Authored by Jelou Galang, the report, titled ‘Why are Chinese shoppers progressing to homegrown fast fashion?’, features insights from Xiaojing Huang, a renowned design trend expert and strategy director of YANG DESIGN, and Ambra Schillirò, the co-founder of China Fashion Group. The report highlights the increasing allure of homegrown brands among Chinese consumers.

In May 2024, the season finale of Saturday Night Live humorously spotlighted the controversies surrounding Chinese fast fashion through a satirical ad featuring ‘Xiemu,’ a playful nod to Shein and Temu. The e-commerce fashion market in China is expected to reach $236.8 billion by the end of 2024, with women’s apparel leading the charge at $328.4 billion.

Shein dominated search rankings as the most Googled global fashion brand in 2022, surpassing industry giants like Nike and Zara. International brands like H&M and Zara are struggling to compete with local powerhouses on platforms such as Alibaba’s Tmall and Taobao. The rise of brands like Metersbonwe, Peacebird, and Youngor has led to strategic exits from global players, including Urban Outfitters and Old Navy, with Gap selling its China operations to focus on untapped potential elsewhere.

Cultural and geopolitical dynamics significantly influence consumer preferences. Boycotts and market exclusions following brand stances on Xinjiang cotton have underscored China’s importance as the world’s second-largest e-commerce market, with an online shopping population nearing 915 million as of December 2023. A strong preference for domestic brands has emerged, driven by the ‘guochao’ movement, which reflects national pride and cultural revival.

Ambra Schillirò notes, “The rise of guochao goes beyond fashion; it signifies a broader embrace of national identity and cultural revival, influencing consumer choices across sectors.” This cultural confidence is evident in the popularity of the New Chinese Style, blending traditional elements with contemporary designs, appealing to younger generations seeking both individuality and cultural pride.

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Xiaojing Huang explains, “From Hanfu to modern interpretations of Chinese aesthetics, there’s a growing demand for products that reflect cultural heritage in everyday wear.” This shift democratizes cultural expression, resonating with Gen Z’s desire for authenticity and sustainability.

Affordability, quality, and cultural relevance drive consumer preferences towards local brands. Huang emphasizes the appeal of “lower price substitutes” offered by Chinese fast fashion, coupled with agile production cycles that respond swiftly to market trends. This strategy has enabled local brands to outpace international competitors through digital platforms like Douyin and Xiaohongshu, where influencers have significant sway.

Schillirò underscores the importance of digital engagement and community-building in China’s retail landscape. “Influencers and key opinion consumers (KOCs) play a crucial role in shaping consumer perceptions and driving sales,” she notes, highlighting Xiaohongshu’s thriving ecosystem where user-generated content and authentic reviews drive purchasing decisions.

Nick Morris, Managing Director of Canvas8, advises, “Brands navigating China’s fast fashion landscape must embrace cultural sensitivity, transparency, and immersive digital experiences to foster lasting connections with consumers.” Understanding these dynamics is crucial for brands aiming to thrive in this dynamic market.

For more detailed insights, the report ‘Why are Chinese shoppers progressing to homegrown fast fashion?’ is available for download for a limited 2-week period.

The post Chinese Fast Fashion Brands Surge Amid Global Scrutiny, Projected to Reach $1.4 Billion by 2028 appeared first on Marketing In Asia.

Randstad, the world’s largest talent company, has shared preliminary findings from its 9th annual Employer Brand Research in Malaysia. Conducted by Kantar TNS in January 2024, this comprehensive study surveyed 173,000 respondents globally, including 2,500 in Malaysia. The research stands out as the world’s most extensive employer branding study, reflecting general audience perceptions.

The data shows that employees who did not receive inflation compensation are almost 40% more likely to seek new jobs, underscoring the need for employers to align with talent expectations regarding inflation adjustments. Fahad Naeem, Country Director at Randstad Malaysia, highlighted, “With nine years’ worth of talent expectations and employer brand data collected in Malaysia, we can analyse how workforce priorities have shifted, what talent are most worried about, and what employers can do to effectively attract and retain talent. While the pandemic brought about solidarity, employers must now understand that talent has new and higher expectations that require them to be more proactive when engaging talent.”

The research also identified work-life balance and limited career growth as the top reasons why Malaysian talent resigns. A significant 48% of respondents expressed a desire to improve their work-life balance as their primary motivation for considering a job change. This was followed by aspirations for career growth, with 37% seeking roles that offer greater responsibilities and promotion opportunities. Notably, this trend is more pronounced among younger demographics, with 40% of Gen Z respondents prioritising career progression, compared to 33% of their older counterparts.

Also Read: Joshua Wang Promoted to Associate Vice President at FINN Partners, Strengthening APAC Operations

Salary concerns also weigh heavily on Malaysian talent, with 34% of respondents citing low pay coupled with rising living costs as their reason for seeking new employment opportunities. Naeem commented, “An employee’s work-life balance depends significantly on the organisational culture. Managers play a key role in this by maintaining productivity in hybrid work settings, ensuring workloads are fairly distributed to keep daily work engaging while promoting skill development. To retain and attract top talent seeking the right environment, companies must proactively understand and support their workforce’s needs. It’s about fostering an environment where employees feel valued, empowered, and motivated to thrive.”

The survey further highlights the evolving job change dynamics among digital natives, with 29% of Gen Z respondents inclined to switch roles upon losing interest in their current positions. This aligns with the broader trend of 43% of Gen Zers planning to change jobs in 2024.

Digital channels are increasingly popular among job seekers in Malaysia. Of the 34% of respondents looking for a job this year, 68% plan to use job boards or search engines, and close to half (47%) will use social media platforms like Facebook and WhatsApp. Naeem noted, “Malaysian job seekers leverage online platforms not just to browse and apply for jobs, but also to research company culture and evaluate if the organisation’s initiatives, policies, and opportunities align with their career aspirations. This talent attraction approach puts the onus on job seekers. In a talent-scarce market, it’s important for companies to invest in people development to improve their retention rate. These people’s initiatives can also help strengthen their employer brand and attract a wider pool of qualified candidates.”

