China’s Internet user reaches 731 million, equals the entire population of Europe

According to a statement by China Internet Network Information Centre (CNNIC) released at the end of January 2017, China’s online population reached 731 million, up 6.2% from the end of December 2015. There are now more Chinese netizens than the entire population of Europe. Not only does China have the world’s largest online population - 53.2% of Chinese people are online – it also has the highest average global internet penetration... continue reading

The changing face of communications

The passing of notes in school was always fraught with danger, but was the most effective way to getting a timely (although rarely important) message to a peer. Unfortunately, it’s not that simple for an organisation. Communications is changing and more challenging, and there are a few key aspects we need to be aware of to have success in finding our voice in 2017. The speed of dissemination Whether it was a nightly ritual in front of the 6... continue reading

King Content stays ahead of the field with multiple awards

King Content, an Isentia company, continued its run as the most successful content agency globally at two international industry-wide events, winning gold at the Content Marketing Association Awards in London for best distribution strategy for the Think Progress Lenovo campaign, and receiving awards in five categories at the Native Advertising Institute 2016 Awards in Berlin on 16 November. On the back of winning best Content Marketing... continue reading

Size isn’t everything: Social media’s micro-influencers

A tweet by Katy Perry or an Instagram post by Taylor Swift might get their global followers buzzing. But size is no longer everything in the world of social media marketing. Since the advent of social media, brands have looked to influencers and online celebrities with huge followings to promote their products to an audience in a way that traditional advertising struggles to do. However, just as social media influencers have challenged... continue reading

2016 Double 11: Global brands focus on the world biggest online shopping day in China

A week before November 11, 2016, on Wechat(the most popular social media/ messaging app in Asia)articles that mentioned “Double 11” (aka “Singles Day Promotion”) already exceeded 41,000 within that week according to Isentia’s social listening reports. During last year’s event, Chinese consumers spent a record 91.2bn yuan (USD$14.3bn, AUD$17.5bn) online during the 24 hours of Singles Day, more than double compared with American consumers’... continue reading

Insights: An Insider's Guide for Enterprise Brands and Agencies

I’ve been completing media analysis for clients across the Asia Pacific region for over ten years. I still think it’s the best job in the world! Recently, I’ve been reflecting on what we do and how we do media analysis and so here are some practical tips for agencies or businesses that are starting out with media measurement as an insider’s guide to insights. 1. Start small Think dipping your toe into the analysis waters, rather than taking... continue reading

Important social insights for the entertainment industry

There’s no business like show business. With its wide and active fan base, and diverse opinions, entertainment companies have the ability to rack up thousands or even millions of social media engagements, turning them into actionable insights and linking to revenue. But how can they do it? Social insights play an important role to most businesses today, but more significantly to the fast-growing and constant-changing entertainment industry.... continue reading

Common mistakes brands make on social media

Social media isn’t new to most of us, and are often used as powerful marketing tools. However, brands are still making simple mistakes in handling their social media assets. Each social channel such as Facebook, LinkedIn, Instagram, and Twitter requires a different approach to maximize their potential. Brands should also keep up to date with the latest features of these commonly used social media platforms. Small mistakes can have a negative... continue reading

From edible nail polish to scented sunscreen: The KFC approach

From finger lickin’ good food to finger lickin’ brilliant marketing campaigns, KFC has proven it has much more to offer to marketers than fried chicken. The international fast-food brand has the knack for performing outside-the-box stunts which garner international media coverage, reaching millions of potential consumers around the world without an enormous advertising budget. In August, the international fast-food chain... continue reading

Five social media metrics you should be tracking

Facebook reactions, Instagram hearts and retweets – if your business is on social media, there is a seemingly endless list of metrics you can use to track the outcomes of your social media marketing efforts. But how do you quantify the real value of a like or the benefit of engagement? If you want to substantiate the value of your business’s social media, here are five metrics you should be tracking. 1. Engagement rates on posts Measuring... continue reading

