Media and audience fragmentation is a top concern for APAC marketers in 2023, a topic explored in a WARC webinar aiming to give practical advice. 

Why it matters

Brands must rethink the ‘who’ and ‘where’ of audience engagement and tap into communities to drive greater brand engagement and increase market opportunities, and this can be achieved by mastering nichification and leveraging it for community marketing.

Takeaways

• Audience and media fragmentation lead to niches, creating new market segments and giving rise to market expansion and growth.
• One driver of nichification is the behaviour of younger demographics and the proliferation of hyperfixation....