70% of marketers increase Content Marketing budget!

Asian marketers are becoming more strategic about the content they’re producing, according to 3Degrees’ Content Marketing in Asia survey.

In 2016, twice as many companies have developed a documented content strategy compared to the year before, while only 27% of companies do not have any content strategy.

71% of marketers are budgeting at least a 10% increase in their content marketing budget. This indicates that more companies will grow in their content approach in the next 12-18 months.

The survey also found that content platforms with visually-led interfaces and formats have increased in popularity in the past year. The survey covers marketers from markets such as Hong Kong, Singapore, Malaysia.

In 2015, Instagram usage amongst Asian marketers was a mere 26%; in 2016, that number doubled to 52%.

Interestingly, a significant number of marketers who rated Instagram as a preferred social tool came from business-to-business (B2B) industries, which indicate that Instagram usage is growing beyond consumer marketing.

Infographics also made its debut as one of the top 5 tools that helped Asian marketers with lead generation in 2016, with 2 out of 5 marketers giving it credit for providing the best results to their companies.

The other top marketing tools in 2016 were 3rd party articles, social media, in-person events and email newsletters.

According to Titien Ahmad, founder of 3Degrees, “Asian marketers (and their respective audience) are using visually-led content to grab attention in an age of multi-tasking and content overload.“

“We’ve seen how unique, original content can drive a range of marketing activities from better, more thoughtful events to a more authentic and engaging social media presence,” she said.
3Degrees is a content marketing agency based in Singapore and Kuala Lumpur staffed by former journalists and researchers.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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