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In order to make attendees’ experience satisfactory, virtual events should enable participants to gain the knowledge they are looking for and connect with other attendees. As the world has shifted to virtual events, attendees have developed a personal taste and now have several expectations from their virtual experience, which creates new challenges for event planners....

Although in-person events are slowly making a comeback, virtual events are here to stay. Marketers should focus on making their virtual events more engaging and immersive to keep participants engaged. For hybrid events, marketers should weigh the potential benefits against the risks to avoid costly mistakes. Source: WebEx Report We still live in the aftermath...

The Metaverse will have a profound impact on marketing, with vast potential implications for how companies reach and engage customers. B2B marketers who now start to experiment with immersive virtual events will be well-versed in the opportunities the Metaverse presents as it evolves. By 2026, one-quarter of humankind will be spending a minimum of one...

Adobe announced the acquisition of one of its competitors, collaborative design platform Figma, for a whopping sum of $20 billion. Source: Technext Figma allows its users to collaborate on designing interactive mobile and web applications. It also touts a rich, extensible developer ecosystem. The product has garnered 4 million users and boasts serving companies like...

Explore how eight different consumer personas represent broader shifts happening in the broad Asian consumer landscape. WGSN's flagship Asia Shopper Forecast 2022 study delves into Asian consumer profiles to provide brands better insight into emerging trends. Asian countries, although constituting a very diverse group, have displayed a good deal of optimism, regardless of the hardships...

Thais have a strong tendency to use the Internet for commercial purposes. They are also increasingly interested in creating online content. In Thailand, a recent government survey of Internet user behaviours unveiled a few insights about Thai digital lifestyles. Source: The Nation Millennials top daily Internet usage with 8 hours and 55 minutes, overtaking Gen...

The average B2B customer journey takes 192 days, dropping to 70 days when the first contact point is a review site. Social media is used primarily by customers who are not in-market and who need more time to close a deal. A new report by the revenue-attribution software provider Dreamdata shares several B2B go-to-market benchmarks...

The growing need for self-service features highlights the main disconnect between what buyers want and how sellers sell. Every technology vendor must adapt to the attitudes of today’s B2B customers. Their consumer expectations follow them to the workplace—they value their personal time and don’t have patience for redundant inconveniences. A recent report by the software...

Promoting an environmental cause became the platform on which a unique marketing project was built, bringing long-gone animals back to life. Source: gettyimages.com Getty Images, the online stock photography library, has amassed 496 million assets. With a vast archive like this, you would think it contains pictures of everything you could imagine. Well, you can’t...

A genuine ‘charm offensive’ employing humorous storytelling succeeds to paint a financial service company as supportive and friendly to SMBs. American Express, in July 2021, debuted a series of video ads dubbed the “Business Card Chronicles”. The company promoted a line of credit cards that offer various benefits such as membership rewards, a cashback program,...

New research explains Asia-Pacific consumers’ new embrace of sustainability in both global and regional contexts. According to Bain & Company, the world’s awareness of a broadening range of environmental, social, and corporate governance (ESG) challenges is rising rapidly. Nowhere is it growing faster or more dramatically than in the Asia-Pacific region. For example, in Asia-Pacific,...

APAC consumers are now interested in spending more on health than pre-pandemic. Even though health and wellness products were already a major trend in the APAC region, the pandemic has undoubtedly accelerated this shift. NielsenIQ’s analysis shows that 54% of consumers in Asia-Pacific are proactively researching these products. Source: Nielseniq Below are the reasons why...

A report shines some light on the type of, and way in which, video is used and created depending on one’s role within a company. Source: 2022 Vidyard State of Video Report Below are a few interesting insights from a new report by Vidyard and Demand Metric. We believe they are important for our readers...

 B2B marketing channels are ranked from top earners to worst performing. The Best B2B Marketing Channels of 2022, Ranked One study compares the customer acquisition costs (CAC) and the return on investment (ROI) of 11 B2B marketing channels, based on data from 150+ B2B marketing projects spanning 30+ industries between 2017 and 2022. Speaking engagements...

