10 years ago 80% of marketing budgets went to the media. Roughly 90% of them were spent on TV.
Recently, a chance brought me to work in a digital media agency in Southeast Asia. We got a brief from a huge client for their new movie promotion. To my surprise, three-quarters of the allocated budget got labeled with ‘Influencers’ from the get-go.
Why all brands in Asia go crazy about influencer marketing?
Asia is at the peak of digital growth, with smartphones penetration levels close to 90%. The populations of Vietnam, Philippines, Indonesia, Taiwan, and Korea are very young. People under thirty years of age make 30 to 50 percent of the population. According to NexMo, East Asia and Southeast Asia are the #1 and #2 social markets worldwide, with 1 billion cumulative users accessing social media platforms across both regions.
Young people are into smartphones, not the TV. And they’re quite aware of advertising. They don’t swallow it easily – unless it’s from influencers.
In Vietnam,… Read More