Points of View

The traditional sales model doesn't really apply anymore in this era of empowered customers. That’s no surprise. But what’s replaced it? A series of touchpoints? A waterfall? A customer journey?  The funnel is a textbook marketing concept, but the...

Months of working from home and social distancing has changed the way supply chains function. Disrupted shipping schedules, reduced air and sea shipping capacities, evolving customer needs, and shifting destination handling requirements have forced...

Which of the new digital business habits we learned in the pandemic will stick, and which will slip away?  “We’ve seen two years of digital transformation in two months,” said Microsoft’s CEO Satya Nadella. But will our tech-driven advancements...

As Asia cautiously starts to gear up – albeit with social distancing and other health practices in place – the world of marketing is once again starting to hum. In Hong Kong, the Marketing Society gathered its first “Table for 8” networking and...

A Timeless Insight About Customers... ...That Urgently Needs Updating This famous McGraw-Hill print advertisement first ran in Business Week in 1958, and was named one of the 10 best ads of that year. Since then the "Man In the Chair” became an...

Operating an Official Account is an effective tactic to leverage the full benefits of WeChat and engage WeChat users as a long-term strategy, but before you are ready to publish organic contents and build up subscriptions, what are some quick...

Within only two years since its launch in 2017, WeChat Mini Programs have already attracted 600 million monthly active users. This exciting feature has opened up incredible possibilities for interactive B2C and B2B marketing. As we share some of...

WeChat is now essential to almost every aspect of Chinese consumers’ daily lives and therefore a core marketing platform for companies doing business in China. Nowadays, for your business to flourish in China, having a WeChat strategy isn’t just...

With over a billion users, WeChat is an essential part of any company’s marketing and communications strategy. For multinationals already in China, or looking to enter the market, the Guide shares how to frame up the right approach and run...

Consumers are reluctant to change banks but are quick to move to another insurance provider. In both the banking and insurance sectors, the brand leaders struggle for competitive advantage by trying to lure away new customers and retain their...

Here’s what we learned from our intern Georg Schubert. While getting work experience at Current Asia, he shared his thoughts on how understanding how people think and act the way they do is a key part of being a great marketer, based on what he...

As you head to the end of the financial year, perhaps you have some “use it or lose it” marketing funding left in this year’s budgets. How should you invest it to deliver results and lay a foundation for future activity next year? Based on Current...

Here are some recent examples of our recent client work: Generation Campaign: Roll-out of a successful international lead generation campaign to APAC markets. Our work included adapting the content for the region, building customer journeys, and...

Find Prospects Among A Billion Active Monthly Users WeChat for consumer and brand marketing is not new, but now increasingly B2B companies are contacting us to find out how to use make WeChat work for them. The consumerization of B2B marketing and...

In our view, 2018 is about companies getting to grips with the technology and media options that they already have, using them more effectively and efficiently, and adapting their teams and budgets to make the most of the new realities. Catching up...