach the full potential of multi-moment marketing, which is an approach that optimizes single-customer business outcomes across multiple channels by delivering meaningful connections with consumers. In short, there is an opportunity to establish meaningful connections with today’s consumers to improve both cost efficiencies and revenue,” said Luc Grimond, Partner and Managing Director at BCG Singapore.
The study assessed brands across industries and their maturity levels on a four-point scale. Companies at a nascent stage typically execute simple campaigns mainly using external data and direct buys, with limited links to sales. As brands mature, they improve discrete channel activation and then go a step further to more connected, multi-channel activation, with a demonstrated link to ROI and sales proxies. The study found that it is a progressive journey for companies to navigate through the four phases of digital maturity.
“It’s like long-distance running. You need to focus on the next step rather than worry about how far you still need to go. It sounds like a cliche, but considering how many people are involved in enabling this change in an organization, it is important to break it down into bite-size pieces and make everyone part of the journey,” according to Tom Van Den Berckt, Head of Digital & Web Services at Maxis.
The study identified three technical (“connected data”, “automation and integrated technology” and “actionable measurement”) and three organizational factors (“strategic partnerships”, “specialist skills” and “agile teaming and fail-fast culture”) that are common to mature digital brands.
Through this research, BCG and Google have identified some clear steps on the path to digital maturity.
“In this study we identify the steps on a path to digital maturity. The least mature brands can get started by setting the foundations, including identifying a senior sponsor, leveraging partners to fill capability gaps, understanding available data and building on that by implementing the back-end technology and analytics required to progress,” added Luc.
Brands can build connections both in bringing cross-functional teams together and connecting data to drive automation – by breaking down barriers between ‘traditional’ and ‘digital’ marketing capabilities, embedding scarce skills such as data scientists, and using them to define common KPIs and a measurement framework that feeds into message delivery and optimisation.
To reach the highest level of maturity, brands can make every moment matter by identifying signals across online and offline data, understanding the value of each moment through sophisticated attribution, and measuring this against tangible business outcomes.
A copy of the finding can be downloaded here.
Should you have any media related queries and or to arrange for an interview, please contact Anita Bernardus at +62 811 189 264 or firstname.lastname@example.org
Shiseido inaugurated an innovative digital O2O advertising solution on “HKG My Flight” mobile app launched by JCDecaux Transport at Hong Kong International Airport
Airport Authority Hong Kong partners with JCDecaux Transport to proudly announce the newly launched innovative digital (O2O) advertising platform on the airport authority’s mobile app “HKG My Flight” to connect with passengers and maximize the audience-reach synergy of Hong Kong International Airport advertising.
The award-winning “HKG My Flight” mobile app developed by Airport Authority Hong Kong, is designed to create a personalized passenger experience via the mobile app. Air passengers can access to real-time flight information, airport navigation, and enjoy connection to free Wi-Fi upon arrival at Hong Kong International Airport.
World-renowned beauty brand Shiseido has taken the lead in capitalizing this innovative digital (O2O) advertising solution to enhance audience engagement. Shiseido’s Splash Ad will appear at the landing page while the airport’s mobile app is activated. When app users approach the duty free area, a push notification is sent to the mobile phone via Beacon technology to indicate a promotion is nearby. The push notification drives users to the campaign website, allowing them to register their personal data in order to redeem beauty samples at Shiseido’s duty free counters. This allows online and offline merged (OMO), which perfectly demonstrates how technology is used to drive customers to shops.
Non-app users are not excluded from this campaign. As Shiseido’s OOH ads on digital panels at the airport are embedded with QR Code, scanning of which mobile users can access the campaign website to enjoy the promotional offer. Through the online engagement, another call-to-action will invite mobile users to download the “HKG My Flight” mobile app.
This innovative drive-to-store O2O advertising solution will significantly benefit travel retailers and enrich passengers’ airport experiences, hence producing unprecedented traffic drive to augment retail ROI for international brands’ campaigns at Hong Kong International Airport.
