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Overall, the current global economic turmoil is harming the Asia Pacific (APAC) region — and specifically China — less than other regions. Meanwhile, marketers are continuing to shift their budgets toward digital. In this context, three themes are defining APAC interactive marketing in 2009: 1) cautious optimism; 2) careful experimentation; and 3) return on investment (ROI). Specifically, marketers are carefully testing the emerging technologies that have the lowest cost, highest reach, or greatest impact on sales: social media, mobile, and digital point of sale. Meanwhile, although global economic turmoil has not killed optimism or innovation in APAC, it is increasing the focus on measurement and ROI. Most marketers are embracing one of the most measurable forms of digital marketing — search. Businesses are cutting activities that have no clear purpose.
Agenda:
Vendors mentioned: Agency.com, Amnesia Razorfish, Arc Hong Kong, Arc India, bcwebwise, CIC, Digitas India, EmporioAsia Leo Burnett, Headshift, IAB China, Leo Burnett Australia, Photon Group, Proximity Asia Pacific, Publicis Asia Pacific, Publicis Modem Asia, Razorfish (China office), Turner Entertainment, and Webchutney
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Overall, the current global economic turmoil will harm the Asia Pacific (APAC) region — and specifically China — less than it will other regions. Meanwhile, marketers will continue shifting their budgets toward digital. In this context, three themes will
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