SINGAPORE: Adapting to Facebook’s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus for many APAC marketers in 2018.

According to Simon Kemp, founder of strategic marketing consultancy Kepios, more than two billion people in the region now use the internet, representing 48% penetration at a regional level. There are also 1.779 billion active social media users, with social at 42% penetration.

Yet recent algorithm changes to Facebook have seen organic reach dive again, with only one in 12 of a brand’s Facebook page fans seeing any page post organically.

“If you need regular reach, the only practical option is to invest in some of that paid media,” Kemp said during Hootsuite’s recent Digital in 2018: Data, Trends & Opportunities webinar.

However, brands should not invest in paid media at the peril of ignoring their organic strategy. Both are important, Kemp believes: “It’s got to be a balance between the two.” (For more on digital marketing trends in Asia-Pacific, read WARC’s in-depth report: Three essential tips for APAC marketers in 2018.)

“A lot of brands still see audience reach on a post-by-post basis,” said Kemp, who recommended marketers look at reach on a month-by-month basis instead of an ongoing conversation with their audiences.

“Instead of thinking about post-by-post reach, think about it as a cumulative measure that measures how many of the people in your audience you have reached over a specific time frame.”

Rather than pushing propaganda-like messages, inbound marketing is an entirely different ball game, he added.

“We need to think about them (the audience) before we think about our brand, and find out how we are going to add value to their lives in ways that means that they are spending a little bit more of their time looking out for the stuff that we do,” Kemp said.

Striking a balance between ‘push’ and ‘pull’ marketing will be vital.

“Try not to make it just about the products and services that you sell,” he advised. “Dig deeper into your brand’s value propositions; look at how you can deliver broader brand value through your marketing activities, especially through your social media activities as well.”

Sourced from WARC