Investing in brand marketing key to unlocking growth, new SCMP Advertising+ and IAB HK landmark study finds

👏Supported by findings from the IAB HK x SCMP White Paper launched on June 8th, the third part of SCMP Advertising+’s “ReMarketing” series highlights marketers’ increasing focus on brand marketing to position their businesses. 💬Here are some key quotes from the article: 

💡“A key takeaway is that 65 per cent think their competitors are doing a better job in data measurement,” said Victor Cheng, Executive Committee member of IAB HK, who was involved in the research. “I can only conclude that markets think the grass is always greener – much, much greener – on the other side.”

💡“Marketers are now focusing more on storytelling because it drives resonance and recognition, and using experiences and partnerships to bring their stories to life. Every business needs to be involved with brand; it doesn’t matter if everyone knows you already,” concluded Paul Phillips, Strategy & Insights Director at the South China Morning Post.

💡“During Covid, we were focused on performance, but now we are moving up the funnel again, investing more in brand and destination marketing – and scaling back on performance marketing,” said Bart Buiring, Chief Sales and Marketing, Asia Pacific, Marriott International.

💡“We see our clients in transition, with their media going from tactical ads into brand-led creative, because that’s the key for growth,” said Marilyn Yeong, Regional Client Vice-President of Assembly. 

📌For more details, please read the article at
https://www.scmp.com/news/article/3225682/investing-brand-marketing-key-unlocking-growth-new-scmp-advertising-and-iab-hk-landmark-study-finds

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