When marketers think of Asia’s growth potential for global brands, there’s one part of the region that needs to be more than just an afterthought.
With exponential growth rates for smart phone penetration in Asia, the average marketer could be forgiven for thinking that the region is already awash with smart phones.
A brand isn’t just the product of carefully orchestrated marketing campaigns. It’s also the result of layers of meaning that consumers add as they comment, tweet, check in, and tag.
Instead of bemoaning the seller’s market for digital expertise, marketing departments can take a lesson from those on the frontlines of tackling the digital skills gap: agencies.
Social media simply doesn’t lend itself to a one-size-fits-all solution, particularly in a region as diverse as Asia.
Facebook still dominates Asia but it’s the runner ups in this contest that are interesting, particularly for marketers who want to go deeper into the psyche of the digital consumer.
Maybe the CMO doesn’t need to know every facet of every digital technology.