2020 is a year marking many important milestones of the Asia-Pacific (APAC) from politics, film, technology to marketing.
After reviewing outstanding events, Think with Google delved into popular topics this year to draw lessons for 2020.
- In Southeast Asia, the “non-urban” area has strong growth potential
Southeast Asia’s internet economy has tripled in the past four years. The value of online transactions reaches $ 100 billion and is expected to reach $ 300 billion by 2025. Of which, more than 50% of the region’s internet economy comes from big cities.
On average, urban people buy 6 times more online than people living elsewhere. This means that, if non-metropolitan areas are also participating in e-commerce exchanges, we will witness an extremely strong economic growth.
- Predict consumer behavior through weather forecasts
Based on weather data and search trends, Ruler By Weather helps brands deliver ads relevant to consumers’ needs.
For example, a very hot day dehydrates people – this can become an opportunity for ice cream and soft drink brands. From here, marketers can better plan and increase sales when they trigger campaigns for specific products at the right time.
- When the shopping season is long, it is important to plan ahead
Spurred by shopping festivals, the retail season in the APAC region will last longer, starting in September (with the September 9 Sale season) and ending well after Boxing Day. Besides, Single Day 11/11 is also celebrated monumentally throughout the region and around the world. Therefore, brands have more reasons to plan early to make the most of the time. Merge data, run timely promotions, and use online advertising to inspire offline purchases, increase competition.
- The biggest challenge for mobile devices is speed
In the Masters of Mobile APAC Report, researchers looked at user experience on more than 700 of the most visited websites in the region, determining what was most important to them. The result is that even China, which leads the site in an average download speed of 5.4 seconds, is still far behind users’ expectations from mobile websites of 3 seconds.
- Consumer’s offline action is inspired by online behavior
The vast majority of Southeast Asian shoppers prefer offline purchases. However, according to a study, more than half of store purchases are affected by digital. That is why retailers need to implement digital strategies to achieve both online performance and in-store customers.
- The fastest growing mobile game market in APAC in the world
Mobile games are the fastest growing segment of the gaming industry. Its revenue is expected to reach $ 180 billion by 2021. And APAC, an area that attracts gamers across countries, languagesand interests, has become the focus of that development. With promising potential, getting into the minds of APAC mobile gamers will be on the brand’s to-do list by 2020.
- Rural retailers in Vietnam need to promote online advertising
Consumers in rural Vietnam are often inaccessible because of the lack of research on this particular audience. According to the report “Mobile Usage Status in Rural Vietnam”,
In 70% of rural people in Vietnam click on the search ads to 45% of shopping in stores. From there, brands need to actively reach out to the rural customer segment through online advertising, not just hoping to sell products at the stores around their whereabouts.
- Automation brings the effect that marketers need
“Manual data processing can cost you more time than you think” – that is the theory of iProspect. It looks at the data approach, using automation to free up hours of work for repetitive tasks like campaign preparation, optimization, and reporting. The results showed that the organization saved 427 hours by automating the most tedious parts of a digital campaign.
- Video advertising captures the hearts of Indians
In 2018, Flipkart launched an ambitious initiative to make fashion brand Flipkart Fashion lead the online style in India. To do this, the brand has implemented a series of YouTube advertising and early stage communication strategies to increase reach, creating a strong impression on Indian consumers.
- Tourism brands in APAC need to adjust their strategies for many different countries
APAC is proud to be one of the largest and most diverse tourism markets in the world. By 2020, APAC tourism will account for over 40% of global online travel sales, surpassing North America and Western Europe.
On that basis, Google conducted research into the three largest travel markets in the APAC region, including India, Japan, and Australia, and found that consumer behavior varies greatly from country to country. Therefore, tourism brands wishing to increase their presence at APAC need to study a diversified, country-specific strategy.
Thong Nguyen / Advertising Vietnam
According to Think with Google