Some, such as China’s WeChat and Russia’s VK, have carved out large shares of their own country’s social platform market. New players in the social platform space are continuing to emerge and challenge the established giants, such as Facebook and Twitter. They’re good at doing repetitive things, but thinking outside the box, understanding someone’s emotional state and responding to it–that’s the sort of stuff that machines don’t do well.”

Ranasinghe said he sees marketers’ roles evolving to become far more creative, leaving computers to do the analytical “grunt work.” He added: “Computers aren’t very creative. “It’s almost like a virtual private assistant or personal assistant that makes the choice for you based on your previous behaviour.” “I can see a future where the device that I’m holding–my phone or computer–will have AI built into it,” he said. “That’s from a customer experience perspective, as well as a business outcome point of view.”ĪI has become such an anticipated tool for marketers because the processing power, speed, and connectivity of computers now offers some incredible opportunities, Ranasinghe said. “The simpler you make a journey, a product, or an experience, the more success you have, particularly in the digital sphere,” he said. Increasing customer engagement and participation, however, are not new, so what tactics are getting the best cut-through for marketers across the APAC region? Here are five brand activation trends achieving successful results.Īrtificial intelligence has started to resonate with marketers and, surprisingly, in complicated industries, such as banking and finance, which are incorporating the technology to improve customer experiences.Īs leader of ANZ’s digital sales and marketing team, Chaminda Ranasinghe has made streamlining the customer journey the bank’s main priority. Post-Olympics, 49 million moves were collected and 22 gyms were outfitted accordingly. Post-Olympics, Nissan reported 2.4 billion Twitter impressions and 4,000 global articles.Įquipment supplier Technogym also got involved through its “Let’s Move for Rio” social campaign, creating beach gyms and donating equipment based on logging people’s “moves” through its cloud-based recording system.

The recent 2016 Olympic Games in Rio de Janeiro offers a pair of solid examples: Car manufacturer and official games sponsor Nissan created inspiring athlete videos and a 40-foot bungy jump for tourist use. Whether via social platforms, experiential marketing, or native advertising, the end goal is not to push products but to engage consumers in an experience that builds brand awareness.

But in the end it is all about building brand awareness and consumer confidence in what your brand reflects, stands for, and represents.ĥ Brand Activation Trends Sweeping Through APACīy CMO.com APAC Staff SeptemBrand activation is just another one of those fancy marketing phrases, right?īrand activation is the strategy behind how marketers are creating engaging audience conversations. The Page Group believes that every social media campaign, every ad campaign, every connection we make with a potential or existing consumer must create some form of activation to be successful. Brand activation is core to many of the things we need to do today to build a stronger brand connection with our customer and audience.

Brand activation model