Published on January 28, 2014
SINGAPORE 2014 EdItION Content MAtteRS the IMpACt of BRAnd StoRytellIng onlIne Understanding the role of digital content on Asian consumer decision-making and business ROI Philippines India Indonesia Vietnam Hong Kong China Singapore South Korea A 2014 Asia-Pacific Industry Research Report
1. InTROdUCTIOn The role of communications and marketing professionals today, from the PR and marketing manager to the CMO, is to connect actions to outcomes. branded content in real-time. consumer decisions. Strategic content is the basis of strong corporate narratives and authentic brand storytelling.
does content really matter and, if so, to what extent? connect spending to bottom-line results.
2. AbOUT WAggeneR edSTROM (We) Waggener Edstrom Communications (WE) is a global, independent integrated communications agency that has CHInA KOReA We Offices We Affiliate Offices JAPAn HOng KOng VIeTnAM PHILLIPPIneS IndIA SIngAPORe IndOneSIA AUSTRALIA
digital, mobile, and social platforms. Media planning Digital readiness training Community management Audience insights Content management Measurement solutions Integrated media reporting
3. UndeRSTAndIng COnTenT MARKeTIng Content marketing can take on many shapes and sizes. As far as marketing tactics go, it can range from managing a corporate Twitter handle to publishing regular eNewsletters. A list of common content marketing tactics include: SOCIAL MedIA UPdATeS PR ACTIVITIeS dIReCT edMs SHAReAbLe Web COnTenT ReSeARCH And WHITePAPeRS eneWSLeTTeRS VIdeOS Web eVenTS Although this list can be helpful, it does not get us to the core of what content marketing is and why it’s important. In its most basic form, content marketing can be viewed as a way for brands to become storytellers. The Content creative requirement (i.e. art) for content marketing to be successful, which is done through storytelling. returns. This can be a scary prospect for marketers today, especially with growing pressures from the executive branch to prove the value and returns gained from their marketing and communications spend. boardroom discussion topic. Our aim with this study is to create a measurement framework for content marketing in business and to better understand in key Asian markets.
4. MeTHOdOLOgy Hong Kong, India, Indonesia, Japan, Korea, Philippines, Singapore, and Vietnam. business sectors. MObILe deVICeS COnSUMeR eLeCTROnICS & APPLIAnCeS FOOd And beVeRAge PROdUCTS PeRSOnAL CARe PROdUCTS TRAVeL & TOURISM HeALTHCARe Feature Phones TVs Packaged drink Products Shampoo Flights Smartphones dVd/blu-ray players Moisturizer Hotels Over-theCounter Medicine Tablets Packaged Food Products Toothpaste Car Rentals Fridges, Stoves, Microwaves deodorant Travel Packages eReaders Makeup Prescription drugs gaming Consoles Consumer Medical devices PURCHASe beHAVIOR buying Cycle Figure 1 Purchase behavior nutrition Products Advocacy engagement
Sector How much do you spend on products or services MObILe deVICeS Per purchase COnSUMeR eLeCTROnICS Per year FOOd And beVeRAge PROdUCTS Per week PeRSOnAL CARe PROdUCTS Per week TRAVeL & TOURISM Per year HeALTHCARe Per purchase Table 1 Purchase frequency borders and business sectors. promoter score metric presented by Reichheld. Rating Advocacy Level Interpretation 0-6 detractors extremely unlikely to recommend 7-8 Passively Satisfied Somewhat likely to recommend 9 - 10 Promoters extremely likely to recommend Table 2 Net promoter score
The net promoter score is determined by subtracting the percentage of detractors from the percentage of promoters. than content created through other channels or tactics. Quite the contrary, as brands need to consider the full spectrum Social Media Marketing enewsletter PR Advertorials Research & Whitepapers Low Frequency Content Figure 2 Spectrum of content exposure High Frequency Content
5. COnTenT MARKeTIng & bRAnd STORyTeLLIng (Harad, 2013)
and retention. as the gold standard for success. The value co-created between a business and its customer as a result of any interaction enabled by content created by that business. the brand.
