INFOGRAPHIC - Content Matters Asia Pacific - Waggener Edstrom Studio D Digital Storytelling & ROI APAC Report - Jan 2014

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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. WEs 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

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  • 1. CONTENT MATTERSTHE IMPACT OF BRAND STORYTELLING ONLINE IN 2014 ASIA-PACIFIC 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 ndings show that the impact of content marketing is real, measurable, and highly impactful across the Asia-Pacic 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 nd out how brand storytelling is impacting the region.SOCIAL MEDIA USAGE 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.ASIA-PACIFIC27% of digital consumers across APAC use Twitter Frequently or Very Frequently (excluding China)66%of digital consumers across APAC use Facebook Frequently or Very Frequently (excluding China)SOCIAL MEDIA SUBSCRIPTION 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.ASIA-PACIFIC82%of digital consumers in the Asia-Pacic region follow their favorite brands on social media. The graph reveals the higher percentage of consumers and the brands they follow.74% 63% 57% 49%follow Mobile Device brandsfollow their favorite Consumer Electronics brandsfollow their favorite F&B brandsfollow their favorite Healthcare brandsINDIVIDUAL MARKETS PhilippinesOver90%98%of digital consumers in the Philippines, India, Indonesia, Vietnam, and Hong Kong follow their favorite brands on social media.India Indonesia Vietnam97%Hong Kong91%China89% Singapore82%South Korea72%36%Japan44%AustraliaBRAND ENGAGEMENT ON SOCIAL MEDIA ASIA-PACIFICTo 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.78%obtain information about products and services on social media74% 69% 68%look for the latest deals and promotions on social media participate in contests and giveaways on social media share information about products and services on social mediaPAID MEDIA ENGAGEMENT ASIA-PACIFICCHINA & VIETNAMINDIAHONG KONGSOUTH KOREA74%86%83%82%82%of digital consumers in the Asia-Pacific region click on advertisements posted by brands that they likeof digital consumers in China and Vietnam click on advertisements posted by brands that they likeof digital consumers in India click on advertisements posted by brands that they likeof digital consumers in Hong Kong click on advertisements posted by brands that they likeof digital consumers aged 35 and above in South Korea click on advertisements posted by brands that they likeINCREASED LIKELIHOOD TO ADVOCATE FOR A BRAND AS A RESULT OF ACTIVELY FOLLOWING BRANDS ONLINE ASIA-PACIFIC On average consumers who actively follow:Mobile Device brands online areElectronics & Appliance brands online areFood & Beverage product brands online arePersonal Care product brands online areTravel & Tourism brands online areHealthcare brands online aremore likely to recommend a brand to friends, family, or colleaguesmore likely to recommend a brand to friends, family, or colleaguesmore likely to recommend a brand to friends, family, or colleaguesmore likely to recommend a brand to friends, family, or colleaguesmore likely to recommend a brand to friends, family, or colleaguesmore likely to recommend a brand to friends, family, or colleagues19%17%24%29%39%27%OUR APPROACH TO IMPACT 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.apac.waggeneredstrom.comaccelerateinuence.com

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