SEA platforms and channels: An underexploited opportunity for growth | WARC | The Feed
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SEA platforms and channels: An underexploited opportunity for growth
When it comes to multicultural marketing in Southeast Asia, Mindshare’s Helen McRae says there is an underutilisation of local or regional platforms and channels to drive growth at scale.
Why it matters
Marketing strategies should be localised by utilising more homegrown platforms and channels, providing a unique incubator for marketers to create more fluid consumer journeys across the funnel.
Takeaways
- As homegrown platforms mature and become integral to consumers’ lives, they should be included in marketers’ plans.
- Evaluate global and local opportunities equally while recognising that SEA will be a place to innovate as well as test and learn....
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