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INFOGRAPHIC - Content Matters Asia Pacific - Waggener Edstrom Studio D Digital Storytelling & ROI...
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apac.waggeneredstrom.com accelerateinfluence.com Today, content marketing is all the buzz. It is a term frequently used by marketers and practitioners to describe, very broadly, a discipline that revolves around brand communications and audience engagement. Our findings show that the impact of content marketing is real, measurable, and highly impactful across the Asia-Pacific region not just for the brand, but for its customers as well. The insights highlighted below provide a quick overview of how consumers are exposed to content marketing. Download the full report to find out how brand storytelling is impacting the region. CONTENT MATTERS THE IMPACT OF BRAND STORYTELLING ONLINE IN 2014 ASIA-PACIFIC SOCIAL MEDIA USAGE ASIA-PACIFIC To learn more about social media usage and consumer behavior, we asked respondents in each market to tell us about which social networks they use the most. Respondents were presented with a list of the top social networks by registered users within each market, and were then asked how frequently they use the social network. 66% of digital consumers across APAC use Facebook Frequently or Very Frequently (excluding China) of digital consumers across APAC use Twitter Frequently or Very Frequently (excluding China) 27% SOCIAL MEDIA SUBSCRIPTION ASIA-PACIFIC INDIVIDUAL MARKETS To learn more about consumer relationships with brands on social media, we asked respondents to tell us if they follow their favorite brand(s) on social media according to the 6 business sectors covered in the research: Mobile Devices, Consumer Electronics & Appliances (excluding mobile), Food & Beverage, Personal Care, Travel & Tourism, and Healthcare. 82% Over follow Mobile Device brands 74% follow their favorite F&B brands 57% follow their favorite Healthcare brands 49% follow their favorite Consumer Electronics brands 63% of digital consumers in the Asia-Pacific region follow their favorite brands on social media. The graph reveals the higher percentage of consumers and the brands they follow. 90% of digital consumers in the Philippines, India, Indonesia, Vietnam, and Hong Kong follow their favorite brands on social media. 36% 44% Japan Australia 98% 97% 82% 72% 91% 89% Philippines India Indonesia Vietnam Singapore South Korea Hong Kong China To learn more about consumer relationships with brands on social media, we asked respondents to tell us if they follow their favorite brand(s) on social media according to the 6 business sectors covered in the research: Mobile Devices, Consumer Electronics & Appliances (excluding mobile), Food & Beverage, Personal Care, Travel & Tourism, and Healthcare. OUR APPROACH TO IMPACT ASIA-PACIFIC CHINA & VIETNAM BRAND ENGAGEMENT ON SOCIAL MEDIA ASIA-PACIFIC INCREASED LIKELIHOOD TO ADVOCATE FOR A BRAND AS A RESULT OF ACTIVELY FOLLOWING BRANDS ONLINE obtain information about products and services on social media 78% 74% 86% 83% 82% 82% look for the latest deals and promotions on social media 74% participate in contests and giveaways on social media 69% share information about products and services on social media of digital consumers in the Asia-Pacific region click on advertisements posted by brands that they like Mobile Device brands online are 19% more likely to recommend a brand to friends, family, or colleagues Electronics & Appliance brands online are 17% more likely to recommend a brand to friends, family, or colleagues Food & Beverage product brands online are 24% more likely to recommend a brand to friends, family, or colleagues Healthcare brands online are 27% more likely to recommend a brand to friends, family, or colleagues of digital consumers in China and Vietnam click on advertisements posted by brands that they like of digital consumers in India click on advertisements posted by brands that they like of digital consumers in Hong Kong click on advertisements posted by brands that they like of digital consumers aged 35 and above in South Korea click on advertisements posted by brands that they like 68% ASIA-PACIFIC INDIA HONG KONG SOUTH KOREA PAID MEDIA ENGAGEMENT To learn more about how consumers engage with brands and branded content online we asked respondents a series of questions related to common purchase behavior activities online, such as whether the respondents look for information about products or services on social media, or if they actively click on ads or read advertorial content. Travel & Tourism brands online are 39% more likely to recommend a brand to friends, family, or colleagues Personal Care product brands online are 29% more likely to recommend a brand to friends, family, or colleagues On average consumers who actively follow:
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CONTENT MATTERS 2014 Understanding the relationship between digital content, consumer decision-making and ROI for brands in 2014 A Waggener Edstrom Market Research Report Greetings from Waggener Edstrom! Waggener Edstrom today announced the launch of a new, proprietary report entitled Content Matters: The Impact of Brand Storytelling Online in 2014 in APAC. WE’s ground breaking 2014 study across 10 Asian markets explores the relationship between content marketing and ROI. The results uncover valuable insights about how Asian consumers spend, advocate, and engage with B2B and B2C brands across APAC. More information in the press release, full report, and infographic below and attached. - Zaheer Nooruddin
Transcript of INFOGRAPHIC - Content Matters Asia Pacific - Waggener Edstrom Studio D Digital Storytelling & ROI...
