1. SINGAPORE 2014 EdItION
Content MAtteRS
the IMpACt of BRAnd StoRytellIng onlIne
Understanding the role of digital content on Asian consumer
decision-making and business ROI
Philippines
India
Indonesia
Vietnam
Hong Kong
China
Singapore
South Korea
A 2014 Asia-Pacific Industry Research Report

2. 1

3. 1. InTROdUCTIOn
The role of communications and marketing professionals today, from the
PR and marketing manager to the CMO, is to connect actions to outcomes.
branded content in real-time.
consumer decisions.
Strategic content is the basis of strong corporate narratives and authentic
brand storytelling.

4. does content really matter and, if so, to what extent?
connect spending to bottom-line results.

5. 2

6. 2. AbOUT WAggeneR edSTROM (We)
Waggener Edstrom Communications (WE) is a global, independent integrated communications agency that has
CHInA
KOReA
We Offices
We Affiliate Offices
JAPAn
HOng KOng
VIeTnAM
PHILLIPPIneS
IndIA
SIngAPORe
IndOneSIA
AUSTRALIA

7. digital, mobile, and social platforms.
Media planning
Digital readiness training
Community management
Audience insights
Content management
Measurement solutions
Integrated media reporting

8. 3

9. 3. UndeRSTAndIng COnTenT MARKeTIng
Content marketing can take on many shapes and sizes. As far as marketing tactics go, it can range from managing a
corporate Twitter handle to publishing regular eNewsletters. A list of common content marketing tactics include:
SOCIAL MedIA
UPdATeS
PR ACTIVITIeS
dIReCT edMs
SHAReAbLe Web
COnTenT
ReSeARCH And
WHITePAPeRS
eneWSLeTTeRS
VIdeOS
Web eVenTS
Although this list can be helpful, it does not get us to the core of what content marketing is and why it’s important.
In its most basic form, content marketing can be viewed as a way for brands to become storytellers. The Content
creative requirement (i.e. art) for content marketing to be successful, which is done through storytelling.
returns. This can be a scary prospect for marketers today, especially with growing pressures from the executive branch
to prove the value and returns gained from their marketing and communications spend.
boardroom discussion topic.
Our aim with this study is to create a measurement framework for content marketing in business and to better understand
in key Asian markets.

10. 4

11. 4. MeTHOdOLOgy
Hong Kong, India, Indonesia, Japan, Korea, Philippines, Singapore, and Vietnam.
business sectors.
MObILe
deVICeS
COnSUMeR
eLeCTROnICS
& APPLIAnCeS
FOOd And
beVeRAge
PROdUCTS
PeRSOnAL
CARe
PROdUCTS
TRAVeL &
TOURISM
HeALTHCARe
Feature Phones
TVs
Packaged drink
Products
Shampoo
Flights
Smartphones
dVd/blu-ray
players
Moisturizer
Hotels
Over-theCounter
Medicine
Tablets
Packaged Food
Products
Toothpaste
Car Rentals
Fridges, Stoves,
Microwaves
deodorant
Travel Packages
eReaders
Makeup
Prescription
drugs
gaming
Consoles
Consumer
Medical devices
PURCHASe beHAVIOR
buying Cycle
Figure 1 Purchase behavior
nutrition
Products
Advocacy
engagement

12. Sector
How much do you spend on
products or services
MObILe deVICeS
Per purchase
COnSUMeR eLeCTROnICS
Per year
FOOd And beVeRAge PROdUCTS
Per week
PeRSOnAL CARe PROdUCTS
Per week
TRAVeL & TOURISM
Per year
HeALTHCARe
Per purchase
Table 1 Purchase frequency
borders and business sectors.
promoter score metric presented by Reichheld.
Rating
Advocacy Level
Interpretation
0-6
detractors
extremely unlikely to
recommend
7-8
Passively Satisfied
Somewhat likely to
recommend
9 - 10
Promoters
extremely likely to
recommend
Table 2 Net promoter score

13. The net promoter score is determined by subtracting the percentage of detractors from the percentage of promoters.
than content created through other channels or tactics. Quite the contrary, as brands need to consider the full spectrum
Social Media
Marketing
enewsletter
PR
Advertorials
Research &
Whitepapers
Low Frequency
Content
Figure 2 Spectrum of content exposure
High Frequency
Content

14. 5

15. 5. COnTenT MARKeTIng & bRAnd STORyTeLLIng
(Harad, 2013)

16. and retention.
as the gold standard for success.
The value co-created between a business and its customer as a
result of any interaction enabled by content created by that business.
the brand.