Naeem further added, “While social media platforms like Facebook, Telegram, and WhatsApp are cost-effective digital platforms to reach out to a big talent pool, it is essential for employers to promote job openings through trustworthy channels like company websites or reliable job search platforms due to the high risks of fraudulent digital job advertisements. Companies have the opportunity to use these channels to educate job seekers on their typical job search process, which requires job seekers to apply directly through official job boards or company websites instead of social media or text messaging platforms.”

The full research report, which includes data on employee value proposition and attitudes towards AI developments and equity, will be released by Randstad Malaysia in July 2024.

About Randstad Employer Brand Research

The Randstad Employer Brand Research is the most comprehensive, independent, and in-depth study of employer branding among working-age adults worldwide. This research explores talent insights, delving into the perceptions and drivers that influence workers, and identifying the most attractive employers. Initiated in 2000, the research is independently conducted by Kantar, Randstad’s international research partner. The latest survey respondents were polled in January 2024.

About Randstad

Randstad is a global leader in talent solutions, committed to being the world’s most equitable and specialised talent company. As a partner for talent, we excel in four specialisations: Operational, Professional, Digital, and Enterprise. We provide clients with high-quality, diverse, and agile workforces essential for thriving in a talent-scarce world. We assist individuals in securing meaningful roles, developing relevant skills, and finding purpose and belonging in their workplaces. Through our value creation, we are dedicated to fostering a better and more sustainable future for all.

Headquartered in the Netherlands, Randstad operates in 39 markets and employs approximately 40,000 people. In 2023, we supported 2 million talents in finding work and generated a revenue of €25.4 billion. Randstad N.V. is listed on the Euronext Amsterdam.

For more information, visit Randstad Malaysia.

The post Randstad’s 9th Annual Employer Brand Research Reveals Malaysian Workers’ Inflation Woes and Evolving Job Market Trends appeared first on Marketing In Asia.

Capturing Attention in a Digital World

While Malaysians are undeniably glued to their smartphones, a recent study by the Malaysian Advertisers Association (MAA) revealed a surprising fact: 72% of consumers still recall seeing an Out-of-Home (OOH) ad in the past week. This highlights the continued effectiveness of billboards in a world dominated by digital screens.

The Rise of Digital Billboards

The game has changed with the introduction of digital billboards. These dynamic displays offer several advantages:

• Captivating Visuals: High-resolution screens showcase eye-catching visuals that are more impactful than static displays. Imagine a billboard for a local durian stall showcasing its creamy, golden flesh during peak durian season!
• Targeted Content: Digital billboards can tailor content for specific times of day or demographics. A billboard for a fitness app placed near a popular jogging path could display motivational messages during peak exercise hours.

Addressing Measurement Concerns

A common criticism of billboards has been the difficulty in measuring their effectiveness compared to digital advertising. However, advancements are changing this narrative.

• Location Intelligence: Data on anonymized phone location trends can be used to estimate audience demographics exposed to specific billboards.
• QR Codes and Social Media Integration: QR codes on billboards can bridge the gap between physical and digital experiences. Users can scan the code to visit a landing page, engage with social media campaigns, or download an app, providing valuable data for campaign measurement.

Balancing Creativity with Regulation

The rise of digital billboards necessitates addressing potential issues:

• Visual Clutter: With more dynamic displays, careful planning is crucial to avoid overwhelming viewers with information overload.
• Light Pollution: Regulations regarding display brightness need to be considered to minimize light pollution in urban areas.

A Local Success Story: AirAsia Takes Flight

AirAsia, a prominent Malaysian budget airline, recently employed a creative digital billboard campaign. Their displays featured interactive games that passersby could play by waving their hands, generating social media buzz and brand engagement. This exemplifies the power of blending technology and audience participation with billboard advertising.

Another case study in simplicity where the power of “less is more” proves to pays. Look no further than Siti Khadijah’s billboard campaign. Their simple yet powerful message (“nak… mak teringin nak pakai telekung Siti Khadijah“) resonated deeply with their target audience (mothers). This highlights the enduring effectiveness of clear and concise messaging.

The Future of Billboards in Malaysia

By embracing technology, strategic location selection, and impactful creative elements, billboards can effectively:

• Capture Attention: Stand out in a digital world with captivating visuals and dynamic displays.
• Spark Engagement: QR codes and interactive elements can bridge the gap between physical and digital experiences.
• Influence Decisions: Clear calls to action and targeted messaging can prompt viewers to take action.

Billboards are not relics of the past; they are a powerful tool in the modern marketing arsenal. By addressing critical issues and leveraging new possibilities, billboards can ensure their continued relevance in Malaysia’s ever-evolving marketing landscape.

Note: This article is part of a publication from a study conducted by Mohd Juraij bin Abd Rani and Nursheilaizati binti Abdullah from Faculty of Business & Communication, Universiti Malaysia Perlis on the impact and effectiveness of Out-of-Home (OOH) advertisement in Malaysia.

The post Billboards Reborn: A Modern Marketing Powerhouse in Malaysia appeared first on Marketing In Asia.

Sumit Bansal, VP, Asia Pacific & Japan, BlueVoyant said, “The use of malicious search engine ads is on the rise and poses a significant threat to internet users and companies worldwide. Instead of a link from an ad leading you to your bank’s login page, it can instead lead to a phishing website or malware download — risking personal, financial, and corporate information.”

So, what are Search Engine Ads?

Search engines like Google, Bing, and Yahoo, with their easy-to-use interfaces and vast user bases, allow users to easily and efficiently find things online. Given their wide acceptance, it was only a matter of time before they became a target for cyber criminals.

Most search engines allow advertisers to promote their websites by displaying paid ads in the user’s search results. Using simple, self-service, and readily available advertising tools, advertisers can pinpoint and reach their unique target audience based on multiple criteria, making their ads more effective and profitable.

