Performance marketing is key to brand success
30-second summary:
Asia-Pacific (APAC) is forecast to increase its share of global ad spend to 33% by 2023, continuing to grow as brands leverage digital platforms in their marketing mix.
Although not all APAC brands have reached digital maturity, data driven marketing is key to performance, leading the way to increased revenue and cost efficiencies.
Brands can achieve success through measuring every metric of their performance marketing campaigns, including clicks, conversion rates, bounces, and more, which offers a deeper understanding of consumers.
With this data, brands not only see how successful their current campaigns are, but can apply this knowledge to future planning.
Through informed decisions, marketers are better able to appeal to the APAC market, as their consumers demand an optimal brand experience.
By using a comprehensive view of the consumer journey to inform their strategies, brands will ultimately increase return on investment (ROI) and encourage further spending in APAC’s advertising sector.
The importance of performance marketing
When it comes to APAC consumers, marketers need to offer a seamless digital experience to promote online activity.
Whether through a mobile friendly website or a dedicated app, brands should look to optimize their customer experience on all platforms.
Performance marketing is an important component in this process, as it allows brands to gain further insight into the consumer journey.
Harnessing data across all touchpoints ensures that every customer interaction is meaningful.
Marketers are able to identify and resolve any pain points in the customer journey through a full understanding of user behaviors and patterns, enhancing the brand experience with data-led decisions.
Payment methods, for example, are a key factor when appealing to consumers online. Knowing which options resonate best with customers enables brands to offer greater choice and facilitate a smoother path to purchase.
The benefits of consumer data can be applied to all aspects of a digital campaign, with marketers feeding this intelligence into their on-going or upcoming strategies.
What can brands do to optimize the opportunities for performance marketing?
Above all, marketers need to establish key performance indicators (KPIs) before diving into performance marketing.
Performance is unique to each brand, but also to each campaign depending on marketers’ goals – boost in online sales, or app usage.
To do this effectively in APAC, brands need to recognize the regional differences across their consumer base.
Asian millennials account for nearly 15% of the world’s population, but marketers must understand their performance will be measured differently across this demographic, depending on which region they target.
India for example, is the fastest growing digital market in APAC, highlighting the need for brands to prioritize mobile optimization as they embrace performance marketing.
Singapore’s digital market, however, is more mature and technologies such as 5G will mean brands need to tailor their KPIs to reflect the developments in this region.
Additionally, marketers can harness direct-to-consumer (DTC) sales, as this is a more efficient way of measuring success.
If all of a brand’s conversions take place on its own website, or through its own ads, attribution is simpler and first-party data builds a clearer picture of consumer behaviors.
This strategy has worked for many homegrown brands, which used performance-based, DTC marketing to drive ROI.
How does this lead to campaign success?
Research demonstrates that APAC consumers prefer local brands over global, offering APAC marketers a great opportunity to optimize their digital campaigns for a receptive market.
By utilizing performance marketing as an effective tool, brands can capitalize on this to increase their appeal for consumers and generate better returns.
Performance marketing allows brands to ensure they only pay for results, which creates greater cost efficiency and shares the potential risk between the brand and its agency.
The most successful way to adopt the full potential of performance marketing is with data.
Marketers should keep data privacy differences front of mind when targeting local regions, but leveraging consumer data builds affiliations, more effective strategies, and stronger personal appeal to individuals within APAC’s diverse consumer base.
Through keeping a finger on the pulse of what can make an impact, and forecasting future trends or developments, brands can successfully enhance and future-proof their performance campaigns.
This applies particularly to the roll out of 5G, as marketers will need to make certain their strategies are compatible with increased mobile speeds.
When making media buying and business decisions, marketers should place customer experience at the top of their priorities.
Brands need to be able to maximize conversions by guiding users along the marketing funnel not once, but multiple times.
Marketers that put their customers first, building brand loyalty and connecting with consumer bases, will ensure continued growth with their performance campaigns.
By looking ahead – and preparing for developments in technology and potential data regulations – brands can continue to offer an optimized customer experience across all platforms.
Marketers that establish KPIs, understand regional differences in consumers, and leverage data in their strategies, will reap the rewards of informed, impactful performance marketing.
In eight years as Creative Director at MGID, Karina Klimenko has focused on creating ads that tell a story, working with MGID’s global teams to ensure ad creative is localized for audiences across the globe. She is passionate about learning and applying her global findings to campaigns across the advertising ecosystem, and monitors consumer trends closely to understand the ever-growing industry.