Jim Carrey’s “Yes Man” portrayal has finally got its anti-hero in this negativity-rich marketing campaign. The cloud-based commerce platform Commercetools launched its first major campaign. The company hired Arrested Development actor Will Arnett for a series of videos in which he appears to embody an outdated commerce platform unwilling to adapt to modern requirements. For...

A new marketing opportunity is opening up as female representation in eSports grows Out of 3.2M gamers worldwide, 55% live in APAC. Esports will be an official medal event at the 2022 Asian Games and has already been featured as such at the 2019 Southeast Asian Games. Source: Newzoo Around 46% of gamers are female,...

A lavishly produced spot features horrors of the past to show what it takes to be a true leader today. Evonik launched an international marketing campaign centering around present-day company culture. Old management styles are humorously confronted by new ones in the main campaign spot, "True Leadership", which is full of ostentatiously-rich imagery.  Source: adsoftheworld.com/campaigns/true-leaderhip...

Consumer buying behaviour is evolving in APAC. What they purchase Buying volume of premium and luxury items online is growing. Search interest in “luxury goods” increased by 20% YOY in Singapore during the peak shopping season in 2021. Also, search interest in phrases containing “quality goods” increased by over 165% in Vietnam and 125 %...

CMOs’ budget allocations for 2022 show a big return to offline channels. Even though marketing budgets grew from 6.4% of company revenue in 2021 to 9.5% in 2022, they still haven’t gone back up to pre-pandemic levels (around 11%). Source: Gartner Research CMOs estimate that in 2022 their budgets will allocate 56% to online channels...

A new study reveals which issues create internal friction between sales and marketing. 82% of sales and marketing professionals working in the B2B space find the experience provided to their customers to be worse than excellent. The main drivers behind this are communication issues like differing or misaligned goals (41%), complex processes or workflows (36%),...

Spotify’s ‘A Song For Every CMO’ campaign resulted in literal song creations dedicated to several marketing professionals and attracted a lot of eyeballs within this customer persona. Music is in Spotify’s DNA, so at some point in 2021, it became the obvious focus for a marketing campaign. The company wanted to celebrate some of its...

A colour coating manufacturer allowed colour to be brought into existence with plain speech—something that’s never been done before. Designers are often in need of finding the perfect colour to match their vision. If they wanted to create something that matched the colour of, for example, a New York City summer sunset, they’d have to...

Adobe has been recognised as one of the “World’s Most Admired Companies” according to Fortune, coming in at position 43 among the top 50. Source: Adobe blog The recognition is awarded to companies that perform well in the following nine attributes: Ability to attract and retain talented people Quality of management Social responsibility to the...

A survey found that 50% of Gen Zers leave an online shop if they forget their passwords. Source: Gen Z passwordless survey transmit security eBook According to a new survey by Transmit Security of over 600 representatives of the generation, 50% of them abandon their online shopping carts if they forget their passwords, compared to...

‘Culture Rising: 2022 Trends Report’ by Facebook explores major global themes and related trends that represent some of the most significant cultural changes around the world in the past year. Source: Facebook IQ - Culture Rising Report Below are the themes and trends that the Facebook team identified: Diversifying identities Genderevolution Historical reckoning Celebratory activism...

The advisory firm Convince & Convert partnered with B2B influencer marketplace MyOnalytica to publish a report on B2B influencer rates. Source: Onalytica Over the last 5+ years, the number of B2B Influencers has grown exponentially across sectors such as Tech, Financial Services, and Healthcare. The first-ever B2B Influencer Compensation Report Guide, reveals the current rates...

Adobe published its ‘2022 Digital Trends – B2B In Focus’ report based on a survey of 814 B2B executives working in the Technology and Manufacturing industries. Survey respondents agree that customer journeys have changed, and the move to digital has been very significant. They think this pace will persist for the foreseeable future.   This...

