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Welcome to

             Dear Reader,

             Social media had in many ways a turbulent past year - not only due to the Cambridge
             Analytica scandal and Mark Zuckerberg’s congressional hearing. The fact is that a noticeably
             large number of social media users started to use closed channels more intensely, such as
             Facebook Messenger, WhatsApp and WeChat, which resulted in a decrease of organic reach
             and triggered brands to shift their budgets more to paid social in order to spread their

             Trust in social media is currently at an alarmingly low level and Facebook's announcement of
             working on a common technical platform for its chat services does not improve the situation.
             But social media’s immense reach, the widely propagated ease of ad booking, and the ability
             to accurately define target audiences are just a few of the factors that persuade many
             advertisers to bet their marketing budgets on social media, especially since it can be perfectly
             combined with other marketing channels.

             Anyway, this February, Asian eMarketing is dedicated to informing you comprehensively on
             things that are happening in the social media arena and we hope you enjoy the reading.

             Best regards,

             Daniela La Marca
             Editor-in-Chief, Asian eMarketing

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      2            February 2019 - Strategic Social Media, Influencer Marketing & Paid Media
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