Should state roll back expansion of voucher program?
We can all agree that educating our children, ensuring all children face the adult world with the knowledge and skills necessary to be successful, is important. However, we begin to disagree when we talk about how and where education takes place. Some insist traditional school districts should be the only choice unless families have the resources to pursue other options. Unfortunately, that approach hasn’t worked well for all Ohio families.
A quick look at school report cards illustrates how dire the outcomes are for many economically disadvantaged and special-needs students. In 2018-19, less than 30% of students with disabilities scored as proficient in mathematics and English language arts, and less than 50% of economically disadvantaged students scored as proficient in mathematics and English language arts.
At its heart, education choice recognizes that students have unique needs that may not be met by their local school district. Education choice empowers families and helps them find the best opportunity for their child. In Ohio, that can mean home education, private schools, public charter schools, open enrollment in another school district, College Credit Plus (dual enrollment), or career and technical education. It also can include attending a private school with the help of one of Ohio’s scholarship programs.
EdChoice Scholarships offer financial assistance to families so students can attend a private school chartered by the State Board of Education. In 2012, the legislature updated eligibility criteria to better align with the school report card system and buildings’ grade levels. The three-year safe harbor period (2014-’15, ’15-’16 and ’16-’17 school years) requested by districts and passed by the legislature, gave school districts time to adjust to new tests and delayed implementation of the EdChoice eligibility criteria until the 2018-19 school year. Based on the most recent school report card, approximately one-third of school buildings continue to struggle with one or more performance measures, making their students eligible to receive a scholarship for the 2020-21 school year.
Despite what you might have heard, there were no recent changes in expectations or eligibility criteria. In 2017, there was a proposal to replace EdChoice that would have moved away from the struggling school model toward an exclusively means-tested program and funded EdChoice Scholarships directly from the state. The same districts and education organizations opposed to the current EdChoice program opposed that change as well.
Support for Ohio’s scholarship programs does not mean we turn a blind eye to traditional school districts. We can and should investigate what is being done to spur improvement, allowing us to understand how to help struggling schools.
Support for educational choice continues to grow in Ohio and across the country. With more than 20% of children ages 5-19 educated outside the district in which they live, Ohioans value and want options. Ohio’s educational options, including EdChoice Scholarships, are a key element of a flexible, child-centered system that works for both families and taxpayers. Eliminating or reducing educational options leaves thousands of students without hope, sending the message that not all students deserve the opportunity to succeed.
All of this leads to the most important point. Regardless of whether they are eligible for Ohio’s EdChoice program, no child needs to leave their school district. They only do so when parents are convinced that their child would do better in a different schooling environment.
Instead of vilifying the choices parents make, districts should focus on the answers to two simple questions: Why are students leaving our district? What can we be doing better?
It is in everyone’s interest to make sure that all children have equal access to a high-quality education that best meets their needs. Without the EdChoice program, only families with the means to purchase a home in the school district of their choice or who can pay out of pocket for a private school have a real choice in education.
EdChoice Scholarships provide a much-needed choice, offering hope and opportunity to Ohio families.
DCU Research News: 25% of Primary School Age Children Cannot Run Properly; Basic Movement Skills Development Stalls at Age 10
DUBLIN, Jan. 27, 2020 /PRNewswire/ -- Researchers at Dublin City University have carried out an all Ireland study of over two thousand primary school children on the island of Ireland, and have found that one in four cannot run properly; one in two cannot kick a ball properly; and less than one in every five can throw a ball.
The findings also noted that the skills development of children with regards to running, jumping, catching and kicking (movements that are categorised as fundamental movement skills (FMS)), plateau and stop progressing at the age of ten. Existing research shows that mastery of these basic skills is achievable by 8 years of age.
This milestone is considered significant as in the case of children not reaching it, it can result in young people exhibiting an aversion to engaging in sports and physical activity, particularly in their teenage years.
There was a notable difference between boys and girls in certain skills with boys displaying a greater proficiency in ball skills such as throwing and catching, while girls scored higher than boys in skills requiring control of the body such as balance and skipping. The findings are interesting in the context of the activities pursued by girls and boys, with the former often taking up gymnastics, dance and the latter taking part in rugby and soccer. Both boys and girls have a huge involvement in Gaelic Games overall.
The Moving Well-Being Well project is assessing the current situation in Ireland in relation to this and developing interventions to improve children's fitness, wellbeing, physical competence and confidence in a child-centered manner.