Squarespace repurposed a century-old legend for its Super Bowl ad which starred Zendaya as Sally, an entrepreneur selling seashells. The legend of Mary Anning inspired Terry Sullivan's lyrics to the 1908 song, “She Sells Seashells”, which became a popular tongue twister. This year, Squarespace, the service for website building and hosting, hired the star of...

As community building and customer advocacy are things that companies often struggle with, this example by Trimble Viewpoint shows some extraordinary results. Trimble Viewpoint is a provider of ERP and project management software for the construction industry. In 2016, the company launched The Viewpoint Network with a goal to build trust with their customers and...

Netconnect 2021 was a virtual event with a clever, space-themed ambiance, designed to engage attendees and emphasise the organiser’s brand. Source: Netchex Netchex is an HR and payroll management software provider. The company organizes an annual conference, Netconnect. Last year, to reinforce its industry leadership and its brand identity built around being user-friendly and providing...

Source: Axios Nowadays, it's increasingly easy to create a video or image that looks legitimate but has been altered to completely change its meaning. As part of its effort to fight deepfakes, a coalition of tech companies co-led by Adobe has finalized the details for a standard way to verify how a photo or video...

Antiques find new appeal with young, tech-savvy collectors thanks to NFTs A growing number of art galleries and dealers are using the blockchain to mint non-fungible tokens (NFTs) for ancient artefacts, ushering in a group of younger, tech-savvy clients. This has been done, for example, by art galleries regarding antique Chinese weapons—because weapons share a...

Pinterest has a window into the future, as it’s the place where consumers go to plan it. 8 out of 10 of the company’s predictions for 2021 came true. So it only makes sense to see what 2022 will bring. Rebel cuts: hard-to-miss hair—from mullets to octopus hair to bob cut wigs—will be the most-requested...

Below are the key takeaways from the “12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights 2022” report produced by Content Marketing Institute and MarketingProfs. Source: Content marketing institute | B2B 2022 Research eBoook The pandemic prompted new strategies to capture audience attention. Many marketers shifted to digital marketing and online selling. In addition,...

B2B marketers suffer all too often from product delusion, whereas they should focus on what is much more important than the product—the brand. 77% of B2B ads score 1 on a 1-5 scale of creative effectiveness, according to the B2B Institute’s research with System1. For B2C, that number is 53%. That’s substantially better. Why are...

A both analogue and digital campaign showcases how photography and illustration can leap off the page on premium uncoated design paper. Source: Designandpaper.com Featuring contributors from the Adobe Stock Premium Collection, Catching Feels takes us on a sensory journey through six feelings, as emotive visuals are enhanced through different printing techniques and finishes on distinctive...

Salesforce made people fall in love with the brand by sending them Lego kits. When the pandemic hit, so did the demand for cloud sales and adoption. Salesforce saw an opportunity to drive growth in key industries with a scalable ABM campaign. The aim was to leverage existing content whilst also using insights and understanding to...

The Embraer ‘Profit Hunter’ campaign for the global rollout of a new aircraft has been very successful. Embraer is a leader in the design and manufacturing of aircraft in the 70-130 seat segment (known as regional jets). The company has struggled with the positive brand sentiment towards competitors like Boeing and Airbus and wanted to...

Google published its Year in Search 5 trends for the APAC region. Trend 1: Digital mainstreamed In the first half of the year alone, 20 million people in Southeast Asia became new digital consumers. APAC businesses seek to understand more about digital transformation strategies and online inventory management, while new online shoppers are looking to...

The B2B Institute at LinkedIn published a report titled “2030 B2B Trends”.  The first trend addresses the increasing importance of brand building, the second explores creative strategies, and the third covers distribution. Trend 1: The War On Brand Over the past 10 years, the B2B marketing industry has become obsessed with the bottom-of-the-funnel. We invest...

