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A 2014 Asia-Pacific Industry Research Report
Content MAtteRSthe IMpACt of BRAnd StoRytellIng onlIne
Understanding the role of digital content on Asian consumer
decision-making and business ROI
Philippines
India
Indonesia
Vietnam
Singapore
South Korea
Hong Kong
China
S I N G A P O R E 2 0 1 4 E d I t I O N
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'LVFHUQLQJ�FRQVXPHUV�ZLOO�LQWHQVLYHO\�UHVHDUFK�DQG�ÀOWHU�LQIRUPDWLRQ�²�IRXQG�DW�YDULRXV�GLJLWDO�FKDQQHO�VRXUFHV�²�DERXW�EUDQGV��SURGXFWV�DQG�VHUYLFHV�SULRU�WR�SXUFKDVH��*RLQJ�IRUZDUG�WKHUH�ZLOO�EH�QR�VLQJOH�VRXUFH�RI�FRQWHQW�WKDW�FUHDWHV�consumer decisions.
The role of communications and marketing professionals today, from the PR and marketing manager to the CMO, is to connect actions to outcomes.
Strategic content is the basis of strong corporate narratives and authentic brand storytelling.
1. InTROdUCTIOn+VLZ�*VU[LU[�4H[[LY�MVY�)\ZPULZZ�PU�����&��(UK��0M�0[�+VLZ��;OLU�/V^&�
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does content really matter and, if so, to what extent?
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3. UndeRSTAndIng COnTenT MARKeTIngContent marketing can take on many shapes and sizes. As far as marketing tactics go, it can range from managing a
corporate Twitter handle to publishing regular eNewsletters. A list of common content marketing tactics include:
Although this list can be helpful, it does not get us to the core of what content marketing is and why it’s important.
In its most basic form, content marketing can be viewed as a way for brands to become storytellers. The Content
0DUNHWLQJ�,QVWLWXWH��&0,��VXSSRUWV�WKLV�QRWLRQ�DV�WKH\�GH¿QH�FRQWHQW�PDUNHWLQJ�DV�WKH�³DUW�RI�FRPPXQLFDWLQJ�ZLWK�\RXU�FXVWRPHUV�DQG�SURVSHFWV�ZLWKRXW�VHOOLQJ´� �&0,���������:KDW¶V�YDOXDEOH�ZLWK� WKLV�GH¿QLWLRQ� LV� WKDW� LW�HPSKDVL]HV� WKH�creative requirement (i.e. art) for content marketing to be successful, which is done through storytelling.
0RUH�LPSRUWDQWO\��&0,¶V�GH¿QLWLRQ�KLJKOLJKWV�WKH�IDFW�WKDW�FRQWHQW�PDUNHWLQJ�VKRXOG�QRW�EH�XVHG�DV�D�GLUHFW�VHOOLQJ�WDFWLF��7KDW�LV��XQOLNH�SDLG�PHGLD��\RXU�FRQWHQW�PDUNHWLQJ�VWUDWHJ\�VKRXOG�QRW�EH�IRFXVHG�RQ�JHQHUDWLQJ�LPPHGLDWH�¿QDQFLDO�returns. This can be a scary prospect for marketers today, especially with growing pressures from the executive branch
to prove the value and returns gained from their marketing and communications spend.
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Our aim with this study is to create a measurement framework for content marketing in business and to better understand
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7KH� VXUYH\� DVNHG� WKH� UHVSRQGHQWV� D� VHULHV� RI� TXHVWLRQV� UHODWHG� WR� KRZ� WKH\� LQWHUDFW� ZLWK� EUDQGV� DFURVV� GLIIHUHQW�business sectors.
