Welcome to the latest issue of R3LATIONSHIPS – our update of trends and insights in the marketing industry.
Content Radar: How to Leverage, Maximize & Improve KOL Marketing
Sponsorship and content marketing is one area that has demonstrated stable growth in China over the past year, even increasing by 16.1%. This is driven by China’s billion-dollar fan economy and entertainment-hungry population. Successful entertainment marketing requires robust knowledge and relevant benchmarks, and R3’s new content marketing intelligence report, Content Radar, provides regular information on how marketers can:
- Leverage data to improve decision-making
- Maximize brand exposure, within and beyond sponsorship programs
- Improve visibility of return on investment
To inquire about Content Radar, please contact us for an introduction.
Holding Company Strategies Diverge on Data & Agency Brands
Winning more of their clients’ budgets is the strategy of all holding companies like IPG, Omnicom, Publicis, WPP and Dentsu Aegis Network, but how they plan to do it differ, especially around data and agency brands. “There’s the way agency brands are perceived in the minds of clients and of talent, and I think people might under-appreciate the second one,” says R3’s Greg Paull. “At the end of the day, an agency is only as good as the talent they attract.”
Marketers Want to Turn Data Into Diamonds
The search for specialist vendors will intensify as companies migrate their data into business intelligence tools and look for AI-powered technology to generate personalized moments. More than 85% of participants of the Campaign Asia x R3 CMO Outlook survey want to see transformational value from the data currently being collected. Now that data is being mined, they’ll be looking for smart technology to shape the commodity.
Full results of the survey will be shared with CMO Outlook participants and at Asia’s Top 1000 Brands event on August 28 in Singapore.
If you’re a marketer interested in learning what’s on the horizon, get in touch with us to hear more.
A Brand Safety Crisis Affects the Bottom Line
80% of people in the US would distance themselves from products that were featured near extreme or dangerous content, reports a study by the Trustworthy Accountability Group (TAG). And its not just niche media that advertisers need to be diligent with, studies show that mainstream media is not exempt from publishing content that marketers would deem “brand unsafe.”