Key information about JCDecaux Group
- 2017 revenue: 3,472m euro
- JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext
- Family Business indexes
- JCDecaux is part of the FTSE4Good and Dow Jones Sustainability Europe indexes
- No. 1 worldwide in street furniture (543,050 advertising panels)
- No. 1 worldwide in transport advertising with more than 215 airports and 250 contracts in metros, buses, trains and tramways (356,320 advertising panels)
- No. 1 in Europe for billboards (141,630 advertising panels)
- No. 1 in outdoor advertising in Europe (672,220 advertising panels)
- No. 1 in outdoor advertising in Asia-Pacific (216,290 advertising panels)
- No. 1 in outdoor advertising in Latin America (77,190 advertising panels)
- No. 1 in outdoor advertising in Africa (26,770 advertising panels)
- No. 1 in outdoor advertising in the Middle-East (18,650 advertising panels)
- Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
- 1,074,113 advertising panels in more than 75 countries
- Present in 4,033 cities with more than 10,000 inhabitants
- 13,040 employees
v-dog Selects Orange Orchard as Global PR Agency of Record
Vegan dog food company partners with animal friendly and environmentally conscious public relations agency to promote healthy, plant-powered, cruelty-free dog food and treats
V-dog, a San Francisco-based vegan owned and operated dog food company, has selected Orange Orchard, a global public relations agency specializing in animal-friendly and environmentally conscious brands, to promote its vegan and cruelty-free dog food and treats.
“We were in search of an agency that could not only help us promote our vegan dog food, but also cared about a compassionate, healthy, cruelty-free lifestyle,” said Lindsay Rubin, vice president at v-dog. “Heather and her team at Orange Orchard not only had the same values we look for in our business partners, but also demonstrated to us their industry and public relations expertise to bring v-dog to the forefront of dog lovers around the world.”
Orange Orchard is a division of Ripley PR and was established to promote animal-friendly, planet-friendly, vegan and plant-based products, brands and initiatives. The team’s knowledge and experience in building global brands will help forward-thinking, socially and environmentally conscious businesses and nonprofit foundations create a cleaner, healthier and more compassionate world.
“The vegan and plant-based movement has been gaining global momentum over the past few years, and v-dog has been at the forefront of plant-based, cruelty-free dog food since 2005,” said Heather Ripley, CEO of Orange Orchard. “We look forward to helping v-dog promote its vegan and cruelty-free dog food to pet lovers around the world.”
Since 2005, v-dog has seen dogs of all shapes and sizes thrive on our nutritionally complete plant-based kibble. We are a vegan owned and operated family business with high quality standards and zero product recalls to date. Based in beautiful San Francisco, our team is made up of animal lovers, most of us with fur babies of our own. We work each day to ensure you and your dogs are happy and that our products are providing them with the ultimate source of nutrition and joy. For more information about v-dog in the U.S., visit v-dog.com or call 888-280-8364. For more information about international distribution, visit v-planet.com.
About Orange Orchard
Orange Orchard is a division of Ripley PR, a global public relations agency using a blend of strategic business accounting and creative public relations branding to deliver measurable results. Orange Orchard works with environmentally friendly, animal welfare, vegan and plant-based brands that aim to make the world a kinder place to live.
For more information visit www.orangeorchardpr.com or call 865-977-1973.
OUTFRONT Media Furthers Commitment to Digital Transformation with Hire of Lowell Simpson as New Executive Vice President, Chief Information Officer
OUTFRONT Media (NYSE: OUT), one of the largest out-of-home media companies in North America, announced the hire of Lowell Simpson as Executive Vice President, Chief Information Officer, furthering its commitment to deploying smarter, better technology across the organization.
“We are committed to modernize and better integrate our technology functions to power our business as we become increasingly digital in our asset base and how we operate,” said Jeremy Male, CEO, OUTFRONT Media. “Lowell’s appointment is a crucial step in building out and deploying these technological capabilities across our organization.”
As part of its digital transformation, OUTFRONT Media has been deploying digital billboards and Liveboards in its key transit hubs. This robust deployment will also focus on the front end and back end product offerings that complement the Liveboards. Lowell brings a strategic thinking approach, along with traditional and digital media and technology experience, that will be vital in pushing these initiatives forward.
Lowell joins OUTFRONT from MediaCom Worldwide where he held the position of Global Chief Information Officer. During his 10 year tenure at MediaCom, Lowell was responsible for the development, marketing, support and management of all internal and client-facing applications and trading platforms across all markets. A crucial part of his position included overseeing all relationships with technology and data vendors across the globe, ensuring that clients had up to date tools, data and platforms. Prior to that role, Lowell spent time at Discovery Communications and PriceWaterhouseCoopers in various project management and technology positions.
Lowell will report to Jeremy Male and he will work closely with the Executive Committee at OUTFRONT to enable the digital transformation across OUTFRONT through the use of technology.
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