Most ads appear at the top of the search results, above the organic results, and are annotated as an advertisement. Typically, search engine advertisements consist of a title, description, and a link to the advertised website.

Search engines have long been trusted, so users have historically had little reason to doubt the ads they see.

How Does this Kind of Phishing Work?

These fraudulent search engine ads are designed to appear benign, therefore making them an effective phishing distribution mechanism. When an unsuspecting user types into the search engine their financial institution’s name and “login,” or something similar, the ad they see may lead them to a fake login. These fake websites can be used to steal their login credentials, which could be reused for other accounts, including corporate ones, or to download malware.

Bansal explained, “We have observed that when setting up a malicious ad campaign, threat actors utilise the various customisation options available for advertisers. The settings allow them to display the ads only to specific users who meet predefined criteria, targeting the most vulnerable and profitable victim profiles while helping to evade detection.”

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“To further avoid detection, threat actors employ unique session cookies for users redirected to the site from the ad. This makes it difficult for bots or security vendors to detect the phishing content. In addition, the phishing ads often link to lookalike domains of the impersonated brand, adding another layer of deception.”

“To execute these malicious ad campaigns, threat actors typically acquire compromised ad accounts from deep and dark web communities. They then craft tailor-made ad campaigns, register phishing websites, and implement additional evasion mechanisms before launching the ad campaign.”

How Can You Protect Your Company and its Reputation?

“We recommend that enterprises, especially financial institutions, monitor for suspicious search engine ads possibly impersonating the company’s brand, using various search keywords, user agents, and geolocations, in multiple search engines.”

Organisations are urged to also report all fraudulent websites and associated ads. Enterprises should also raise awareness about the dangers of search engine ads among clients and employees and advise them to bookmark legitimate websites. Organisations should consider working with a Digital Risk Protection vendor with ad detection and analysis capabilities to proactively detect and take down malicious search engine ads and their related phishing websites.

The post New Report: The Rising Threat of Search Engine Ad Abuse appeared first on Marketing In Asia.

This moment is currently happening across the Asia Pacific (APAC) region and is a burgeoning opportunity for B2B brands.

A new report from LinkedIn, in collaboration with Accenture, titled “Going Beyond Borders – New Avenues of B2B Growth” reveals the immense potential for B2B brands in APAC, with the region primed for success to connect with global customers, bridge buyers and sellers, drive real-time intelligence and build local, trusted brands.

We know that today’s buyers are making significant purchase decisions online, and B2B brands must meet their customers where they are, on digital platforms – to connect and engage with them, and ultimately steer toward success. By harnessing the usage of digital platforms, B2B brands across APAC can tap into a previously missed opportunity and grow with sustainable international expansion and global trade.

The report has found three key insights:

• APAC is sitting on the greatest trade opportunity that can be unlocked by digital platforms, however, the region is capturing only a fraction of the potential benefits.
• Within APAC, China, Japan and India have the largest export opportunities of up to $509 billion to key trading partners in North America and Western Europe.
• Leveraging digital platforms, such as markelaces, payment services and professional and social networks, will be key for B2B sellers to capitalise on their export opportunities.

The Power of Digital Platforms in International Trade

Digital platforms hold the key to seizing this vast B2B trade opportunity to gather information and facilitate transactions, by guiding businesses through all stages. The adoption of these platforms will help businesses understand how to achieve quick wins and how they can sustain growth for the long-term. If digital platforms are used effectively, businesses globally stand to gain an astonishing $5 trillion in revenue through international trade, representing a remarkable 19% increase in global B2B exports. Within APAC alone, there is $1.9 trillion available for businesses with the adoption of such platforms.

The APAC region has witnessed unparalleled economic growth over the past half-century, positioning itself as a global leader in international trade. The region has consistently outpaced other markets and has been less impacted by current macroeconomic changes, sustaining an impressive average annual growth rate of 11% p.a. A significant contributor to this success is underpinned by a surge in digitisation and internet usage, which has risen from 48.9% to 69.2% between 2015 and 2020.

However, despite this growth, many countries, and in particular B2B segments, have yet to harness the benefits of the digital economy fully. This digitalisation wave, potentially accelerated due to pandemic lockdowns, presents an opportune moment for B2B brands to capitalise on the region’s growth and extend their reach globally by understanding local market intricacies and embracing digital platforms.

China, Japan and India lead in export potential across APAC

The report highlights that the combined export potential of China, Japan, and India amounts to a staggering $1.4 trillion globally. Collectively, these countries could capture up to $509 billion in export opportunities to key trading partners in North America and Western Europe.

China, as one of the top frontrunners in international trade, has immense potential in the electronics and machinery sectors to North America and Western Europe, constituting 45% of total exports to key partners. By leveraging digital platforms, China could facilitate an additional $344 billion in trade to its key partners in the US, Canada, France, Germany, and the UK.

On the other hand, Japan’s growth is excelled by its strength in the automotive, machinery manufacturing, electronics and chemicals & materials industries, while also seeing growth in its pharmaceutical domain over the recent years. This amalgamation of major and emerging industries creates a significant $108 billion export opportunity from Japan to North America and Western Europe.

While India, a country recognized for its dynamism, holds untapped potential in its IT services and chemical and material manufacturing industries to North America and Europe. These have the potential to generate an estimated $56 billion in additional trade with the increased use of digital platforms.

Final Thoughts

I invite all marketers and stakeholders in the APAC business ecosystem to take inspiration from the success stories of trailblazing companies like Whatfix and Infosys, who have demonstrated remarkable international growth through their strategic utilisation of digital platforms. These brands are two great examples of ones that have capitalised on the potential of digital platforms to connect with global customers and explore new markets. Clearly, we already have the tools set up to grow and flourish in the region.

For a more in-depth exploration of the report’s insights and the specific opportunities presented globally and in China, India, and Japan, as well as actionable strategies in areas such as targeted digital advertising and lead generation, have a look at the full report here.

