INSIGHTS

October 9, 2019

As marketers, we are always looking for the best medium to boost our reach. While online marketing tools offer swift visibility and immediate performance tracking, direct mailing is still widely used by many leading brands. The reason? Effective engagement, especially...

As 2019 flies by, many brands are already looking at seasonal opportunities that the second half of the year can bring, particularly in the gifting space with so many festivities coming up.  Instead of repeating what’s been done before, here are five innovative touches...

May 31, 2019

Long story short: If you are not the first search result on Google for your industry's top keywords, then you are missing the opportunities for your customers to find you when they most want to, worse still, your competitors are getting your business.

Forget about buzz...

March 1, 2019

GIRL POWER. It is the battle cry heard around the world, peaking in recent years through the exposure of various movements through the media. Now, more than ever, women are starting (and ending) conversations about access to education, sexism and gender bias, women's h...

February 11, 2019

Video is everywhere.With brands clamouring to learn more about what makes the real digital natives aka Gen Z-ers tick (move over millennials!), it looks like the medium of video has gotten more powerful than ever. According to a study done by Hubspot, 55% of people pay...

November 30, 2018

Once companies dominate their local market, no matter the industry, a plausible source for growth comes from international expansion. While on the surface this seems fairly straightforward, there are tremendous obstacles to overcome in order to be successful across a r...

August 15, 2018

Until recently, the most broadly accepted criteria for identifying influencers has been a quick review of open metrics across influencer profiles; size of following, network engagement, and post content brand / campaign relevance. At Icicle, this is now only the beginn...

July 25, 2018

When I think about Chinese brands, Alibaba and Tencent would immediately spring to mind. Both are eCommerce and internet value-added services platforms in China.  In a short space of a little over 10 years, these two giants have achieved remarkable success, but mostly...

July 4, 2018

Brands can no longer be focussing on developing their own narratives, but to create the necessary opportunities for consumers to experience the brand, and if the experience is worthy enough, the consumers will spread the word on your behalf, but always at their own wil...

June 22, 2018

Recently, I ran into one of the top mobile / telco marketing executives in Hong Kong, and got a quick low-down on how the industry has transformed, and how it has become terribly challenging to differentiate from competitors to produce real business results through tra...

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