Waggener Edstrom Asia-Pacific CONTENT MATTERS 2014 Research Report - Full

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What is the Impact of Digital Content and Storytelling for Brands in 2014? The role of communications and marketing professionals today, from PR or marketing manager to CMO, is to connect actions to outcomes. Today, in the marketing-communications industry across Asia-Pacific there is a general consensus that content is king. But how important is content really? How much does it create tangible value for brands and business? What is the value of digital content for Asian consumers? In 2014, B2C and B2B consumers will continue to with more sophistication than ever utilize the information made available by brands in the digital space both via online and mobile devices that enable their connectedness in real-time. In this new proprietary research by Waggener Edstrom, you can discover all the latest findings about how digital content and brand storytelling impacts brands and businesses across 10 Asian markets. The results are fascinating and will help you create more impactful digital communications strategies. 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


  • 1. 2014 Content MATTERS The Impact of Brand Storytelling Online Understanding the role of digital content on Asian consumer decision-making and business ROI Philippines India Indonesia Vietnam Hong Kong China Singapore South Korea A 2014 Asia-Pacific Industry Research Report
  • 2. Contents 1 Introduction4 2 About Waggener Edstrom (WE) 6 2.1 Asia-Pacific Network 7 2.2 About WE Studio D APAC 8 2.3 About WE Insight & Analytics (I&A) APAC 8 3 Understanding Content Marketing 9 3.1 Linking Brand Storytelling to Business Value 10 4 Methodology 11 4.1 Questionnaire12 4.2 A Focus on Social14 5 Content Marketing & Brand Storytelling 15 5.1 Brand Storytelling 16 5.2 Brand Impact 17 5.3 Our Approach to Measuring Impact 17 5.4 Storytelling & Purchase Intent 19 6 Results - Highlights across Asia-Pacific 20 6.1 Results Asia-Pacific Overview 23 6.2 Results Australia 26 6.3 Results China 29 6.4 Results Hong Kong 32 6.5 Results India 35 6.6 Results Indonesia 39 6.7 Results Japan 42 6.8 Results South Korea 46 6.9 Results Philippines 50 6.10 Results Singapore 53 6.11 Results Vietnam 56 7 Recommendations 8 Bibliography PAGE 2 59 63
  • 4. 1. Introduction Does Content Matter for Business in 2014? (And, If It Does, Then How?) The role of communications and marketing professionals today, from the PR and marketing manager to the CMO, is to connect actions to outcomes. Today, in the practice of integrated communications, we are inclined to think that content matters. There is general consensus that content is king. But how important is content really? How much does it create tangible value for brands and for their consumers? In 2014, B2C and B2B brand consumers across Asia-Pacific will continue - with more sophistication than ever - to utilize the information available to them online as a means to make more informed purchase decisions. The rapid proliferation of smart devices has enabled a greater level brand connectedness as consumers can now engage with brands and branded content in real-time. Discerning consumers will intensively research and filter information found at various digital channel sources about brands, products and services prior to purchase. Going forward there will be no single source of content that creates consumer decisions. Strategic content is the basis of strong corporate narratives and authentic brand storytelling. With content informing consumer decisions more than ever important decisions around brand purchase, advocacy, and engagement corporate communicators and brand marketers are pressured into publishing more compelling content. The aim is to deliver to consumers the content that they seek about companies, brands, and products. But, just how impactful is content in terms of increased spending, brand advocacy, and engagement? Is there a tangible link between content and sales? Or is this link merely imagined? PAGE 4
  • 5. Does content really matter and, if so, to what extent? How exactly does a brands content strategy relate to business success? Communications and marketing professionals face increasing pressure to measure the ROI of their campaigns and connect spending to bottom-line results. Today CMOs consistently cite marketing ROI as the most important measure of success. Unfortunately, measuring the returns of content marketing is no simple task. What are the outcomes of content marketing for businesses today and how do these outcomes differ across borders and business sectors? Furthermore, what do customers expect from branded content and how can it actually impact purchase behaviour. Indeed, these are questions that require a different approach to measurement. Given that brand owners are considering whether or not to invest more in content marketing in 2014, having the right answers to these questions have become vital. We believe that finding the answers to these questions can help marketing and communications practitioners foster a more practical and meaningful approach to understanding the ROI of content marketing while building successful digital marketing and communications practices. PAGE 5
  • 7. 2. About Waggener Edstrom (WE) Waggener Edstrom Communications (WE) is a global, independent integrated communications agency that has developed strategic communications programs for innovative and world-changing clients for nearly 30 years working to influence markets, inspire people and improve lives. WE APAC specializes in the Consumer, Technology, Healthcare, Corporate and Digital communications sectors. WE was recently named APAC Consumer Consultancy of the Year 2013 by The Holmes Report. In 2012, WE was named Mid-Size Network of the Year at the Campaign Asia-Pacific PR Awards for the second year running, APAC Technology Consultancy of the Year by The Holmes Report, and in 2011 Best Digital Campaign of the Year by The Holmes Reports Asia-Pacific SABRE Awards. The agency has more than 750 employees in 19 offices around the world, and its Global Alliance partners expand the agencys reach to more than 80 additional international markets. To learn more, visit http://apac.waggeneredstrom.com. The Waggener Edstrom mark, the Innovation Communications mark, the twendz mark, the WE Studio D mark and other marks used herein are registered or unregistered trademarks of Waggener Edstrom Worldwide Inc. in the United States and/or other countries. The names of actual companies and products mentioned herein may be the registered or unregistered trademarks of their respective owners. Unauthorized use is strictly prohibited. 2.1 Asia-Pacific Network CHINA KOREA WE Offices WE Affiliate Offices JAPAN HONG KONG VIETNAM PHILLIPPINES INDIA SINGAPORE INDONESIA AUSTRALIA PAGE 7
  • 8. 2.2 About WE Studio D APAC With more than 40 digital planners, analysts, content developers, and web designers, Waggener Edstroms Studio D specialist team delivers high-quality content, creative services, and integrated brand storytelling across digital, mobile, and social platforms. WE Studio D uses insight and measurement to power multi-channel digital communications for brands in Asia-Pacific. To learn more, visit accelerateinfluence.com Services include: Creative services Digital readiness training Community management Audience insights Content management (planning, development, distribution) Media planning Brand development Measurement solutions Integrated media reporting 2.3 About WE Insight & Analytics (I&A) APAC Waggener Edstrom Communications APAC Insight & Analytics (I&A) practice supports companies with the development of cost-effective, bespoke, and agile measurement solutions across a range of organizational requirements. Solutions include: Integrated ROI dashboards for marketing-communications Organizational/employee engagement evaluations Audience surveys and market insight reports around brand positioning and health Integrated media analysis and 24/7 reporting PAGE 8
  • 9. 3 UNderstanding content marketing PAGE 9
  • 10. 3. Understanding Content Marketing Content marketing can take on many shapes and sizes. As far as marketing tactics go, it can range from managing a corporate Twitter handle to publishing regular eNewsletters. A list of common content marketing tactics include: SOCIAL MEDIA UPDATES PR ACTIVITIES DIRECT EDMs SHAREABLE WEB CONTENT RESEARCH AND WHITEPAPERS eNEWSLETTERS VIDEOS WEB EVENTS Although this list can be helpful, it does not get us to the core of what content marketing is and why its important. In its most basic form, content marketing can be viewed as a way for brands to become storytellers. The Content Marketing Institute (CMI) supports this notion as they define content marketing as the art of communicating with your customers and prospects without selling (CMI, 2013). Whats valuable with this definition is that it emphasizes the creative requirement (i.e. art) for content marketing to be successful, which is done through storytelling. More importantly, CMIs definition highlights the fact that content marketing should not be used as a direct selling tactic. That is, unlike paid media, your content marketing strategy should not be focused on generating immediate financial returns. This can be a scary prospect for marketers today, especially with growing pressures from the executive branch to prove the value and returns gained from their marketing and communications spend. 3.1 Linking Brand Storytelling to Business Value Across industries and markets, communications and marketing teams are concerned with measuring the impact of PR, communications, and marketing activities at the brand level. The question, whats our financial return? is a frequent boardroom discussion topic. Our aim with this study is to create a measurement framework for content marketing in business and to better understand the ROI (or business impact) of the strategic creation and distribution of content for businesses across business sectors in key Asian markets. PAGE 10
  • 11. 4 methodology PAGE 11
  • 12. 4. Methodology We conducted a survey among 2,200 consumers in 10 countries across Asia-Pacific, which included Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Philippines, Singapore, and Vietnam. The survey asked the respondents a series of questions related to how they interact with brands across different business sectors. The business sectors included in this study are: MOBILE DEVICES CONSUMER ELECTRONICS & APPLIANCES FOOD AND BEVERAGE PRODUCTS PERSONAL CARE PRODUCTS TRAVEL & TOURISM HEALTHCARE Feature Phones TVs Shampoo Flights Smartphones DVD/Blu-ray players Packaged Drink Products Moisturizer Hotels Over-theCounter Medicine Toothpaste Car Rentals Deodorant Travel Packages Tablets Fridges, Stoves, Microwaves Packaged Food Products eReaders Makeup Gaming Consoles Nutrition Products Prescription Drugs Consumer Medical Devices 4.1 Questionnaire Our objective with this regional research was to explore the impact on purchase behaviour between audiences who are highly exposed to branded content online versus those who are not. The audience we sampled were digital consumers, that is, consumers who are online and/or have a mobile device with a data connection. We define purchase behaviour according to three core activities; buying cycle, advocacy and engagement. Purchase Behavior Buying Cycle Advocacy Figure 1 Purchase behavior PAGE 12 Engagement
  • 13. 4.1.1 Buying Cycle We asked respondents in each market to tell us how much they spend on products or services within each sector. We prompted the respondent with different purchase frequencies for each sector as this can vary considerably for common products/services. The purchase frequencies can be seen in the table below. Sector How much do you spend on products or services MOBILE DEVICES Per purchase CONSUMER ELECTRONICS Per year FOOD AND BEVERAGE PRODUCTS Per week PERSONAL CARE PRODUCTS Per week TRAVEL & TOURISM Per year HEALTHCARE Per purchase Table 1 Purchase frequency 4.1.2 Advocacy Using the net promoter score approach to measuring advocacy proposed by Reichheld, we asked respondents how likely they would be to recommend their favorite brand to a friend, family member, or colleague, rated on a scale of 0 (not likely at all) to 10 (extremely likely) (Reichheld, 2003). Typically the net promoter score approach is used to evaluate a single brand. However, with our approach we asked respondents to tell us how likely they would be to recommend their favorite brand(s) within each business sector. Although this does present a bias towards the respondents favorite or top of mind brand, we can still use this approach to explore and compare levels of advocacy among consumers across borders and business sectors. When using the results, we used both the average advocacy rating (on a scale of 0 to 10), as well as the calculated net promoter score metric presented by Reichheld. Rating Advocacy Level Interpretation 0-6 Detractors Extremely unlikely to recommend 7-8 Passively Satisfied Somewhat likely to recommend 9 - 10 Promoters Extremely likely to recommend Table 2 Net promoter score PAGE 13
  • 14. The net promoter score is determined by subtracting the percentage of detractors from the percentage of promoters. The final output will give you a value on a scale of -100 to 100, where a score of 100 means that all customers advocate for your brand (Reichheld, 2003). As a benchmark, Reichheld stated that a previous study which covered more than 130,000 responses found that the median net promoter score was 16% (Reichheld, 2003). 4.1.3 Engagement For engagement, we created a consumer engagement index that factored 5 common activities that could eventually lead to purchase. These activities included: Do you obtain information about products and services on social media? Do you share information about products and services on social media? Do you look for the latest deals and promotions on soc...


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