I’m truly looking forward to a transformative journey for organisations across APAC, as we drive forward with a shared vision of growth and prosperity for the region.

About the report: Methodology

This report is based on results from an economic gravity model of trade developed by Accenture Economic Insights with input from Associate Professor Shiro Armstrong from the Crawford School of Public Policy. For each industry of interest, a gravity model was used to estimate the impact of digital platform adoption on export trade, where platform use was measured by digital platform adoption and effectiveness by country, sourced from the Global Entrepreneurship and Development Institute (GEDI). B2B transactions were assumed to represent 82% of global trade for all countries, based on research by the UNCTAD. Analysis was performed throughout 2022 and 2023 and used the most up to date and relevant data available at the time of analysis. All dollars shown are in 2022 USD, with trade estimates based on 2019 data adjusted to 2022 using historical growth rates.

The post Unlocking the $1.9 Trillion B2B Trade Opportunity in APAC: LinkedIn and Accenture Report appeared first on Marketing In Asia.

A recent study conducted by Louisiana-based Scott Vicknair law firm, using data up to March 31, 2022, from the US Courts, has brought to light the extensive duration of civil lawsuits in various states. Louisiana emerges as the state with the most protracted civil lawsuit durations in federal district courts across the United States.

State-by-State Comparison of Lawsuit Durations

The study presents a detailed comparison of the median time from filing to disposition of civil lawsuits across different states:

• Louisiana: Leading with a staggering 22.4 months.
• Other Prolonged States: Idaho (13.6 months), Texas (13.1 months), and Oregon (12.8 months).
• South Dakota’s Unique Position: Despite having fewer cases, it takes over a year on average to process a civil suit.

California, despite having the highest number of federal civil lawsuits, efficiently processes them among the fastest in the nation.

Varied Duration Across the States

• Louisiana’s Peculiarity: With a median processing time of 22.4 months, Louisiana stands out, especially when compared to the US average of 9.2 months.
• California’s Efficiency: Despite a high caseload, California processes its 27,788 civil suits within an average of just 7.1 months.
• South Dakota and Wyoming’s Paradox: Despite lower caseloads, these states have surprisingly lengthy processing times.

Trial Duration Extremes: Nevada and Florida

Nevada experiences the longest civil trials, sometimes taking nearly four years, while Florida boasts the shortest trial durations.

David Vicknair, Lead Personal Injury Attorney and Partner at Scott Vicknair Law Firm, emphasizes the importance of understanding jurisdiction before filing a civil suit. He notes the distinction between personal and subject matter jurisdiction and highlights the firm’s specialization in maritime claims and personal injury cases.

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Study’s Implications and Scott Vicknair’s Expertise

This comprehensive study commissioned by Scott Vicknair law firm not only sheds light on the varied landscape of civil lawsuit processing times across the US but also underscores the firm’s expertise in personal injury and maritime law.

The detailed insights provided by this study underscore the complexities and variations inherent in the US legal system, particularly in the processing of civil lawsuits. The findings are especially crucial for individuals and entities considering where to file their cases, highlighting the need for strategic decisions based on jurisdiction and processing times.

The post New Study Highlights Vast Differences in Civil Lawsuit Processing Times Across the US appeared first on Marketing In Asia.

Social Media Usage: A Generational Perspective

Intriguingly, Baby Boomers have exhibited increased social media and mobile device usage, even post-pandemic. The Baby Boomers in APAC increased their use by 18% in three years since Q1 2020, whereas in Singapore, it rose by 33%. Gen Z continues to dominate in terms of time spent on social media (SM) but is also exhibiting concerns about excessive online time and are seeking more real-world interactions.

Preferred SM Platforms: Unveiling Top Choices

When it comes to platform preferences, Gen Z’s top pick is Instagram in both APAC and Singapore, followed by WhatsApp. Millennials prefer Facebook, followed by Instagram, while Baby Boomers lean towards WhatsApp and Facebook. Chinese users prefer WeChat and TikTok across generations.

Emergence of TikTok: The New Contender in SM

As for emerging platforms, TikTok is gaining increasing traction across APAC and Singapore. Despite TikTok’s popularity, Facebook’s usage remains robust, particularly among younger consumers. Concurrently, WhatsApp is flourishing, benefiting international brands experimenting on the platform.

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Motivations and Behavior

When we dive into the reasons behind social media usage, motivations vary across platforms. Live streams are a popular motivation for usage across age groups in APAC and Singapore. Twitter users, for instance, predominantly use the platform for news updates. Gen Z, in particular, employs social media as a tool of discovery and inspiration.

Gen Z: The New Audience to Focus On

Markedly, Gen Z has emerged as a significant audience, with 27% of APAC and 29% of Singaporean Gen Z users utilizing social media to find inspiration. This trend is also catching up among other age groups, including Baby Boomers, who are using social media increasingly to discover products for purchase.

The Modern Day Discovery Tool for Brands

In a surprising twist, social media has surpassed search engines in Singapore when it comes to discovering new brands or products. APAC Gen Z relies heavily on social networks for gathering brand information. The presence of likes and positive comments indicates real interest and satisfactory experiences with products/services.

Power of Social Videos and Live Shopping

In the realm of content, short-form videos are rapidly gaining popularity, especially with the rise of platforms like TikTok. These videos generate significantly more shares than text and image content combined. Meanwhile, live streams are building a more personal connection with audiences, leading to higher-end purchases, particularly from luxury retailers.

Influencer Marketing: The Changing Landscape

Lastly, the influence of content creators and influencers continues to evolve. Content creators, who are perceived as more authentic and trustworthy, are gaining ground. However, authenticity remains the key for followers when it comes to influencers. Consumers expect brands to sever ties with influencers who engage in offensive behavior, stressing the importance of genuine and ethical online interactions. The insights are based on GWI’s latest research that delves into social media behaviours across APAC, uncovering key insights around the top platforms browsed as well as consumers’ evolving relationship with social media.

The post APAC and Singapore: A Tale of Evolving Social Media Consumption Patterns appeared first on Marketing In Asia.

