In our previous chapter, we examined the intricacies of marketing in the Asia-Pacific (APAC) region, highlighting the challenges confronted by global enterprises in this diverse market. We discussed the imperative of localising campaigns and the significance of authentic local spokespeople in achieving success in APAC. Now, we delve deeper into two additional challenges faced by marketers: managing campaigns across APAC amid economic fluctuations and securing adequate funding for local campaigns compared to global initiatives.
Challenge #3: I have been significantly impacted by inflation, recession and higher operating costs, and now I am one person managing campaigns across APAC
Reality: As marketers move to tighten their spend, many need an operating model that can streamline processes across global and local needs and yet deliver impactful outcomes such as a hub-and-spoke model.
How can we resolve this?
If you are managing multiple countries across APAC, a hub-and-spoke model is your most efficient bet. It offers improved cost efficiencies as several pillars of market research, creative, media planning and so on can be parked into one central hub versus the need to work across multiple agencies and vendors. But more importantly, it offers global marketing teams a centralised point of coordination with local insights and adaptation that can bridge gaps between multiple teams while driving effective outcomes. Look for partners or agencies that are well set up across the APAC region and can form a hub and spoke model to address your needs quickly.
Why is it important:
- A hub-and-spoke model funnels global directives to local representatives while also offering local insights to global teams, creating a two-way dialogue.
- An agile hub-and-spoke model offers effective utilisation of resources, budgets, people and tech by placing everything in a central hub. This allows for quick scalability of projects as resources, templates, and concepts can be quickly deployed across multiple markets.
- A centralised hub also serves as a knowledge centre for all operating teams for best practices, market insights, resources, and guidelines that allows for collaboration and innovation within teams.
Challenge #4: Global campaigns are well-funded compared to APAC-campaigns, but I am still expected to generate results similar to a global level
Reality: Global understanding of local market needs and the local team’s ability to showcase their value are crucial factors in securing more funding in the future. Without solid metrics and evidence of the effectiveness of local campaigns, it can be difficult to secure the necessary funding to execute them successfully.
How can we resolve this?
Budget reductions caused by the pandemic and economic downturns has consequently made companies prioritise risk mitigation and survival, resulting in the poor allocation of resources or adequately funding campaigns.
It is critical for brands to focus efforts in the right direction, with the biggest impact:
- Work with the right partners who have an international network, but strong local expertise to help you acquire a deeper understanding of relevant markets and access distribution channels that extend beyond your own geographical boundaries.
- Active monitoring of what’s happening in the global and local market and competitive landscape can help you spot emerging opportunities as they come, and pre-emptively address potential crisis situations.
As we continue to navigate this dynamic landscape, it’s imperative to remain attuned to local nuances, driving impactful outcomes, and fostering sustainable growth in this diverse and rapidly evolving market.
Looking to launch your brand or campaign in the APAC region? Learn more about our global campaign management services or get in touch with our award-winning team here.
