I’ve been given the privilege of traveling to Singapore this week to participate in an Audience Targeting Summit being presented by Microsoft. As audience targeting is a subject that's near and dear to my heart (see The Audience Targeting Imperative), I’m very excited to have been asked by Microsoft to participate.
I’m also excited to experience such an interesting non-US market firsthand. I’m already learning a great deal about the unique challenges and obstacles faced by marketers and agencies in the Asia Pac region. For instance, creating a cohesive, multichannel digital marketing campaign when you’re trying to coordinate efforts across a handful of countries, all with different languages, processes and rules is really challenging. (One great place to start, I was told — and I couldn’t agree more — is to focus on creating a baseline level of continuity in measurement through the rollout of a common set of metrics and definitions).
On that note, I’ll be extremely interested to learn more about the audience targeting landscape here — and its accompanying challenges and opportunities — at the Microsoft event this Friday.
In the meantime, I’ll keep my ear to the ground for other interesting insights that I can share with the Forrester Interactive Marketing community!