This builds on the success of the first OMIG initiative where more than 30 brand marketers contributed to an industry playbook for incorporating data and technology into Out-of-Home (OOH) media campaigns. The latest group is formed by leaders from the buy side who are responsible for shaping product and innovation strategies within their organisations.

This open-source document encompasses fresh ideas, thought leadership and crucial discussions centered around OOH audience measurement. It is an important first step in providing a baseline framework for OOH media owners to provide audience measurement that aligns with advertiser expectations. 

Commenting on the framework, Memo Moreno Vice President of the Media Specialists Association of the Philippines (MSAP) and Managing Partner, Mindshare said that “The DOOH Impression Multiplier Framework is an enabler to advertisers and media agencies in making data-driven decisions when it comes to OOH placements.  It removes the guesswork.  It moves us from an old school measurement system to more relevant, real-time and actionable ways of working.” 

“This is an exciting step towards developing an industry-recognised measurement for OOH. The methodology and data sources are robust and well thought through. With sufficient campaigns to show efficacy, this should allow advertisers and media planners to make more informed decisions on their OOH mix and investment,” said Elaine Poh,  Managing Director, Domestic Business of Publicis Media

Meanwhile, Craig Harvey, Head of Research at Mediabrands APAC said “The evolution from Opportunity to See to Likely to See, or Attentive Reach, is aligned with how media agencies are now looking at the value of impressions.  As an industry having 100% transparency- on our metrics is highly important.” 

“In today’s media environment brands are spoiled with choices. Committed outcomes are becoming a norm. Brands are consistently looking to optimize their media investments with better-performing channels. Outcome measurement is at the center of decision-making. It allows brands to understand how their campaigns are performing and, as a result, reduce wastage and increase outcomes. For Programmatic DOOH to continue growing, the industry needs to define measurable KPIs and track outcomes to improve advertiser trust,” opined Nitin Kumar, Chief Investment Officer at GroupM Vietnam.

Melanie Lindquist, MD (APAC), Talon OOH echoed that “The measurement of OOH is a continuous pursuit to provide consistent, data-backed proof of OOH (and DOOH) effectiveness in the media mix. AAMS’ industry collaboration, including publishing of this type of best practice documentation, is a step in the right direction for unified and validated OOH measurement in Singapore.”

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OOH has historically been bought based on traffic data, size and perceived premium value of the location. With the advent of digital screens, more advertisers are exploring these as an extension to their video campaigns. However, the bottleneck in such decision-making is accountability as advertisers want to know the impact of the campaign on their target audience. There needs to be a robust and standardised DOOH monitoring system that will allow the buy side to look at DOOH as an integrated and strategic media platform in achieving an incremental audience base. This is a first step towards that.” – Avinash Sahu, Head of Media Intelligence & Investments at Entropia (a part of Accenture).

This framework marks a pivotal step forward in advancing the reliability, accountability, and effectiveness of DOOH in the digital ecosystem. Embracing a unified currency and industry-wide measurement standard for DOOH allows advertisers and media agencies to make data-driven decisions, while fostering transparency and trust. – Micaela Soyza, Head of Matterkind Malaysia

This implementation of recommended measurement models laid out in this framework is envisioned to improve trust among advertisers so that they are able to plan and execute Programmatic DOOH campaigns across multiple media owners who are providing impression data from industry-verified sources.

Gain instant access to the playbook today by downloading your free copy here. 

The post Open-Source OOH Audience Measurement Framework Unveiled by Regional Advertising Leaders, AAMS, and Moving Walls Group appeared first on Marketing In Asia.

So, let me tell you what I think is happening here. First off, I believe that one of the main reasons for the decrease in the number of luxury watches being sold is the rise of smartwatches. You know, those nifty gadgets that look like watches but can do so much more than just tell time. They can track your steps, send messages, and even make phone calls. As more and more people turn to these high-tech devices for their everyday needs, the appeal of a traditional timepiece has understandably diminished.

I’ve also noticed that younger generations don’t seem to be as into luxury watches as their parents and grandparents were. It seems to me that many of them would rather spend their money on experiences, like traveling or going to concerts, rather than on material possessions like an expensive watch. This is a significant factor contributing to the shift in the luxury watch market.

Also Read: How do Luxury Brands Use Social Media to Market Themselves

But here’s the interesting part: despite the challenges I mentioned, revenues in the luxury watch industry have actually gone up. How is that even possible, you ask? Well, it’s mainly because the price of luxury watches has continued to rise. As demand has shifted towards high-end timepieces, companies have responded by producing more exclusive and expensive models. So, while fewer watches are being sold, the ones that are being sold are at a much higher price point.

Let’s take a look at some examples, shall we? For instance, Patek Philippe, a Swiss luxury watch brand known for its exquisite craftsmanship, has seen an increase in demand for its high-end models. One of their watches, the Grandmaster Chime Ref. 6300A-010, sold for a whopping $31 million at a charity auction in 2019. That’s the highest price ever paid for a wristwatch!

On the other hand, brands that rely on mass production and lower-priced watches have been struggling to keep up. Take Swatch Group, for example, which owns brands like Swatch, Tissot, and Hamilton. They reported a decline in sales of 8.3% in the first half of 2021 compared to the same period in 2020. The shift towards higher-priced models has made it difficult for these companies to compete, as they can’t match the exclusivity and perceived value of luxury brands like Rolex or Patek Philippe.

Now, let’s talk about the threats to the industry. The rise of smartwatches and other technology-driven devices has led some to question the long-term viability of traditional timepieces. I mean, if people can get a watch that does so much more than just tell time, will they still be interested in luxury watches that cost a small fortune? It’s a valid concern, in my opinion.

Moreover, the younger generation’s lack of interest in luxury watches could pose a long-term challenge for companies that rely on these consumers for future growth. It’s crucial for these brands to figure out how to appeal to a generation that values experiences and digital technology over traditional status symbols.

