Amid growing business opportunities in the Asia-Pacific region, an increasing number of global B2B and B2C companies are turning to local media and marketing agencies to sow their seeds across APAC and create the 'local buzz' they need. But it's not always smooth sailing: what hits the mark in one territory may not necessarily succeed in another, and local PR and Marketing agencies can get caught in the middle of deploying established game plans versus crafting bespoke strategies.
In the recent Mumbrella Comms Con, AZK Media had the opportunity to explores what it takes to increase your brand presence in the APAC region. Revealing the common misconceptions global businesses have about what local agencies can do for them compared to other regions, we discussed how to best engage with a strategy that suits.
The APAC renaissance
As economies continue their slow recovery in 2022, one region is set up stronger than the rest: Asia-Pacific
According to Singtel Asia is expected to lead global growth in 2022. For companies looking to expand in the region, opportunities are plenty.
Employ.com calls the Asia Pacific (APAC) region the new ‘goldmine’ for businesses that
are looking for global operations.
Here’s some fun facts as to why:
Business-friendly environment for foreign investors: APAC boasts world-class innovation, infrastructure, and emerging markets. It continues to regain its market momentum and open its doors to international companies to expand to their countries.
Booming internet economy: Akamai research has market projections for Southeast Asia’s potential internet economy from $53 billion in 2023 to $130 billion by 2025. Internet traffic in Australia increased by 43% year over year from the first quarter of 2019 to the first quarter of 2020 alone.
Healthy GDP: When it comes to economic growth, the International Monetary Fund accounted for 37% of the global GDP in the Asia Pacific. Overall gross domestic product (GDP) was $31 trillion in 2020.
The increasing middle class: Predicted at 472 million in 2030 is one of the key drivers affecting Asia’s fastest digital economy. Given the advantages of having a large middle class, companies that are fast to implement a multi-market expansion strategy are in the best position to capitalise on APAC’s potential.
For global enterprises with dreams of expansion in this region, it's an exciting time to push through with those plans.
AZK Media Founder Azadeh Williams speaks with Mumbrella's Senior Event Content Manager Darren Wells on what it takes to grow your business presence in the APAC region
At the heart of the ‘regional’ experience of your product is communication
In today’s rapidly changing, increasingly digital environment, business as usual just won’t cut it. Businesses need to be agile, flexible, and fast.
There must be some base systems in place to ensure business continuity - and you’ll want to keep up with customers who’ll demand anytime, anywhere access to experiencing your product or service.
At the heart of that experience is communication.
If you want to engage with customers on a deeper level in a new region, connect with them emotionally, in an authentic way, you need to regionalise your business and marketing messages.
What success looks like:
Invest heavily in a top local MD, key sales people, a local marketing team and a top media and marketing agency(ies)
Ensure the local ‘go to market team’ are seasoned marketers, who partner with the right PR and Marketing agency talent to generate highly targeted, local marketing and media campaigns
Regionalised marketing campaigns need to be standardised in their process and delivery, but highly personalised in their messaging
Avoid focusing too heavily on 'recycling global messages' in local regions. Leverage local news announcements, customer advocacy programs and brand campaigns.
Global expansion needs local resilience
Bottom line, as a business if you want to expand into the APAC region, you need to understand what it takes to build local resilience from the ground up, and how to set up the local regional media and marketing frameworks for success.
Ready to expand? Contact AZK Media to find out how we can strengthen your growth in the APAC region.
This article was published on Little Black Book Online