Innovative Growth of Digital Marketing

The widespread internet adoption and changes brought on by digital transformation has resulted in great development within the digital marketing sector

FREMONT, CA: The Asia Pacific area has the most internet users globally, accounting for about 2.5 billion, or around 55 per cent of all internet users. As a result of the worldwide pandemic, the region has also seen a significant and quick digital shift during the past few years.8

The extensive use of the internet and the alterations brought on by digital transformation have greatly advanced the field of digital marketing. They examine five digital marketing trends for the APAC area this year and provide crucial insights for each.

AI will Be Used to Improve Marketing Strategies

Artificial intelligence is increasingly being used by businesses and will do so in the future to enhance personalisation, creativity, and the consumer experience. To extract customer insights from data from AI-based applications, which can help marketers match the aims of marketing, sales, and customer support.

In APAC, where there are many different languages, cultures, and markets, using AI to improve user segmentation, ad optimisation, budget allocation, sales forecasting, and other tasks can be particularly helpful. This technology allows businesses to communicate with their customers more successfully while saving time and money. To enhance authoring, personalisation, and segmentation in digital advertising.

Marketers Will Adjust to New Privacy Laws

Although the phase-out of cookies has been postponed until 2023, marketers will undoubtedly be concerned about the phase-out of third-party data in 2022. Given that 80 per cent of advertisers rely on cookies to reach consumers and tailor advertisements to them, this will undoubtedly be a great shock to many. Dentsu's study, however, found that 60 per cent of marketers are either unfamiliar with tracking prevention or uncertain about the effects of cookie eradication on their company. This suggests that most marketers do not yet fully comprehend this new regulation shift.

Numerous Asian nations have adopted their own privacy laws and guidelines in response to the General Data Protection Regulation (GDPR) of the European Union. The Personal Information Protection Law was adopted in China, the Amendments to the Act on the Protection of Personal Information (APPI) was introduced in Japan, and the Amendments to the Personal Data Protection (PDPA) law was enacted in Singapore.

Marketers should prioritise developing personal connections with their customers to prepare for a world without cookies. They should also invest in technology that prioritises privacy and set up transparent privacy rules to win customers' trust.

B2B Influencer Marketing will continue to grow

Influencer marketing has become increasingly common in Asia due to social media's sheer popularity. Even B2B brands use influencer marketing; in 2021, NetApp Japan and Lenovo Japan will collaborate with influencers.

In 2022, we anticipate that trend to continue. Influencer marketing programmes are especially successful for B2B companies looking to build their brand, access new target markets, boost revenue, or enhance their reputation.

Despite the dominance of platforms like Facebook and Instagram in the West, marketers should focus on the most used platforms in their target market and localise their marketing strategies accordingly.