apac.waggeneredstrom.com accelerateinfluence.com
Today, content marketing is all the buzz. It is a term frequently used by marketers and practitioners to describe, very broadly, a discipline that revolves around brand communications and audience engagement. Our findings show that the impact of content marketing is real, measurable, and highly impactful across the Asia-Pacific region not just for the brand, but for its customers as well. The insights highlighted below provide a quick overview of how consumers are exposed to content marketing. Download the full report to find out how brand storytelling is impacting the region.
CONTENT MATTERSTHE IMPACT OF BRAND STORYTELLING ONLINE IN 2014 ASIA-PACIFIC
SOCIAL MEDIA USAGE
ASIA-PACIFIC
To learn more about social media usage and consumer behavior, we asked respondents in each market to tell us about which social networks they use the most. Respondents were presented with a list of the top social networks by registered users within each market, and were then asked how frequently they use the social network.
66%of digital consumers across APAC use Facebook Frequently or Very Frequently (excluding China)
of digital consumers across APAC use Twitter Frequently or Very Frequently (excluding China)
27%
SOCIAL MEDIA SUBSCRIPTION
ASIA-PACIFIC
INDIVIDUAL MARKETS
To learn more about consumer relationships with brands on social media, we asked respondents to tell us if they follow their favorite brand(s) on social media according to the 6 business sectors covered in the research: Mobile Devices, Consumer Electronics & Appliances (excluding mobile), Food & Beverage, Personal Care, Travel & Tourism, and Healthcare.
82%
Over
follow Mobile Device brands74%
follow their favorite F&B brands57%follow their favorite Healthcare brands49%
follow their favorite Consumer Electronics brands63%
of digital consumers in the Asia-Pacific region follow their favorite brands on social media. The graph reveals the higher percentage of consumers and the brands they follow.
90%
of digital consumers in the Philippines, India, Indonesia, Vietnam, and Hong Kong follow their favorite brands on social media.
36%
44%
Japan
Australia
98%
97%
82%
72%
91%
89%
Philippines
India IndonesiaVietnam
Singapore
South Korea
Hong Kong
China
To learn more about consumer relationships with brands on social media, we asked respondents to tell us if they follow their favorite brand(s) on social media according to the 6 business sectors covered in the research: Mobile Devices, Consumer Electronics & Appliances (excluding mobile), Food & Beverage, Personal Care, Travel & Tourism, and Healthcare.
OUR APPROACH TO IMPACT
ASIA-PACIFIC
CHINA & VIETNAM
BRAND ENGAGEMENT ON SOCIAL MEDIA
ASIA-PACIFIC
INCREASED LIKELIHOOD TO ADVOCATE FOR A BRAND AS A RESULT OF ACTIVELY FOLLOWING BRANDS ONLINE
obtain information about products and services on social media78%
74% 86% 83% 82% 82%
look for the latest deals and promotions on social media74%participate in contests and giveaways on social media69%share information about products and services on social media
of digital consumers in the Asia-Pacific region click on advertisements posted by brands that they like
Mobile Device brands online are
19% more likely to recommend a brand to friends, family, or colleagues
Electronics & Appliance brands online are
17% more likely to recommend a brand to friends, family, or colleagues
Food & Beverage product brands online are
24% more likely to recommend a brand to friends, family, or colleagues
Healthcare brands online are
27% more likely to recommend a brand to friends, family, or colleagues
of digital consumers in China and Vietnam click on advertisements posted by brands that they like
of digital consumers in India click on advertisements posted by brands that they like
of digital consumers in Hong Kong click on advertisements posted by brands that they like
of digital consumers aged 35 and above in South Korea click on advertisements posted by brands that they like
68%
ASIA-PACIFIC INDIA HONG KONG SOUTH KOREA
PAID MEDIA ENGAGEMENT
To learn more about how consumers engage with brands and branded content online we asked respondents a series of questions related to common purchase behavior activities online, such as whether the respondents look for information about products or services on social media, or if they actively click on ads or read advertorial content.
Travel & Tourism brands online are
39%more likely to recommend a brand to friends, family, or colleagues
Personal Care product brands online are
29% more likely to recommend a brand to friends, family, or colleagues
On average consumers who actively follow:
