Location-based mktg biggest opportunity for marketers in APAC for 2016
Location-based marketing opportunities presented the greatest opportunity to the digital marketing sector in the Asia-Pacific region for 2016, ahead of advertising on new wearable platforms such as smartwatches. This was found in a survey of digital marketing professionals at Kentico Connections.
About 80 per cent of all the attendees ranked location-based marketing as the top opportunity in terms of new technology for next year.
Big Data remained a big concern for marketers, according to the survey, while smartwatches are not. “The outlook for the local digital marketing sector is very positive, although there are challenges ahead. 55 per cent of attendees said that the inability to harness big data, or being overwhelmed by big data,is the biggest challenge facing Australian digital marketers,” said Wayne Jasek, Director of APAC Operations for Kentico Software.
“Interestingly, despite the massive promotional campaigns associated with the launch of the Apple Watch and other smart devices in 2015, a majority (63 per cent) of respondents said they would NOT be looking to native advertising for wearable technologies in the upcoming year,” added Mr Jasek.
The marketers also rated Instagram as an important tool for marketing. Of the major social platforms that launched in-app advertising in 2015, 65 per cent of digital marketers attending the conference said Instagram video advertising offers the biggest opportunity to reach new markets. However, local digital marketers are less convinced by Snapchat or Tinder as advertising platforms, with 65 per cent of respondents saying they would not consider either platform for social advertising in 2016.
“Digital marketing and business are changing at a rapid pace. The sector and the economy are increasingly competitive. Platforms that provide marketing automation and content personalisation improve the experience for the marketer and the user,” said Marty Drill, CEO of Get Started.
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