But it’s not all doom and gloom! There are also opportunities for innovation and growth within the industry. For example, some companies have started exploring ways to integrate technology into their traditional timepieces, creating hybrid models that offer the best of both worlds. TAG Heuer, a Swiss luxury watchmaker, has released its Connected series, which combines the aesthetics of a classic watch with the functionality of a smartwatch. This allows customers to enjoy the prestige of a luxury timepiece while still benefiting from the convenience of modern technology.

Another area where some companies are focusing their efforts is sustainability and ethical production. Brands like Oris and Panerai have introduced watches with environmentally-friendly materials and manufacturing processes. By embracing these responsible business practices, they’re appealing to consumers who value not only the style and craftsmanship of a luxury watch but also the environmental and social impact of their purchases.

Collaborations with artists, designers, and celebrities have also proven to be a successful strategy for some luxury watch brands. For example, Rolex has a long-standing partnership with tennis star Roger Federer, while Audemars Piguet has worked with basketball player LeBron James. These collaborations help to create buzz and excitement around the brand, attracting new customers and keeping existing ones engaged.

I think it’s essential for luxury watch companies to continuously innovate and adapt in order to stay ahead of the curve. They need to understand the changing consumer demands and preferences, and find ways to address them. This could involve incorporating cutting-edge technology, focusing on sustainable and ethical production, or even exploring new designs and aesthetics that resonate with younger consumers.

Also Read: How Lifestyle Changes Affect Luxury Brands

So, what does this all mean for you, my young watch enthusiast? It means that the world of luxury watches is full of exciting changes and new opportunities. With unique designs, cool materials, and awesome tech, there’s never been a better time to be a watch fan! Keep exploring and learning about this amazing world, and who knows maybe one day you’ll have your own collection of incredible timepieces!

Now let’s talk about shopping for a luxury watch. When you’re out there hunting for the perfect watch, make sure to keep an eye on what’s trending and what’s unique. Look for brands that are pushing the boundaries and trying new things. You never know, you might find a watch that’s not just a status symbol, but also a conversation starter.

And don’t forget about pre-owned watches! Sometimes, you can find amazing deals on second-hand luxury watches that still look great and work perfectly. Plus, you’ll be giving new life to a beautiful timepiece that might have otherwise been forgotten.

Finally, when it comes to luxury watches, always remember that it’s not just about how much money you spend or the brand name on the dial. It’s also about finding a watch that speaks to you and reflects your unique style and personality. So, take your time, do your research, and find a watch that truly resonates with you.

To sum it up, the luxury watch industry has certainly experienced some significant changes in recent years. While it’s true that some companies have struggled to adapt, others have found new opportunities for growth and innovation. The key is to stay relevant and in tune with what consumers want, and to be willing to evolve with the times.

At the end of the day, a luxury watch is more than just a timepiece; it’s an expression of one’s personal style and values. By embracing change and focusing on the aspects that make their products unique and desirable, luxury watch brands can continue to thrive in the face of shifting consumer preferences and technological advancements.

In a world where time seems to be moving faster than ever, luxury watches serve as a reminder of the beauty and artistry of craftsmanship. They connect us to a rich history of innovation and skill, while also reflecting our individual tastes and aspirations. And as long as there are people who appreciate the elegance, sophistication, and timelessness of these exceptional timepieces, there will always be a place for luxury watches in the hearts – and on the wrists – of discerning consumers.

The post Timeless Elegance or High-Tech Convenience? The Future of Luxury Watches Revealed appeared first on Marketing In Asia.

The online pharmacy market in India has emerged as a successful segment of the healthtech industry, with startups like PharmEasy, 1mg (owned by Tata), and Netmeds gaining significant traction. Even major e-commerce players like Amazon and Flipkart have entered the pharmacy business. The online pharmacy sector has also received substantial funding from prominent investors such as Sequoia, Tiger Global, and B Capital Group.

Also Read: Mental Health and Wellness Platform United We Care Raises $1.5 Million in Seed Funding

Despite the success, the online pharmacy market in India has seen only a few mergers and acquisitions, including PharmEasy’s acquisition of Thyrocare for $600 million and Tata Digital’s acquisition of 1mg for $230 million. Although it is a recession-proof industry, online healthcare only saw a significant increase during the pandemic when people avoided going to physical pharmacies even after lockdowns ended. While tele consultations have declined since the return of normalcy, the online pharmacy segment has maintained its growth due to the convenience it offers and the overall increase in e-commerce adoption.

The future of the online pharmacy market in India looks positive, with KPMG–FICCI predicting a compound annual growth rate of 40-45%. This is largely due to the increasing number of people accessing the internet, convenient digital payments options and government initiatives. The report also states that the online pharmacy market was valued at $344.8 million in 2021 and that medicine spending in India is expected to increase by 9-12% over the next five years.

The post How Online Pharmacies are Disrupting the Indian Healthcare Industry appeared first on Marketing In Asia.

Five different kinds of Google Ads advertising campaigns:

• Search (text ads on Google search results);
• Display (image ads on websites);
• Video (video ads on YouTube);
• Shopping (product listings on Google);
• App (promotion of your app through various channels).

1. Google search ads

It can help you draw in potential customers. On the pages of the Google search engine results, there are text ads called Google search ads (SERPs). Your search ads may show up either at the very bottom of the page or at the top above the organic search results.

It is used to get in front of potential customers. You can reach customers looking for the goods and services you provide by targeting keywords with buyer intent. For instance, you can draw in customers looking to buy dog beds by targeting keywords like “dog beds cheap” in your Shopify store. Your bid price determines whether your ad campaign appears at the top or bottom of the SERPs. The higher your bid, the more visible you become guidelines for Google search ads.

Here is a list of Google search ad best practices that will assist you in increasing sales.

• Write compelling ad copy.

Remember that your writing skills will determine their effectiveness since search ads are just text with no accompanying images. Your ad copy should concentrate on user benefits rather than product features. Appeal to the needs and feelings of your potential customers. Additionally, since there is little room in your advertisement, highlight only the most crucial details. Use specific calls to action rather than general phrases.

