After announcing yesterday that Clicks2Customers has rebranded to NMPi, we are pleased to introduce the Managing Director of NMPi Asia, Philip Mostert. Philip has over 12 years digital marketing and project management experience and is a keen observer of trends. In 2010 he was the digital syndicate lead for the Soccer World Cup in South Africa, working with South African Tourism across the globe.
He is a strong commercial thinker with the hunger to the drive business forward, constantly seeking out opportunities of growth. He lives by a simple motto ‘Keep Moving Forward”.
We had a chance to sit down with Philip to discuss the recent growth of NMPi and the future of digital.
Q. What innovative technologies and strategies do you think NMPi will gain from adding an Asian perspective to their digital offering? Conversely, what insight will the Asian market gain from partnering with a global digital agency such as NMPi?
Let’s break it down by the numbers. There are 4.436 billion people living in Asia, and over 648,053,399 living in South East Asia alone, which makes up for about 8.62% of the world’s total population. Numbers that are simply staggering and hard to comprehend!
The value that one can derive from this volume of data is simply limitless. Innovation lies within building custom algorithms that are intuitive in nature, especially when optimizing media for large scale efficiencies.
Q. What do you think are the strengths of the Asian digital market right now? Where does it excel?
Its strengths are also some its greatest weaknesses.
Social media is at the heart of all campaigning. We see incredibly strong performance metrics from social media channels. Advertisers in Asia seek out that holy grail of virality. Some get it right but sadly most get it horribly wrong. With this in mind, many marketers rely on influencers in the market to own and drive their communication strategies forward. This is a highly risky and costly exercise should it not work out as desired.
Mobile penetration is another one of Asia’s great strengths, but mobile addiction is also a societal concern that will have a long lasting impact. To what extent, has yet to be identified.
Q. What are your plans for continued growth in digital marketing?
AR is an exciting space and perfect for the Asian markets. This is indicative of the fact that QR codes are everywhere and in deed habitual for most WeChat users [Asia’s leading IM platform]. We intend on driving this as part of the performance space whereby linking it back to DoubleClick in years to come. We have some exciting plans afoot, which will be revealed in the next few months.
Q. What are the challenges facing Asian digital marketers in the coming twelve months?
Asia faces a highly competitive landscape which constantly changes and is incredibly fragmented. What might work in Indonesia may not work in Malaysia etc.
This is compounded by the fact that the e-commerce space will be largely dominated by Alibaba, 1st to market(s), who are building an entire ecosystem for advertisers where Google have zero clout. In line with this, Amazon has been pegged to launch in Singapore within the next few weeks which will make for a very interesting showdown between two massive behemoths.
Many companies will also seek to take skill in-house and grow IP without the need of 3rd party vendors. Transparency is the key to sustainability.
These challenges, of course, present some interesting opportunities for agencies who position themselves strategically.
Q. What do you look forward to most with this expansion?
Leveraging global resources applied within local nuances. This is a formidable formula of success.
Q. What is the most exciting recent development in digital marketing in Asia?
Malaysia has been identified as the potential digital hub for all of Southeast Asia. Alibaba has launched a large scale initiative with the Malaysian government, the Digital Free Trade Zone. This has fundamentally been designed to promote the growth of e-commerce by providing a state-of-the-art platform for SMEs and enterprises to conduct the businesses and services. The benefits of this will, of course, be translated into more ad spend coming online.