In the Asia-Pacific region where social media applications are preferred, a marketer?s first priority should be having a mobile-responsive Web site, according to a study from Waggener Edstrom Communications showing that effective content is a cocktail of geography, platform, industry and device.

The study, ?Content Matters: The Impact of Brand Storytelling Online in 2015,? which surveyed consumers and industries in nine Asia-Pacific markets, found that while consumers want cross-channel experiences, the dominant platforms shift according to industry and geography. The results point to the importance of establishing a strong ecosystem while debunking views of content as a sole panacea. 

?A Web site that is mobile responsive and content are key for a lot of reasons, even if we?re talking about markets where social media apps are preferred,? said Ken Wisnefski, founder and CEO of WebiMax. 

?We have markets where people are going right to the source, so blog content is a huge factor, and that content needs to live somewhere that is easily read on mobile devices, if that content has any hope of being shared over social media channels.

 

?We have markets where people primarily turn toward social media and messaging apps like WhatsApp, WeChat and KakaoTalk, but we have influencers on social media who have to have a source of information to have something to either share or say, so that comes back again to the content,? he said.         

 

In a takeaway for marketers, the study indicates that traditional computers and smartphones are at the top rankings for accessibility and preference in Asia-Pacific markets.  

However, people have more access to mobile than to traditional computers, and that preference is surely going to shift towards smartphones as well. 

The report explored the correlation between devices and social media platforms as it related to purchase behavior, revealing the factors that drove consumer brand advocacy and how those dynamics varied across industry and geography in Asia-Pacific.

 

The study surveyed more than 4,000 consumers in the markets of Australia, China, India, Indonesia, Hong Kong, Malaysia, Philippines, Singapore and South Korea.

It covered the industries of beauty, consumer electronics, finance and banking, food and beverage, healthcare, mobile devices and tablets, personal care, restaurants and dining, and travel and tourism.

Although cross-channel experiences via an ecosystem of online and offline touch points are the order of the day in the region, platforms shift by industry and geography. 

In South Korea, for example, regardless of industry, blogs dominate purchasing decisions. In the Philippines, social media carries the greatest purchase influence. 

And in the major Asia-Pacific markets, corporate Web sites are key for finance and banking decisions, while restaurant and dining purchases rely most heavily on word of mouth.

Although Facebook and WhatsApp currently dominate the region, the third most preferred social network is different in almost every market. 

Singapore consumers are hot for Instagram, Indonesians love to tweet, and China is bonding via WeChat. 

Furthermore, willingness to engage with brands and motivation is market-led. For example, access to discounts is the key reason consumers follow a brand in Hong Kong and Indonesia.

In China, it is simple love for the brand; in India, it is because consumers find the content inspirational. 

What this means for campaign design is Southeast Asia should be promotion-led, while marketers will need to focus on brand in China and charm in India.

The differing content ingredients raise challenges for marketers.

?One challenge, which I would consider a function of marketing, is that initial overhaul towards mobile compatibility,? Mr. Wisnefski said. ?I wouldn?t put marketers in charge of this mechanically, of course.  

?The other challenge is of course is developing bold quality compelling content that people will want to share,? he said. ?Compelling content that is sharable, readable and informative provides immense opportunity for brands.?