Why Keyword-Driven Marketing is the Way to Go: Interview with: David Shen, General Manager, Acronym Asia, a sponsor company at the marcus evans CMO Asia Summit 2013, on keyword-driven marketing.

1. Interview with: David Shen, General
Manager, Acronym Asia
“Keyword-driven marketing is the
closest window to what consumers
want,” according to David Shen, General
Manager, Acronym Asia. “It allows
marketers to use keywords as an
indication of consumer intent and to
market effectively to those people,” he
says.
Acronym Asia is a marketing agency
attending the marcus evans CMO Asia
Summit 2013, in Macao, China,
27 - 29 May. Ahead of the event, Shen
discusses how Chief Marketing
Officers (CMOs) can drive better
results through a keyword-focused
marketing strategy.
Why should CMOs focus more on
keyword-driven marketing?
Keywords are the window to the
consumer, as they are a direct indicator
of consumer intent. Acronym researches
and discovers implicit intent derived
from three core methods. First, what
people search for, the keywords used on
search engines. Second, customer
behaviour, expressed through digital
analytics. Third, social interactions, the
expressed intent behind the content
shared on social media.
Based on this customer intent, we can
then target the most relevant
messaging to their needs. Keyword-
driven marketing allows companies to
drive better results, by creating a
personalised experience and an overall
smarter marketing campaign.
How can they find the ideal
keywords to use?
It depends on what the marketing
objectives are. Of course any good
marketing campaign has to have very
clearly defined objectives. To identify
various keywords that are the most
relevant to the product or company,
they must conduct research, based on
analytical data the company has and
existing market research. We also have
our in-house suite of tools that they can
use for keyword discovery.
What does media optimisation
include?
The end objective of a marketing
campaign is to provide the consumer or
client with the most relevant message
to what they are looking for at that
point in time. So media optimisation is
about looking for what keywords
customers are looking for, and
presenting them with the most relevant
message. The kind of messaging that
resonates with the audience. Then fine-
tuning the media, adjusting the creative
aspects and messaging to be more
accurately suited for whatever the
customer is looking for.
Another aspect of it is budget
optimisation. There must be a balance
between coverage and cost. Maximum
coverage is ideal, but with limited
budgets and resources, marketers need
to understand the most effective lever
for them to adjust. Media optimisation
plays the role here, allowing marketers
to focus on what works best.
What are the latest trends in the
marketing space in Asia? What
should CMOs prepare their
organisations for?
We see a growing focus in Asia for both
organic search optimisation, and
usability and user experience design.
Asia has a strong background for paid
search, but that is slowly shifting
towards organic search, as companies
begin seeing the value of those
campaigns, although the pay-off is not
immediate.
Once people are on the website, the
next question is how do we get them to
do what we want within the website?
That is where user experience design
comes in. Companies should look at
where frictions exist and what they
would like to offer, then design around
the user.
Site loading time and ease of navigation
are universal needs, but beyond that,
Asia is different from other parts of the
world. Asia is a fragmented market,
with multiple cultures, languages and
ways in which people go online. Thus,
we have to understand the local context
of what each person is looking for. An
experience that suits an English speaker
may not suit a Chinese one, simply
because of the language and the way
content is consumed.
Keyword-
driven
marketing
allows
companies
to drive
better results
Why Keyword-Driven Marketing is the Way to Go

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About the CMO Asia Summit 2013
This unique forum will take place at The Venetian Macao-Resort-Hotel, Macao,
China, 27 - 29 May 2013. Offering much more than any conference, exhibition or
trade show, this exclusive meeting will bring together esteemed marketing
professionals and solution providers to a highly focused and interactive networking
event. The Summit will include presentations on integrated cross-channel
communications, the evolving role of the Chief Marketing Officer and unleashing
innovation.
www.cmoasiasummit.com
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About Acronym Asia
Acronym Asia is the regional arm of New York-based Acronym, a global leader in intent-based marketing solutions, including paid
search, SEO, social media and digital analytics. Based in Singapore, we offer years of expertise working with international Clients
throughout Asia.
Our in-depth knowledge of the Asian marketplace has been proven to enhance global programs for leading enterprise brands
including Four Seasons Hotels & Resorts, Aberdeen Asset Management, Accenture, and Fairmont Raffles Hotels International.
www.acronym.com/company/asia
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To view the web version of this interview, please click here: www.cmoasiasummit.com/DavidShen