Mastering nichification for community marketing in APAC

Atalia Chua

WARC’s ‘Marketing in a Fragmented Media Landscape’ webinar shared advice on how APAC marketers can leverage nichification to address concerns about media and audience fragmentation.

One of the big trends fragmenting the media audience is the era of ‘bubble up’ culture, said Rica Facundo, Asia Editor at WARC. Today’s culture formation is increasingly a bubble up phenomenon shaped by communities and creators across a decentralised media ecosystem.

She was speaking at WARC’s ‘Marketing in a Fragmented Media Landscape’ webinar, which presented key trends from its 2023 Marketing Toolkit. According to its survey data, media and audience fragmentation is the top concern for APAC marketers in 2023, with 35% picking it as a top issue compared to 24% who chose spiralling inflation and cost of living....

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