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MObILe deVICeS
PURCHASe beHAVIOR
Feature Phones
Smartphones
Tablets
Packaged drink Products
Packaged Food Products
Flights
Hotels
Car Rentals
Travel Packages
TVs
dVd/blu-ray players
Fridges, Stoves, Microwaves
eReaders
gaming Consoles
Shampoo
Moisturizer
Toothpaste
deodorant
Makeup
Over-the-Counter Medicine
nutrition Products
Prescription drugs
Consumer Medical devices
FOOd And beVeRAge PROdUCTS
TRAVeL & TOURISM
COnSUMeR eLeCTROnICS & APPLIAnCeS
PeRSOnAL CARe
PROdUCTS
HeALTHCARe
buying Cycle Advocacy engagement
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Figure 1 Purchase behavior
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Sector
Rating
0 - 6
7 - 8
9 - 10
How much do you spend on products or services
Advocacy Level
detractors
Passively Satisfied
Promoters
Interpretation
extremely unlikely to recommend
Somewhat likely to recommend
extremely likely to recommend
Per purchase
FOOd And beVeRAge PROdUCTS Per week
TRAVeL & TOURISM Per year
COnSUMeR eLeCTROnICS Per year
PeRSOnAL CARe PROdUCTS Per week
HeALTHCARe Per purchase
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Table 1 Purchase frequency
Table 2 Net promoter score
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$V�ZH�PHQWLRQHG�HDUOLHU��VRFLDO�PHGLD�PDUNHWLQJ�LV�EXW�RQH�WDFWLF�ZLWKLQ�WKH�EURDGHU�GLVFLSOLQH�RI�FRQWHQW�PDUNHWLQJ�DQG�EUDQG�VWRU\WHOOLQJ��+RZHYHU��RI�DOO�WKH�WDFWLFV�LW�W\SLFDOO\�JHQHUDWHV�WKH�KLJKHVW�IUHTXHQF\�RI�H[SRVXUH�WR�EUDQGHG�FRQWHQW�DQG�WKXV�JDYH�XV�D�XQLTXH�RSSRUWXQLW\�WR�PHDVXUH�WKH�GLIIHUHQFH�EHWZHHQ�JURXSV�WKDW�DUH�KLJKO\�H[SRVHG�WR�WKLV�IRUP�RI�FRQWHQW�YHUVXV�WKRVH�WKDW�DUH�QRW��7KLV�LV�QRW�WR�VD\�WKDW�FRQWHQW�FUHDWHG�DQG�VKDUHG�RQ�VRFLDO�PHGLD�LV�PRUH�LPSDFWIXO�than content created through other channels or tactics. Quite the contrary, as brands need to consider the full spectrum RI�FRQWHQW�WKH\�FUHDWH��H�J��35��DGYHUWLVLQJ��VRFLDO��HWF���ZKHQ�WKLQNLQJ�DERXW�EUDQG�LPSDFW��
Figure 2 Spectrum of content exposure
Low Frequency Content
Research & Whitepapers
Advertorials
PR
enewsletter
Social Media Marketing
High Frequency Content
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Value
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emotional
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definition
benefits that provide tangible utility to the customer
benefits that result in a change in the FXVWRPHU¶V�QRQ�SK\VLFDO�VWDWH
benefits to 3rd party entities, whether human (e.g. a family member, a local business owner) or non-human (e.g. the environment)
example
Using a smartphone to stay connected with friends or family
driving a car to work to shorten your commute
Improving your finances after meeting a financial planner
Reduced anxiety after counselling
Increased confidence from buying new clothes
Increased motivation after completing a university or college degree
donating to charity
buying fair trade coffee
Planting a tree
Table 4 Types of customer value
Value
Financial
Operational
Relational
definition
benefits that generate wealth and financial solvency for the business.
benefits that generate improved operational capacity for the business.
benefits that improve the relationship between the business and its customers
example
Revenues
Cost savings
Operational efficiency
Product or service development
Innovation
Improved brand health
Rebranding
Table 3 Types of business value
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behavior
Purchase Cycle
bUSIneSSVALUe CO-CReATIOn
Advocacy
engagement
definition
How much consumers spend and how frequently they purchase
How likely consumers are to recommend a brand to friends, family or colleagues
How likely consumers are to follow brands on social media
How likely consumers are to obtain information about products and services on social media
How likely consumers are to share information about products and services on social media
How likely consumers are to look for the latest deals and promotions on social media
How likely consumers are to participate in contests and giveaways on social media
How likely consumers are to click on advertisements or read advertorials posted by brands that they like
Figure 3 Value co-creation
Table 5 Types of purchase behavior
Functional
Relational
emotional
Operational
Social
Financial
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