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Content Marketing: APAC Marketers Still Struggling to Adapt


May 13, 2013 - Singapore

The days are soon coming when businesses will have to take a more active role in engaging the consumers with valuable content, say industry experts. Today's consumers are increasingly media-savvy. They are in constant lookout for exciting, entertaining and information-rich content.

"In Hong Kong, Singapore and Asia generally, consumers are extremely well connected. They use multiple devices, blurring the boundaries between online and offline, and giving them access to a wealth of content and product information," said Joseph Webb, Head of Digital, TNS Greater China.

Customers are finding and sharing valuable product information through the web and social media platforms. But while the buyers are ready to engage, a lot of marketers in Asia Pacific are still one step behind.

"The most pressing challenge that companies face is having veritable warehouses of content, but doing nothing with it; or simply not having content strategy in place," said Don Anderson, SVP Regional Strategic Digital Integration, Fleishman-Hillard. "The increased proliferation of communication platforms is making it more critical for publishers to find means of cutting through the clutter. Content is the 'social juice' to attract and engage consumers - and move them through the path to purchase."

Success in the age of media proliferation requires a strategy to open customer dialog without engaging in hard selling. Customers are quick to drift away from intrusive promotional messages, but with compelling and valuable content, customers will automatically be engaged and even help spread brand messages.

"The content your brand produces is a proxy to your brand identity," said Nico Abbruzzese, Head of Digital, Asia Pacific, Maxus Global. "You can't just shout a message. You have to create value and desirability in the content that your brand develops before you can talk about your brand and products."

Webb, Anderson, and Abbruzzese among other experts will be addressing the above challenges at a 2-day conference on Content Marketing organised by Pacific Conferences, to be held in Singapore from 27 - 28 May 2013 and Hong Kong from 30 - 31 May 2013.

The conference will showcase insights from established brands such as Standard Chartered, Microsoft, General Electric, Lenovo, Avaya, SingTel, Harbour City, Unilever, BlackBerry, Hewlett-Packard, Cisco, Hitachi Global Storage Technologies, Shell, MasterCard, Korean Air, Intel, Hell's Pizza, and Singapore Sports Council to bring out actionable strategies in driving profitable customer actions through highly-engaging content.


Event Details

Title: Content Marketing
Date & Venue: 27 - 28 May 2013, Sheraton Towers, Singapore
30 - 31 May 2013, Regal Hongkong Hotel, Hong Kong
Organiser: Pacific Conferences


Full programme can also be found at: http://www.conferences.com.sg/s1417-cm1-18a-b.pdf

About Pacific Conferences

Pacific Conferences specialises in organising business conferences aimed at providing interactive, insightful information and analysis about issues facing businesses in Asia-Pacific. Our conferences are developed through thorough research and a deep understanding of the critical concerns facing industry professionals. They are addressed by experts and leaders who have deep knowledge and practical experiences in their respective areas. More information may be found at www.conferences.com.sg .

Source: Pacific Conferences

Contact:

Mr Hans Stevanus Maryo
Tel: +65 6592 7352
Email: hans@conferences.com.sg





Copyright 2013 ACN Newswire. All rights reserved.

ACN Newswire

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