Posts made in April, 2017

on Apr 25, 2017

By Danielle Long WeChat users are spending more time on the messaging app each day but they are not engaging with official brand accounts. One third of WeChat’s 889.3 million monthly active users spend more than four hours per day on the messaging app, according to figures from the China Tech Insights Report. The report, which collated data from the China Academy of Information and Communications Technology and Penguin Intelligence, found this group has more than doubled in one year, up from 16.3% in 2015 to reach 33.9% in 2016. In a further display of the sticky nature of WeChat, 18.1% of WeChat users Read full story › Source: The Drum...

on Apr 25, 2017

By Benjamin Cher Data marketing seems like an answered prayer for marketers everywhere, with hard numbers and facts to prove why a campaign might work or an idea might not fly to the business and finance units. Yet, while data marketing might be the best thing since sliced bread, the human factor still remains one of the most critical parts, according to Elissa Fink, chief marketing officer, Tableau. “In part it is more critical because it is so easy to be fooled into thinking data holds all the answers, it doesn’t. It can inform us and help us make better judgements, but at the Read full story › Source: The Drum...

on Apr 24, 2017

By Benjamin Cher Welcome to The Drum’s APAC Creative Works. As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our APAC ‘Creative Work of the Week.’ We’ve now introduced our new five-star voting system. To vote for your favorite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Tuesday 18 April. For project information, credits and more hover over the ‘i’ icon or expand to full screen. To submit work for future publication, contact Read full story › Source: The Drum...

on Apr 24, 2017

By John McCarthy Channel 4 is bolstering its video on demand advertising package with a new ad format that can directly address viewers. Accessing registration data, the company can directly address viewers with an audio personalised digital ad campaign, culminating in a disturbing slot promoting 20th Century Fox‘s Alien: Covenant. 20th Century Fox, Foster’s, and Ronseal are the first brands aboard to try out the new format. The Forster’s ad will reveal a pint with the viewers’ name on it and Ronseal will attempt to directly motivate viewers to engage in DIY. David Amodio, Channel 4’s digital and creative leader, said: “We’re incredibly Read full story › Source: The Drum...

on Apr 24, 2017

By Laurie Fullerton Eight martech agencies in Europe and the US today announced the formation of a network of B2B agencies, calling it Martech Global, consisting of 26 agencies and 600 customers with an objective to assist global B2B enterprises with their digital marketing transformation. The agency network is launching today in conjunction with the Marketo Summit in San Francisco, with founding members from Europe and the Americas. The main challenge for B2B agencies, according to founding agency Avaus’ Emma Storbacka, is that agencies need to not only adopt new marketing technology but learn how to Read full story › Source: The Drum...