By Attila Jakab

Marketing 101 teaches us that different groups of people need to be engaged with in different ways depending on their age, location, familiarity with your brand and their propensity to buy.

Unfortunately, this fundamental marketing principle is being neglected in APAC, by agencies presenting their ‘APAC programmatic strategy’.

The idea that an overarching APAC strategy can succeed involves ignoring the region’s different languages, different alphabets, different currencies, different go-to sites for news and content, different mobile chat platforms and different levels at which mobile or desktop platforms are used to access the internet.

The alternative to this homogenous approach exists and has been Read full story ›

Source: The Drum