As the basic building blocks of more complex movements required to participate in sport and physical activity, FMS are purported to have a significant impact on physical activity participation in adolescents with increased proficiency associated with increased physical activity. The benefits of increased physical activity are well established, with substantial evidence linking it with reduced risks of cardiovascular disease, obesity, Diabetes, etc. The recent Children's Sport Participation and Physical Activity (CSPPA, 2018) study found that just 17% of Irish primary children engage in the recommended 1 hour per day of moderate to vigorous activity.
The first set of published findings from Moving Well-Being Well are significant in terms of identifying the maturation of FMS and also pivotal points in the context of children mastering and (or as is the case) not mastering FMS. This in turn can underpin their future participation and motivation in sport and physical activity. Those findings are currently being used to develop an intervention in primary school targeting all elements of physical literacy where all actors around the children are involved - teachers, coaches and parents. This holistic approach will support and enhance the development of the core components of physical literacy: physical competence, motivation and confidence as well as childrens' knowledge and understanding of the benefits and importance of physical activity for life.
The findings have been published in the Journal of Sports Sciences and have emerged from data gathered as part of a wider research project Moving Well-Being Well, a major collaboration between the Insight SFI Research Centre for Data Analytics at DCU, the School of Health and Human Performance at DCU, the GAA (Gaelic Games Athletic Association) and Dublin GAA to examine the physical literacy of over 2,000 children, aged 5-12 in primary schools nationwide.
Dr. Stephen Behan, Insight SFI Research Centre for Data Analytics, DCU and DCU School of Health and Human Performance
"These results are the most comprehensive of its kind ever produced in Ireland, and highlight the poor levels of basic skills in Irish children. If children don't have a solid foundation of basic movement skills, how can we expect them to do more complex skills as part of organised sport? This solid foundation is what allows children to take part in a multitude of physical activities, and to feel confident in trying new things. There is a lot of attention on childhood obesity and low participation rates in sport - a focus on the fundamental movement skills in young children could be key in tackling both".
Dr. Johann Issartel, DCU School of Health and Human Performance, Insight SFI Research Centre for Data Analytics, DCU
"These findings highlight core issues that teachers, parents and coaches need to address. If the current generation of children can't throw and catch in basic situations, why would they choose to play if they aren't good at it? "It is not fun" that's what they say, and if it is not fun they won't play. Develop confidence and competence for our children then they won't stop playing and that's what you want. Children at play for as long as possible every day of the year".
Prof. Noel O'Connor, Insight SFI Research Centre for Data Analytics, DCU
"It's well known that if you can't measure something then you can't improve it. This unique study has allowed us to measure and therefore understand current levels of mastery of fundamental movement skills in children, an important aspect of their overall development. This improved understanding helps us identify where improvements are needed and this allows us to develop strategies to ensure this improvement takes place. It's a great example of how the power of data analytics can allow us to positively impact society on a national scale".
Dr. Sarahjane Belton, DCU Head of School of Health and Human Performance
"We are learning more and more about the movement deficiencies of our children and young people in Ireland. It is no surprise that the 2018 follow up of the national CSPPA study shows a decline in physical activity participation rates of children by a further 2% since 2010- at primary school less than one in every 5 is active enough to sustain health. Simply put it is time now for action. We need to focus our attention nationally on developing physical literacy capacities and capabilities in our children and young people. We need to help them develop the tools needed to enable them to live long, healthy and active lives. At the moment we are failing our kids badly, and that is a very sad situation".
Key Findings:
Notes to the editor:
Stephen Behan is available for media comment upon request
A copy of the research paper is available upon request
Moving Well-Being Well: Investigating the maturation of fundamental movement skill proficiency across sex in Irish children aged five to twelve.
Published in the Journal of Sports Science, August 5th 2019. Authors: Stephen Behan (Insight SFI Research Centre for Data Analytics, DCU and DCU School of Health and Human Performance), Sarahjane Belton (DCU School of Health and Human Performance), Cameron Peers (DCU School of Health and Human Performance), Noel E.O'Connor (Insight SFI Research Centre for Data Analytics, DCU), Johann Issartel (DCU School of Health and Human Performance, Insight SFI Research Centre for Data Analytics, DCU).
The publication emanated in research supported in part by a research grant from Science Foundation Ireland (SFI 12/RC/2289) and co-funded by the European Regional Development Fund with assistance from the GAA's Research and Games Development Dept and Dublin GAA.
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SOURCE Dublin City University (DCU)
Kevin Bacon is president and CEO of School Choice Ohio, a Columbus-based advocacy group.
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