Adobe achieved record revenue in Q4 and reported its 2021 revenue to exceed $15 billion, which represents 23% annual growth. With an estimated $205 billion addressable market by 2024, the company is well-positioned for further significant growth.

A report by Gartner uncovered some eye-opening trends within the B2B buying process. Digital Trend 1: B2B customers rely on digital channels throughout the purchase journey (such as supplier websites, third-party websites, social media). There has been a shift from in-person sales interactions toward digital channels. B2B buyers report spending exceedingly little time with sales...

A masterful delivery by an ICT company on how to market to enterprise clients. At the end of 2019, to expand their engagement beyond IT management, Nutanix, the global cloud software company, launched CXO Focus. It’s a high-level programme of exclusive content and events for C-suite executives looking for market-leading intelligence that they can use...

WeTransfer’s digital arts platform inspires designers around the world with a mini-docuseries about none other than design. In partnership with 99designs by Vistaprint, WePresent launched a design-focused three-part documentary series, “The Power of Design”, which explores the many ways in which design can change our perception of a brand. Featuring three female designers from London...

At the centre of Elementor’s recent campaigns are web creators whom the brand idolises and makes feel understood. We start this newsletter with two recent campaigns by Elementor, a leading website builder for WordPress. Elementor was founded with the mission of enabling web creators to realise their vast potential by improving every step of the...

The presentation began, like so many everyday experiences today, with a QR code. In the hall, a hundred screens shot up in unison as attendees jostled to frame the code with their mobiles. Around the world, in studies, bedrooms, and kitchens, many more joined in. And over the next three minutes, a word cloud formed…

When we referenced the B2B Participation Brand leaderboard, we did not want to spoil it until now: shoutout to both Marketo and Magento who made it to the list! Both were recognised as top-performing B2B participation brands, scoring #7 (Marketo), and #18 (Magento) among other B2B companies in the world. Bravo

Adobe launched Creative Cloud Express, a unified task-based, web and mobile product that makes it easy to create and share beautiful rich multimedia content with a drag-and-drop editor – from social media posts and stories to invitations to marketing materials like logos, flyers and banners. It looks like it will compete with other template-based image...

Q-commerce is gaining momentum across Southeast Asia, driven by inflated expectations regarding food delivery times amid the pandemic. Two years ago, if one ran out of medicines or other household essentials, one would rush to the nearest store. In the post-pandemic world, that’s no longer a given. Movement control may mean you need to stay...

LinkedIn shares insights about Gen Zers based on a new survey and their behaviour on the platform. LinkedIn published a series of three blog posts on the Gen Z (those born between 1997 and 2012) exploring this audience’s high-level traits and attributes, habits and trends of Gen Zers on LinkedIn, and how brands are connecting...

Nowadays, it’s more important for brands to invite people to participate than to force a precise worldview on them. And it appears that B2B brands are better at it than the B2C field. We live in a people-powered world now. As they become ever more hyperconnected, people are turning to each other (rather than advertising)...

A streaming platform with bite-sized business videos was launched by Publicis Sapient. While during the global pandemic every company pivoted their strategy to digital events, the digital transformation consulting firm, Publicis Sapient, went beyond the typical webinar. Source: The HOW Channel It went to create what it dubbed at the time "Quibi of business," referencing...

Tableau creates a humorous campaign designed to unite people around data to inspire collaboration and innovation. Tableau, the leading analytics platform and a Salesforce.com company, launched an integrated marketing campaign that playfully tells a story of how a small company can collaborate and grow by using Tableau. A series of light-hearted videos brought to life...

 “Hackable Me” is a podcast series created by Proofpoint to educate professionals on the dangers of hackers. “And that has fundamentally shattered my capacity to trust people” — says a woman who fell victim to romance fraud, one of the cybercrime techniques detailed in Proofpoint’s ‘Hackable Me’ podcast. Despite all the leading-edge technology, there’s a...

