Cmo asia summit 2013 david shen news releaseWhy Keyword-Driven Marketing is the Way to Go: Interview with: David Shen, General Manager, Acronym Asia

  • 165 views
Uploaded on

Why Keyword-Driven Marketing is the Way to Go: Interview with: David Shen, General Manager, Acronym Asia, a sponsor company at the marcus evans CMO Asia Summit 2013, on keyword-driven marketing.

Why Keyword-Driven Marketing is the Way to Go: Interview with: David Shen, General Manager, Acronym Asia, a sponsor company at the marcus evans CMO Asia Summit 2013, on keyword-driven marketing.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
165
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
3
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Interview with: David Shen, GeneralManager, Acronym Asia“Keyword-driven marketing is theclosest window to what consumerswant,” according to David Shen, GeneralManager, Acronym Asia. “It allowsmarketers to use keywords as anindication of consumer intent and tomarket effectively to those people,” hesays.Acronym Asia is a marketing agencyattending the marcus evans CMO AsiaSummit 2013, in Macao, China,27 - 29 May. Ahead of the event, Shendiscusses how Chief MarketingOfficers (CMOs) can drive betterresults through a keyword-focusedmarketing strategy.Why should CMOs focus more onkeyword-driven marketing?Keywords are the window to theconsumer, as they are a direct indicatorof consumer intent. Acronym researchesand discovers implicit intent derivedfrom three core methods. First, whatpeople search for, the keywords used onsearch engines. Second, customerbehaviour, expressed through digitalanalytics. Third, social interactions, theexpressed intent behind the contentshared on social media.Based on this customer intent, we canthen target the most relevantmessaging to their needs. Keyword-driven marketing allows companies todrive better results, by creating apersonalised experience and an overallsmarter marketing campaign.How can they find the idealkeywords to use?It depends on what the marketingobjectives are. Of course any goodmarketing campaign has to have veryclearly defined objectives. To identifyvarious keywords that are the mostrelevant to the product or company,they must conduct research, based onanalytical data the company has andexisting market research. We also haveour in-house suite of tools that they canuse for keyword discovery.What does media optimisationinclude?The end objective of a marketingcampaign is to provide the consumer orclient with the most relevant messageto what they are looking for at thatpoint in time. So media optimisation isabout looking for what keywordscustomers are looking for, andpresenting them with the most relevantmessage. The kind of messaging thatresonates with the audience. Then fine-tuning the media, adjusting the creativeaspects and messaging to be moreaccurately suited for whatever thecustomer is looking for.Another aspect of it is budgetoptimisation. There must be a balancebetween coverage and cost. Maximumcoverage is ideal, but with limitedbudgets and resources, marketers needto understand the most effective leverfor them to adjust. Media optimisationplays the role here, allowing marketersto focus on what works best.What are the latest trends in themarketing space in Asia? Whatshould CMOs prepare theirorganisations for?We see a growing focus in Asia for bothorganic search optimisation, andusability and user experience design.Asia has a strong background for paidsearch, but that is slowly shiftingtowards organic search, as companiesbegin seeing the value of thosecampaigns, although the pay-off is notimmediate.Once people are on the website, thenext question is how do we get them todo what we want within the website?That is where user experience designcomes in. Companies should look atwhere frictions exist and what theywould like to offer, then design aroundthe user.Site loading time and ease of navigationare universal needs, but beyond that,Asia is different from other parts of theworld. Asia is a fragmented market,with multiple cultures, languages andways in which people go online. Thus,we have to understand the local contextof what each person is looking for. Anexperience that suits an English speakermay not suit a Chinese one, simplybecause of the language and the waycontent is consumed.Keyword-drivenmarketingallowscompaniesto drivebetter resultsWhy Keyword-Driven Marketing is the Way to Go
  • 2. The Marketing Network –marcus evans Summits groupdelivers peer-to-peer informationon strategic matters, professionalt r e n d s a n d b r e a k t h r o u g hinnovations.Please note that the Summit is aclosed business event and thenumber of participants strictlylimited.About the CMO Asia Summit 2013This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao,China, 27 - 29 May 2013. Offering much more than any conference, exhibition ortrade show, this exclusive meeting will bring together esteemed marketingprofessionals and solution providers to a highly focused and interactive networkingevent. The Summit will include presentations on integrated cross-channelcommunications, the evolving role of the Chief Marketing Officer and unleashinginnovation.www.cmoasiasummit.comContactSarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, SummitsDivisionTel: + 357 22 849 313Email: press@marcusevanscy.comFor more information please send an email to info@marcusevanscy.comAll rights reserved. The above content may be republished or reproduced. Kindlyinform us by sending an email to press@marcusevanscy.comAbout Acronym AsiaAcronym Asia is the regional arm of New York-based Acronym, a global leader in intent-based marketing solutions, including paidsearch, SEO, social media and digital analytics. Based in Singapore, we offer years of expertise working with international Clientsthroughout Asia.Our in-depth knowledge of the Asian marketplace has been proven to enhance global programs for leading enterprise brandsincluding Four Seasons Hotels & Resorts, Aberdeen Asset Management, Accenture, and Fairmont Raffles Hotels International.www.acronym.com/company/asiaAbout marcus evans Summitsmarcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discussstrategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity toindividually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings.For more information, please visit: www.marcusevans.comUpcoming EventsCMO Summit (Australia) - www.cmoanzsummit.comCMO Japan Summit - www.cmojapansummit.comTo view the web version of this interview, please click here: www.cmoasiasummit.com/DavidShen