Posts made in May, 2021

on May 11, 2021

By Shawn Lim There has been a considerable drop in demand for goods and services offered by small-medium businesses, with 61% of SMBs in Asia Pacific reporting a fall in sales. In countries with limited lockdowns, like Taiwan, 28% of SMBs reported a drop in sales of over 50%. The Drum finds out how small businesses are turning to platforms like TikTok to navigate this challenge. In South East Asia, small-medium businesses (SMBs) account for an average of 97% of all businesses. However, smaller budgets and limited resources often leave these SMBs feeling restricted in reaching their target audiences. Some 61% in Asia Pacific Read full story › Source: The Drum...

on May 10, 2021

By Jennifer Faull As the lockdown restrictions lift in the UK and US, marketers are mulling a return to experiential marketing. For over a decade, experiential marketing had seen exponential growth as marketers pumped budgets into big-ticket sponsorship and local activations to bring their brands to life. Over $84bn was spent globally on the medium in 2019. Then Covid struck. Sporting events were postponed, festivals shut down and high streets deserted, leading the sector to plunge 15% overnight according to stats from PQ Media. “We didn’t think it would last the year – we thought there would be a V-shape in 2020 and we would Read full story › Source: The Drum...

on May 10, 2021

By Charlotte McEleny Whoever would have thought one of the most talked about concerts would be Justin Bieber performing on a downtown Los Angeles plush apartment terrace with an audience of neighbouring building residents on their terraces, observing social distancing? Is this the possible future of live events where fans can still enjoy any of their passion points in-person, whether it’s gaming, music, culture or sport at creative spaces? With the pandemic having impacted different markets, and the recovery being staggered to a varying degree, live events and sponsorships have taken a major hit. ‘Live Matters, an event organised by Branded, hosted a power-packed Read full story › Source: The Drum...

on May 10, 2021

By Shawn Lim Most brands are already using location data to tackle many of the challenges related to discovering, engaging and activating customers at the right time and place. This has become more important as Covid-19 lockdowns have reduced foot traffic for retailers. Location technology platform Foursquare recently relaunched its Places database and introduced Places Enterprise API after a month-long effort to fully combine its data set with that of Factual, which merged with the platform in April 2020. Now Foursquare claims Places consists of aspects of both POI data sets, including a ecosystem of trusted sources where there is data accuracy and freshness. Aditi Kohli, Read full story › Source: The Drum...

on May 7, 2021

By Jada Balster “Can you go on mute, Paula?” We’ve all seen the BT ad, highlighting the five words we dread being asked during our weekly team’s catch up. But while many have experienced the same frustrations as ‘Pixelated Paula’ and her broadband issues during virtual video calls, for marketers, who thrive on creative collaboration and process to get the job done, having efficient, seamless workplace technology is part and parcel of the new world of remote working. Work management technology and collaboration tools have been a saviour for many marketers in keeping teams connected through the challenges of 2020. Satisfying the heightened expectations of Read full story › Source: The Drum...