HP Australia delivered a virtual events series that felt fresh and digestible, to engage its core business audience. With Covid-19 restrictions putting an end to face-to-face events, HP Australia needed a new way to enable its sales team to foster meaningful relationships with IT Decision Makers (ITDMs) and Business Decision Makers (BDMs). In times like...

 TikTok, with its untapped potential to reach entrepreneurs, is a medium that B2B advertisers seem to overlook and underutilise. But this is starting to change. With TikTok having recently hit 1B monthly active users, as a B2B marketer you might as well wonder whether it makes sense for you to get on the bandwagon. Social...

Caterpillar created a life-size version of PAC-MAN to showcase its offering and engage customers with this unusual reenactment of the cult video game. Source: CAT.com After a 4-year pause, in 2020, Caterpillar revived its Cat Trials series that have amassed more than 18 million views. The company designed the trials to surprise and delight its...

LEGO promotes its educational products in this multi-channel campaign that inspires to solve world problems—a very current topic. LEGO Education is considerably less well-known than its consumer counterpart. It manufactures a wide range of physical and digital educational resources to deliver playful and impactful learning experiences for Science, Technology, Engineering, Arts, and Math (STEAM) classrooms....

The HR services provider, TriNet, continues its human-centered campaign that targets SMBs. Source: trinet.com TriNet, a full-service HR solutions provider for SMBs, created the "Humanity" campaign as the latest chapter in its “People Matter” campaign, which celebrates the hard-working and diverse employees of its customers. “Humanity” highlights the human side of HR while adopting a...

CB Insights’ newsletter is a blueprint on how to amuse a sometimes too serious business audience. If a tech mogul can make “Don’t be evil” their mantra, so can CB Insights make “Don’t be boring” theirs. The company’s newsletter became famous for doing everything differently, and—most importantly—fun.  What began a decade ago as a bunch...

Adobe MAX is a free and virtual conference that celebrates global creativity. This year, it was held between October 26-28 and featured live and on-demand content designed to inspire and educate, including more than 400 sessions, labs, keynotes, musical performances by prolific creatives and entrepreneurs, including Jose Andres, Riz Ahmed, Zazie Beetz, Bryan Cranston, Aaron...

When evaluating 17 digital commerce vendors for their “completeness of vision” and “ability to execute”, Adobe Commerce (previously: Magento Commerce) was named a Leader in the "2021 Gartner® Magic Quadrant™ for Digital Commerce". The company was recognised as having the most diverse geographic presence of all the vendors, a comprehensive out-of-the-box (OOTB) functionality, and a...

Secondhand buying, a quite developed trend in the West, has recently taken off in Southeast Asia too. Traditional, affluent Asian boomers have typically turned away from secondhand goods. It’s a cultural taboo: used items carried bad spirits or the energy of their previous owner. And a social stigma was attached that anything pre-owned was for...

New research shows B2B marketers are missing opportunities by focusing on sales that will never happen, instead of targeting long-term goals. It might surprise you to learn that up to 95% of business clients are not in the market for many goods and services at any one time. This is a deceptively simple fact, but...

A creative agency relies on collaboration and innovation. So how does a firm like PaperplaneCo flourish with a fully remote workforce spread across multiple countries and time zones? PaperplaneCo was founded in Singapore in 2011, and quickly grew into a team spanning three continents. Ten years on, the agency works with global clients on a...

It’s true – food is our common language. Whether it’s sharing photos of our meals or baking confectionaries at home during the lockdown, each food-related message in our PPCO chat is met with excitement and awe, and maybe even some jealousy! Here, we take a look at some local favourites of Paperplane members all around…

How new technology is disrupting HR in 2020 Human Resources (HR) is rapidly changing because of culture, work types, business structures, and technology. Workload in HR teams is increasing with staff mobility and increasing quit-rates. And low unemployment rates are making it harder to acquire talent. As competitors use the latest tools, you’re more at...

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