17. Value
definition
example
Financial
benefits that generate wealth and financial
solvency for the business.
Revenues
Cost savings
Operational
benefits that generate improved operational
capacity for the business.
Operational efficiency
Product or service
development
Innovation
Relational
benefits that improve the relationship between
the business and its customers
Improved brand health
Rebranding
Table 3 Types of business value
Value
definition
example
Functional
benefits that provide tangible utility to
the customer
Using a smartphone to stay
connected with friends or family
driving a car to work to shorten
your commute
Improving your finances after
meeting a financial planner
emotional
benefits that result in a change in the
Reduced anxiety after counselling
Increased confidence from buying
new clothes
Increased motivation after
completing a university or college
degree
Social
benefits to 3rd party entities, whether
human (e.g. a family member, a local
business owner) or non-human (e.g.
the environment)
donating to charity
buying fair trade coffee
Planting a tree
Table 4 Types of customer value

18. Functional
emotional
Social
VALUe CO-CReATIOn
bUSIneSS
CUSTOMeR
Relational
Financial
Operational
Figure 3 Value co-creation
term impact.
behavior
definition
Purchase Cycle
How much consumers spend and how frequently they purchase
Advocacy
How likely consumers are to recommend a brand to friends, family or
colleagues
engagement
How likely consumers are to follow brands on social media
How likely consumers are to obtain information about products and
services on social media
How likely consumers are to share information about products and services
on social media
How likely consumers are to look for the latest deals and promotions on
social media
How likely consumers are to participate in contests and giveaways on
social media
How likely consumers are to click on advertisements or read advertorials
posted by brands that they like
Table 5 Types of purchase behavior

19. 6

21. category.
MObILe deVICeS
COnSUMeR
eLeCTROnICS
FOOd And
beVeRAge
PeRSOnAL CARe
PROdUCTS
and healthcare.
Per week
FOOd And beVeRAge
Per purchase
HeALTHCARe
TRAVeL & TOURISM
HeALTHCARe

22. brand.
8.0
MObILe deVICeS
MObILe deVICeS
COnSUMeR
eLeCTROnICS
6.3
FOOd And
beVeRAge
obtain information
share information
about products and
services on social media
about products and
services on social media
PeRSOnAL CARe
PROdUCTS
TRAVeL & TOURISM
look for the
latest deals and
promotions
like to participate
in contests and
giveaways
on social media
on social media
HeALTHCARe
AVeRAge ACROSS
ALL SeCTORS
click on
advertisements
or read advertorial
content

23. 6. ReSULTS - HIgHLIgHTS ACROSS ASIA-PACIFIC
brands on social.
for the brand

24. Despite personal care and consumer electronics and appliance brands

25. Kong, India, Indonesia, Japan, South Korea, Philippines, Singapore and Vietnam.
the results.
on social media.
MObILe deVICeS
COnSUMeR
eLeCTROnICS
FOOd And
beVeRAge
PeRSOnAL CARe
PROdUCTS
TRAVeL & TOURISM
HeALTHCARe

26. TWITTER
WECHAT
Rarely
Occasionally
brands on social media.
Per purchase
MObILe deVICeS
Per year
COnSUMeR
eLeCTROnICS
Per week
FOOd And beVeRAge
Per week
PeRSOnAL CARe
PROdUCTS
Per year
TRAVeL & TOURISM
Per purchase
HeALTHCARe

27. 7.94
MObILe deVICeS
6.67
COnSUMeR
eLeCTROnICS
7.38
6.22
7.33
FOOd And beVeRAge
5.93
7.24
PeRSOnAL CARe
PROdUCTS
5.63
7.03
TRAVeL & TOURISM
5.06
7.18
HeALTHCARe
5.64
obtain information
share information
about products and
services on social media
about products and
services on social media
look for the
latest deals and
promotions
like to participate
in contests and
giveaways
on social media
on social media
click on
advertisements
or read advertorial
content

28. 7

29. 7. ReCOMMendATIOnS
term relationship, and you need to focus on creating great content through a sound

30. media usage and brand engagement online do not go hand-in-hand. Simply posting
you to go beyond simply posting promotional material online by creating a dialogue

31. ReCOMMendATIOnS

32. LeARn MORe
China
Senior Vice President
Singapore
Hong Kong
India
Managing Director
Healthcare Practice Lead
Technology Practice Lead
Head of Digital, WE Studio D
Digital Lead, WE Studio D
India Digital Lead
WE Studio D
Insight & Analytics Lead
Singapore
Digital Lead, WE Studio D

33. AbOUT THe COnTRIbUTORS
Head of Digital, WE Studio D
Insight & Analytics Lead
Insight & Analytics Associate Analyst
Senior Designer, WE Studio D
Designer, WE Studio D