APAC marketing challenges during the coronavirus crisis
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The document discusses the marketing challenges faced in Asia Pacific (APAC) during the coronavirus crisis and what the "new normal" means for APAC marketing. It notes that taking a regional approach to marketing and moving business online has become important. Consumer behavior has changed with increased adoption of social media, e-commerce, and demand for economic solutions. The new normal requires companies to improve work from home capabilities and digital ways of working, listen to regional customer needs, and provide innovative online events.
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APAC marketing challenges during the coronavirus crisis
- 1. APACmarketing challenges during the coronavirus crisis
- 2. Right now, the world is looking to countries like China and Hong Kong to see what’s in store for a post-coronavirus world. But what does the “new normal” really mean for APAC marketing? Here’s what you need to know…
- 3. Managing your marketing across different markets and regions:
- 4. • Brands are finding that taking a regional approach to their marketing is key as it’s much more scalable. • Business in Asia is very high-touch, so moving to virtual ways of doing business is tricky. • Japan is progressing towards a more digital model, a phenomenon that has been accelerated by the crisis.
- 5. • As in the West, the coronavirus crisis has meant that lots of APAC businesses are changing their practices in order to adopt an online culture, with physical events and summits becoming digital. • B2B companies are having to find creative ways to emulate the traditional offline business events on online platforms for Asian cultures who are less digitally orientated.
- 6. Consumer behavioural changes and new trends:
- 7. • Lots of APAC companies who used traditional advertising are now adopting social media content creation. • There has been a trend in increased intra- regional trade. It’s a great opportunity for Asian multinational brands.
- 8. • Big, multinational brands are doubling down their efforts in Asia. The brands that aren’t engaged in Asian markets are taking a hit, something for them to re-evaluate moving forward. • Much like in the West, companies that offer economic solutions to consumers are very relevant, especially at a time when people want to get more for their money.
- 9. The “new normal” and what it means for brands:
- 10. • For many Asian enterprises, working from home has never been a reality. Companies need to improve their working from home setups and fully embrace digital ways of working. • Companies need to listen to unique, customer stories at a regional level, understanding what customers actually need as the situation continues to change.
- 11. • Marketers must learn how to be innovative when it comes to digital events, providing exciting experiences online that cater to Asia’s high-touch approach to business.