Value definition example Financial benefits that generate wealth and financial solvency for the business. Revenues Cost savings Operational benefits that generate improved operational capacity for the business. Operational efficiency Product or service development Innovation Relational benefits that improve the relationship between the business and its customers Improved brand health Rebranding Table 3 Types of business value Value definition example Functional benefits that provide tangible utility to the customer Using a smartphone to stay connected with friends or family driving a car to work to shorten your commute Improving your finances after meeting a financial planner emotional benefits that result in a change in the Reduced anxiety after counselling Increased confidence from buying new clothes Increased motivation after completing a university or college degree Social benefits to 3rd party entities, whether human (e.g. a family member, a local business owner) or non-human (e.g. the environment) donating to charity buying fair trade coffee Planting a tree Table 4 Types of customer value
Functional emotional Social VALUe CO-CReATIOn bUSIneSS CUSTOMeR Relational Financial Operational Figure 3 Value co-creation term impact. behavior definition Purchase Cycle How much consumers spend and how frequently they purchase Advocacy How likely consumers are to recommend a brand to friends, family or colleagues engagement How likely consumers are to follow brands on social media How likely consumers are to obtain information about products and services on social media How likely consumers are to share information about products and services on social media How likely consumers are to look for the latest deals and promotions on social media How likely consumers are to participate in contests and giveaways on social media How likely consumers are to click on advertisements or read advertorials posted by brands that they like Table 5 Types of purchase behavior
category. MObILe deVICeS COnSUMeR eLeCTROnICS FOOd And beVeRAge PeRSOnAL CARe PROdUCTS and healthcare. Per week FOOd And beVeRAge Per purchase HeALTHCARe TRAVeL & TOURISM HeALTHCARe
brand. 8.0 MObILe deVICeS MObILe deVICeS COnSUMeR eLeCTROnICS 6.3 FOOd And beVeRAge obtain information share information about products and services on social media about products and services on social media PeRSOnAL CARe PROdUCTS TRAVeL & TOURISM look for the latest deals and promotions like to participate in contests and giveaways on social media on social media HeALTHCARe AVeRAge ACROSS ALL SeCTORS click on advertisements or read advertorial content
6. ReSULTS - HIgHLIgHTS ACROSS ASIA-PACIFIC brands on social. for the brand
Despite personal care and consumer electronics and appliance brands
Kong, India, Indonesia, Japan, South Korea, Philippines, Singapore and Vietnam. the results. on social media. MObILe deVICeS COnSUMeR eLeCTROnICS FOOd And beVeRAge PeRSOnAL CARe PROdUCTS TRAVeL & TOURISM HeALTHCARe
TWITTER WECHAT Rarely Occasionally brands on social media. Per purchase MObILe deVICeS Per year COnSUMeR eLeCTROnICS Per week FOOd And beVeRAge Per week PeRSOnAL CARe PROdUCTS Per year TRAVeL & TOURISM Per purchase HeALTHCARe
7.94 MObILe deVICeS 6.67 COnSUMeR eLeCTROnICS 7.38 6.22 7.33 FOOd And beVeRAge 5.93 7.24 PeRSOnAL CARe PROdUCTS 5.63 7.03 TRAVeL & TOURISM 5.06 7.18 HeALTHCARe 5.64 obtain information share information about products and services on social media about products and services on social media look for the latest deals and promotions like to participate in contests and giveaways on social media on social media click on advertisements or read advertorial content
7. ReCOMMendATIOnS term relationship, and you need to focus on creating great content through a sound
media usage and brand engagement online do not go hand-in-hand. Simply posting you to go beyond simply posting promotional material online by creating a dialogue
LeARn MORe China Senior Vice President Singapore Hong Kong India Managing Director Healthcare Practice Lead Technology Practice Lead Head of Digital, WE Studio D Digital Lead, WE Studio D India Digital Lead WE Studio D Insight & Analytics Lead Singapore Digital Lead, WE Studio D
AbOUT THe COnTRIbUTORS Head of Digital, WE Studio D Insight & Analytics Lead Insight & Analytics Associate Analyst Senior Designer, WE Studio D Designer, WE Studio D
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