IAB HK x SCMP White Paper: Unlocking Brand Marketing's Potential in Asia (June 2023)

📈How is the marketing industry capturing growth opportunities in Hong Kong and Asia now? What are the trends ahead? The “Unlocking Brand Marketing’s Potential in Asia” white paper launched by South China Morning Post (SCMP) uncovers the irreplaceable role of brand marketing in driving overall business growth. IAB HK is proud to support this research as an “Industry Partner”. 

Key Findings:
▶️Increase in Marketing Budgets – 20% of IAB HK members surveyed saying their budgets were up by 20% or more.
▶️Diversifying away from Performance – In terms of media channels, 37% of in-marketers questioned plan to increase spending on local news media and 40% on out-of-home advertising.
▶️Ever-growing Focus on Marketing Effectiveness – 73% of those surveyed believe it’s important, with the majority adding that its importance will continue to grow in the next few years.
▶️Measurement of Marketing Effort – 75% of marketers surveyed rely on tactical metrics such as website traffic, clicks and impressions for evaluating brand value, while strategic and attributable business metrics are most valued for measuring strategic long-term impact.
▶️Importance of Confidence and Conviction in Marketing Execution – 65% of marketers surveyed think their competitors are doing a better job at measuring marketing effectiveness.

📌For more details, please read the white paper here (members login is required)

Dentsu Hong Kong Group CEO Ms Simone Tam comments, “Brand building is not just for consumers and partners. It is also crucial for attracting and maintaining the talents, especially under the circumstances of talent shortage we are facing. Moreover, by partnering with brands that have similar shared values and messages, we can take advantage of each other’s strengths and customer bases, and turn the ordinary into extraordinary.”

Hungry Digital Director & Founder Mr Rudi Leung shares, “Storytelling is the key to recognition as a brand. It humanizes the brand all the way to communicate and sell the brand to customers.”

Regarding the conclusion of “brand as a united force in a divergent world” in the white paper, Ms Simone Tam says, “At the end of the day, we should be hopeful. As consumers, we are all looking for hopeful messages.”

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