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RESEARCH, ANALYSIS & TRENDS
PHILIPPINES "This study shows that in 2014 digital-driven brand sto-
Consumers in the Philippines who follow travel & rytelling is central to successful communications. Con-
tourism brands online spend up to 160% more on sumers want to be engaged by brands online,” said
travel & tourism products and services per year; Matthew Lackie, Senior Vice President at Waggener
Edstrom. “We are seeing that B2B and B2C companies
Consumers in the Philippines who follow healthcare will be rewarded in 2014 with larger spends, engage-
brands online spend up to 257% more on ment rates, and higher levels of brand advocacy when
healthcare-related products and services per pur- they provide their audiences with great content."
chase.
“Communications professionals across Asia find them-
SINGAPORE selves under increasing pressure to prove the ROI of
Consumers who follow food & beverage brands their investments in digital content. Our new research
spend up to 108% more on F&B products and ser- reveals a clear relationship between brand storytelling
vices per week; online and increased consumer spending, referrals,
Consumers in Singapore who follow healthcare and engagement,” said Stephen Tracy, APAC Lead at
brands online spend up to 172% more on Waggener Edstrom’s Insight & Analytics (I&A) prac-
healthcare-related products and services per pur- tice. “Put simply, the more consumers engage with
chase. brand content, the more they spend on brands.”
VIETNAM Zaheer Nooruddin, Vice President of Digital at Wag-
gener Edstrom’s Studio D in Asia-Pacific, added: “For
Consumers in Vietnam who follow personal care us the real take-away is that brand owners must focus
brands online spend up to 156% more on personal on creating rich, compelling, and relevant storytelling
care products and services per week; for their audiences in 2014. If brands succeed with cre-
Consumers in Vietnam who follow healthcare ating consumer engagement through high-quality con-
brands online are 57% more likely to recommend a tent marketing across Asian markets, then the ROI will
healthcare brand, product or service to a friend, follow.” ◊ Source: Waggener Edstrom Communications
family member, or colleague
By MediaBUZZ
14 Asian eMarketing November 2013 - E-Commerce & Affiliate Marketing
