DECEMBER - 2022MARTECHOUTLOOK.COM8IN MY OPINIONVincent Niou is the Vice President of Data and Technology at Essence with an experience in programmatic planning and data strategy. In 2019, Vincent was listed as a rising star in the areas of marketing and communication by Campaign Asia-Pacific magazine in the 40-under-40 column. He was also named the winner of Ad Tech Rising Star at The Wires APAC the same year.In an exclusive interview with Digital Marketing 2022, Vincent shares his valuable insights on the prominent trends, challenges, and his experience with mobile marketing.PROMINENT TRENDS IN THE MARKETEven though many extensive technological developments and numerous solutions are being put forward, they fail to address the issues completely. This is because the challenges keep changing along with the market space. These affect how marketing consultancies go forth and make recommendations to their clients. However, I see this as more of an opportunity than a challenge. In such situations, businesses need to be very flexible in terms of adjusting and updating their current best practices and re-plan what they would recommend to each client. The prominent trend that marketers and agencies are currently adopting is being aware and up-to-date about various technology and tools, and rightsizing in terms of their client needs. It is important to educate them as all marketers do not spend much time in the space as they have other things to manage. Marketers today are focused on instant results, which is impossible in this field. Every return of investment takes time to get reflected.CHALLENGES IN MOBILE MARKETINGThe major challenge businesses face in the current market is finding talent. Technology in marketing and advertising is MOBILE MARKETINGTHE VOICE OF FUTURE MARKETINGBy Vincent Niou, VP, Data & TechnologyVincent Niou
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