• Establish branded search campaigns.

If your company is new and you still need to rank organically, it is advised that you bid on your branded terms. By doing this, you can guarantee that potential clients will be able to find you easily if they want to check you out. Run a branded search ad even if you already have a high organic ranking on Google; it will still be helpful. Grammarly does it despite having a strong, well-recognized brand. You take up much more room on the SERPs and improve your chances of getting traffic by placing a bid on your brand name. Think wisely, just like Grammarly!

• Search campaigns for rival websites.

Targeting the branded terms of your rivals is another way to use text advertisements. It’s perfectly acceptable to do; it’s a widely used technique. Take advantage of this opportunity to boost your sales because it’s likely that people looking for your competitors’ products will also be interested in yours. Additionally, if you’re already well-known in your industry, your rivals are likely competing for your branded terms.

• Publish dynamic search ads

Google claims that every day, 15% of searches are for the first time. While this increases the number of ways savvy marketers can reach their target audience, staying on top of all the pertinent keywords for your brand is more challenging. Run dynamic search ads to save time and make managing keyword lists simpler. They provide the simplest means of connecting with people looking for your goods and services on Google. Dynamic search ads target users based on the content of your online store.

• Publish responsive search ads.

Although they may have a similar sound, responsive and dynamic search ads differ. With dynamic ads, your ads are created by automatically adjusting content pulled from the website. In contrast, the advertiser for responsive ads must create a list of various ad headlines and descriptions for the same ad. Then, Google Ads automatically combines and contrasts them to identify the combinations that perform the best and can enhance the performance of your campaign by using responsive search ads to determine the best way to match users’ search intent. Additionally, they help you reach more people and let you customize your ad text based on the locations of your customers.

2. Display ads: build brand recognition

Display ads are image-based and allow you to target people interested in your products but aren’t actively looking for them, whereas search ads are text-based and target specific keywords. Here is an illustration of a display ad: When you browse your favourite websites, display campaigns are frequently visible. However, they might also appear in videos, apps, or your Gmail account.

It is best in reaching out to potential customers early in the purchasing process to raise brand awareness.

You can use display ads to introduce your company to niche target markets that are likely to be interested in what you have to offer. You can reach more people by doing so than by relying solely on search ads. Here’s another excellent display advertisement that gets right to the point:

Display Network by Google

Google uses the Google Display Network to show your campaigns to interested parties (GDN). Your Google Ads may appear on a network of more than 2 million websites, apps, and videos. Based on the characteristics of your target market, such as their age, gender, or interests, you can choose where or when you want your advertisements to be displayed. You can connect with more than 90% of internet users worldwide using Google Display Network.

Guidelines for Google Display Ads

Here is a list of Google Display ad best practices that will assist you in building brand awareness and attracting more customers to your sales funnel.

• Give responsive display ads top priority.

Three different display ads are available: responsive, Gmail, and uploaded image ads. While all three ad formats are helpful and can support various marketing strategies, responsive display ads, according to Google, have the greatest reach. We advise allocating more funding to them because of this. The format, size, and appearance of responsive display ads are automatically adjusted to fit all available Google Display Network placements. Upload your assets, such as pictures, headlines, descriptions, your logo, or videos, and Google will choose the most effective way to combine them to create your ads.

• Do not combine remarketing audiences with new users.

Remarketing is made possible by display ads, and it’s a great way to remind website visitors about your products. However, be sure to exclude anyone who has already visited your online store or viewed one of your YouTube videos from your new audiences. They will likely require a different type of messaging than those who have never heard of you because they are already familiar with your brand.

• Draw in similar demographics to your valuable visitors.

You can increase the number of people in your top-of-the-funnel audiences (those who are still unaware of you) by using the remarketing audiences created by your previous visitors. You can use your high-value visitors to identify individuals who are like them and are most likely to become your clients. Use the “Similar Audiences” targeting option to accomplish this. It enables you to reach out to potential customers who use the web in a way comparable to those from your remarketing campaign.

3. Video Ads get in front of a targeted audience.

Because YouTube is a part of Google and functions similarly to a search engine, but only for videos, you can target potential customers on the platform based on what they are watching. Additionally, you have a sizable audience to target, with more than 2 billion users worldwide. Video ad campaigns display search results.

Video ads can be used to reach the right audience with your product or service.

You can use demographic targeting with video ads to find your target audiences by age, gender, and interests. Before viewers can skip to their intended video or watch the entire ad, there is a 5-second countdown on in-stream video ads. In either scenario, you have plenty of time to communicate your point. Use this ad format in conjunction with display advertising for the greatest impact.

Guidelines for Google Video Ads

Here is a list of Google Ads’ recommended best practices for running video ads that will help you increase brand recognition and generate more leads.

• Narrow your audience.

Keep in mind that if you advertise to everyone, nobody will see it. Create distinct video ads targeting particular keywords, topics, or demographics to run effective ad campaigns. In this way, your target audiences will see ads that are relevant to them and are more likely to enter your marketing funnel.

• Your advertisement brief

Deliver your most important messages early in the video because ad play rates start to decline after 45 seconds.

• Utilize campaign settings in advance.

Utilize sophisticated campaign settings to optimize your video ads. For instance, you can programme your ads on specific days or times of the week when your target audience is most likely to see them. To prevent ad fatigue, you can also set a frequency cap to restrict how frequently your ads appear on YouTube or with partners on the Google Display Network.

4. Google Shopping Ads.

Shopping ads target shopper-ready consumers. Product-based ads. Google product searches specifically display these ads. However, unlike standard search ads, shopping ads show a product image with its title, price, store name, and reviews. Essentially, they give customers crucial product details before visiting an online store.

They can increase sales and traffic to your online store.

Three different kinds of shopping campaigns exist:

• Product shopping advertisement.
• Shopper’s ad on display.
• Shopping ad for local inventory.

