APAC marketers lag on content

Marketers in the Asia-Pacific region are not doing enough to engage with consumers who are increasingly well connected via a multiplicity of devices and who are looking for compelling content, according to leading industry figures.

"Content is the 'social juice' to attract and engage consumers and move them through the path to purchase," noted Don Anderson, SVP Regional Strategic Digital Integration, Fleishman-Hillard, speaking ahead of an upcoming content marketing conference in Singapore.

He pointed to several issues that regional marketers needed to address. "The most pressing challenge that companies face is having veritable warehouses of content, but doing nothing with it; or simply not having content strategy in place," he said.

"The increased proliferation of communication platforms is making it more critical for publishers to find means of cutting through the clutter," he added.

Nico Abbruzzese, Head of Digital, Asia Pacific, Maxus Global, warned that content strategies needed to avoid the hard-sell approach.