APAC Effie & GfK Release Findings on Effective Marketing Campaigns
APAC Effie, in collaboration with GfK, has released the APAC Effie 2014 Report, an analysis that reveals key insights and trends on effective marketing communication strategies through a study of the APAC Effie Awards cases.
Gathering hundreds of campaigns across 17 markets in Asia Pacific, the study singles out key components to profile the entries and help understand the traits of effective campaigns. Some of these components include campaign goals, target audience, communication touch points and media expenditure.
Rita Chan, Head of Media, GfK Asia, said, “We are delighted to collaborate with APAC Effie in delivering this report and encouraging thoughtful dialogue about the drivers of marketing effectiveness.”
Findings showed that increasing sales and market share is a common goal in effective campaigns and many speak to the younger audience. It has also proven that effectiveness can be achieved on small budgets. This might be contrary to the common expectation that huge budgets are required to accomplish good campaigns.
While successful campaigns tend to use more touch points in reaching out to their audience, It is hardly surprising that almost all winners used interactive and online to communicate with their target audience. With the evolution of digital media and rapid development of technology bringing a dramatic change in the media landscape and touch points, it is interesting to note that TV and Print are still dominant in this region, appearing in the top third of all touch points amongst both entrants and winners.
Commenting on the release of the APAC Effie Report, Jarek Ziebinski, APAC Effie Awards 2015 Chairman, shared, “We are pleased to work with GfK to produce the APAC Effie Report in the spirit of championing effective marketing. This study draws insights and intelligence that will be very useful for all professionals in our industry across this region.” He further added, “These findings will serve as valuable reference points for marketers to delve deeper into best practices to help them achieve the ROI that they strive for today.”
Prior to the release, the report was presented at the APAC Effie Regional Roadshows conducted in conjunction with the APAC Effie Awards 2015 Call for Entries. The Final Entry Deadline to enter for the 2015 Awards is on 15 December 2014. Click here to download the APAC Effie 2014 Report