Guidelines for Google Shopping ads

The recommended methods for using Google Shopping ads to increase sales are listed below.

• Your product information should be full of keywords.

To determine whether your products match a potential customer’s search query, Google will use the product data you provide. Therefore, use keywords that best describe your products and included them in product titles and descriptions.

• Always check your product information twice.

Google will only display your product ads if your prices are accurate, especially if you use various foreign currencies. Therefore, ensure your procedure for updating availability, pricing, and product information are impenetrable. You can manually check your product information using Google spreadsheets, for instance. However, it might be a better idea to look for specialized software if you have a large number of products. You’ll save time and guarantee the accuracy of your product data feed in this way.

• Use only top-notch pictures

Take good care of your product images because they could play a significant role in the success of your advertising campaign. Therefore, they must be of excellent quality and against a transparent background.

5. App advertising campaigns

It boost your app downloads. Do you have a mobile app for your company? You can advertise your app using Google Ads on all of Google’s major websites, including Google Play, YouTube, Search, and the Google Display Network.

Producing ads to encourage users to download your app or perform a particular action therein.For App campaigns, you don’t need to create individual ads like you would for other Google Ads ad types. Instead, your ads are created for you automatically! Please include some text, a starting offer, a spending limit, as well as the languages and regions where your campaign will run. Additionally, if HTML5 assets apply to your company, you can add them. Google Ads will then modify the information for various ads across different networks and formats.

Ad campaigns for Google Apps:

Google App campaign best practices to help you reach more potential customers.

• Allow Google time to improve your ads.

 If it is not producing the results you had hoped for, you may want to change the budget or stop the advertisement. However, if your advertisements have only been running for a few days, wait before making any decisions. Before you make any decisions, give Google Ads at least seven days to run your campaign and optimize your ad creatives, placements, and bids. If changes are necessary, make sure they are minimal enough to avoid wiping out Google’s machine learning.

• Add a variety of resources

Google suggests including a minimum of one each of a landscape photo, a portrait video, and a landscape video. After testing various asset combinations, they will then run the ads that are performing the best more frequently.

Google Ads best practices for maximum results 

Now that we are familiar with the various types of Google ads, let’s move on to the best practices for the best outcomes.

These procedures aid in Google ad optimization. Reviewing your account data and making adjustments to ensure optimal performance is known as “Google Ads optimization. The settings build and tests that supported optimal performance last month (or even last week) may be working against optimal performance due to how quickly the digital marketing environment changes. For instance, one of your initial keywords might have done exceptionally well in the first month, but when you look at your data, you notice that it’s now increasing your cost-per-conversion from the second month (CPA). You pause that keyword as part of your optimization strategy so your account can concentrate more on other keywords with lower CPAs. You learn more about the unintended consequences of your current settings, keywords, etc., on your account during the optimization phase.

1. Using research and PPC spy tools

Increase expansion opportunities. Performing keyword research can be time-consuming. But carrying out your due diligence can be beneficial, and thanks to the tools we have today, it’s easier than you might think. It’s time to look into ways to grow if your account is at a standstill.

2. Utilize SKAGs to exert more control.

How can you best take complete control of your Google Ads campaigns? SKAGs (Single Keyword Ad Groups) (opens in a new tab). You choose one keyword for each ad group in your campaign and create a set of ads with that keyword appearing at least once in the headline.

3. Feed your funnel with prospecting display advertisements.

Yes, we advise you to spend money on display ads, a top-of-funnel medium that is more likely to increase awareness and exposure than conversions. Targeting techniques include affinity targeting, similar-to targeting, custom audience targeting, and in-market list targeting. That’s because you’ll build a healthier account by considering your sales funnel as a whole rather than just the bottom.

4. For your primary business objective, pay attention to metrics and KPIs.

So many of us become fixated on micro metrics and ignore the bigger picture. Avoid falling into this trap and becoming fixated on minute details such as quality score, impression share, CTR, CPC, etc. These metrics are significant, to be sure, but if they aren’t contributing to your primary business objective—a sale—then they aren’t doing much to inform you of the actual status of your PPC campaigns.

5. Spend money using geolocation where people are buying.

You cannot expect them to perform consistently across your campaigns if you are targeting the US or a sizable group of nations or cities. So the best course of action is sometimes to leave your locations as they are just because that’s where you want your ads to appear or because you want to widen the net you’re casting.

6. Improve and add to your keyword list.

Let’s face it; the keyword list may no longer be applicable. The data is crucial, regardless of how positive you may feel about the initial keywords. Once you’ve used those keywords for some time in your advertising, you should consider improving them. Examine and identify each of your keyword areas. You may have three well-performing keywords with low CPAs and many conversions.

7. Keep optimizing and testing your ads.

Ad testing is one of the best ways to ensure you’re constantly improving your game. You will eventually have a stale copy if you continuously run the same advertisements. Perhaps those advertisements have been successful for you, and you don’t see the need to change them. This is what happens. So you need to keep optimizing your ads even though they are currently performing well.

Also Read: 10 Benefits of SEO for Your Business

Final thought

Any e-commerce company willing to learn how to market to Google’s enormous user base based on search intent and a variety of other targeting options and placements will benefit from using the Google Ads platform. You should now know better what is possible on the Google Ads platform, what to anticipate from the various campaign types available, and how they can interact with the rest of your marketing engine. Google Ads optimizations play a significant role in this as well. You can’t anticipate your account growing. And if you can’t count on your account to expand, you’ll have to watch as your rivals overtake you. Your outstanding account performance will demonstrate how much better a marketer you become by staying ahead of your account and its many fluctuations.

The post 5 Types of Google Ad Campaigns & Best Practices for Maximum Results appeared first on Marketing In Asia.

Find out those marketing moves in the MIA research report on ‘Five Marketing Moves That Startups Must Not Miss.’

Download the report to know on what are those moves that can accelerate the growth of your startup.

The post MIA Research Report - Five Marketing Moves That Startups Must Not Miss appeared first on Marketing In Asia.