CSR may paint a pretty picture – but it gets real results too

Corporate Social Performance (CSP) – aka Corporate Social Responsibility – can often be swept under the rug in favour of more traditional money-making activities. However, zero efforts can be as strong a brand marker as a $1 million investment. So which end of the spectrum would you prefer to be closer to? Here are three reasons why your organisation can benefit from a strong Corporate Social Performance strategy.   “We will... continue reading

Keeping up with SEO trends: Schema markup and unique content

For many years, businesses have acknowledged the importance of Search Engine Optimisation (SEO) to boost online visibility, but this tactic has gone through rapid changes just to keep up with search engines’ constant algorithm updates. Some SEO moves from the past may not be suitable for today’s strategy - including link building activities, keyword stuffing and ‘abusing’ the anchor text. These techniques from the past are... continue reading

Why you need inbound marketing

When it comes to marketing, businesses have traditionally focused on broadcasting messages through costly mediums such as television, cold-calling and mass-scale direct mail. Today, inbound marketing is fast becoming integral for marketing strategies both for B2B and B2C businesses. Inbound marketing is a highly effective way to attract prospects relevant to your business, with the added benefit of being budget-friendly. What is inbound... continue reading

​How to make your webinar a success

A successful webinar is one that contains uniquely fascinating content, is promoted astutely, and is positioned and distributed in the way best for you. This guide takes you through what is required to maximise the immense possibilities of a webinar. The rise of the webinar over the course of the past 10 years represents one of the most important evolutions in content marketing. It is a strategy central to any content campaign that aims to be... continue reading

What blockchain technology could mean for media and communications

Blockchain technology is one of the many great disruptions this year. But what does it do? How does it work? And what application can it have for the marketing and communications industry? This article explores the creation of blockchain technology, and the impact it has on media and communications. A matter of increased security Born as a result of the development of Bitcoin (a form of cryptocurrency), blockchain technology currently makes up... continue reading

Messaging mastery on the big four social media platforms

Great content is about tailoring your messaging to your audience. Here we consider how you can make your posts on the big four social media platforms work harder for you. With so many platforms for consumers to engage on today, brands need to consider how messages are presented across multiple channels so as to make the most of each platform’s individual tools. Each platform has its own tone, etiquette and rules of engagement based on... continue reading

Five tips to make your content more readable

Quality written content for a digital space involves grabbing a reader’s attention immediately and ensuring there is no let-up in concise, engaging points that are both thought-provoking and accessible. Here we explore five ways to make your pages more readable. It is a generally accepted truth that most content on the internet is not read, but scanned. A famous and still relevant 1997 survey by Jakob Nielsen found that 79 per cent of... continue reading

How cognitive computing can improve your brand’s reputation

Businesses today are only in the early stages of realising the cognitive computing potential for marketing and branding purposes. The implications for increased accuracy, efficiency and ultimately customer satisfaction ensure that 'self-learning' data technology will be a true game-changer across the branding spectrum. Having promised so much for decades, artificial intelligence (AI) has in many ways only begun to show its worth in recent times. In... continue reading

The rise of the data-driven CMO

Traditionally, the chief marketing officer (CMO) was responsible for all marketing-related activities in a company. Sometimes managing a team, or if it’s a smaller company doing it all themselves, he or she had two broad responsibilities: to understand and communicate the needs of the company’s target audience to product teams, the CEO and the rest of the board; and to ensure that the company’s target audience is aware of and wants to buy the... continue reading

Tips to Weibo success

With over 600 million registered users and 100 million daily users, Weibo is one of China’s most popular social networks – and one that is essential for brands looking to reach Chinese consumers. However, to engage users and ultimately achieve Weibo success, it’s essential to understand both the Chinese social media landscape and how Chinese users utilise social media. What is Weibo? Weibo is a microblogging network often referred to as the... continue reading