Rising to the challenges brands are facing trying to gain mind and market share in APAC
Keeping up with the APAC shopper and their consumption patterns is challenging. It demands a deeper understanding of local developments and preferences and a responsiveness that allows businesses to take on the marketing confidently and effectively.
Indicia Worldwide are helping global brands deliver scalable and customer-centric solutions by bringing effectiveness and efficiency into planning and processes before products are taken to market. They put brands at the core of their business by working with them to understand the ever-changing needs and expectations of their customers.
Marketing teams are enabled to take control of their campaigns and make informed decisions about spend, based on quantifiable measurement. It prioritises a more relevant consumer experience, whether in-store or online.
Meeting the region’s marketing challenges head on
Brands looking to achieve greater visibility, engagement and profitability often find themselves tackling problems that similarly plague their peers in the region. Here are the major pain points that brands in APAC face and how Indicia Worldwide are optimising their expertise and suite of offerings to drive the delivery of your messages at scale and speed:
1. Campaign integration
Disjointed marketing efforts risk constrictions and less cohesive creative communications that affect how quickly campaigns reach consumers and how well they perform.
Indicia Worldwide takes on a collaborative, iterative and insight-led approach from analysis right up to activation, ensuring the brand-building initiatives are integrated, informed at every stage by data, and deliver commercial impact. An end-to-end approach that is five times faster than that of more traditional agencies.
2. Market saturation
Competing for the attention of customers in a crowded market makes cutting through the clutter across platforms vital. While APAC consumers are quickly moving to digital mediums, physical storefronts remain relevant for large groups of shoppers. This demands a robust omnichannel strategy from brands, one that continually engages and offers a frictionless experience whether customers are browsing online or shopping in-store.
Getting to your audiences with the right messaging, at the right time and via the right channels makes all the difference in helping you stand out. Indicia Worldwide use local insights, helping you activate brand and campaign assets, and deliver highly significant communications via the relevant channels. By tapping into local insights, Indicia Worldwide were able to deliver a successful creative and social media strategy for Goodman Fielder Food Service in New Zealand, driving sales uptake in a matter of weeks.
3. Achieving return on investment on ad spend
Indicia Worldwides insight-driven strategy and creativity make sure you stay top of mind across the buyer’s journey. This allows you to connect with and persuade customers, whether they’re researching the product or are ready to make a purchase. Beyond purchase, they continue to drive actions and measure them. With learning and iteration, they keep sharpening their creativity so that you consistently perform.
Brands that offer exceptional experiences at each touchpoint and compel consumers to act enjoy improved conversions, retention, and ROI.
4. Activating relevant data for growth
Less than one in five businesses in APAC have achieved high analytics maturity, even though over 90% believe data analytics is important to their organisation. Add to that multiple data sources, and brands struggle with identifying what data they should be analysing and how to interpret and activate it to unlock growth.
When it comes to data, Indicia Worldwide prioritise understanding who your customers are, how and why they’re using your products or services and how they can convert the relevant data into insights. The data scientists analyse and report key patterns to drive intelligent decisions for marketing that lands at the right time along the path to purchase.
If smart extraction and interpretation drive smarter insights, then continuous optimisation leads to performance gains and new value. They optimise your marketing initiatives by analysing what doesn’t work as much as what does. This enables your brand to stay updated with changing consumer interactions and behaviour, and better deliver efficiencies and experiences that matter.
Article written by Gary Yip, Client Partner - Agency Lead (APAC), Indicia Worldwide.
