The Water Cooler: What's Resonating with APAC Marketers

October 5, 2019

LinkedIn Water Cooler

The concept of a water cooler that colleagues gather around to chat these days feels a bit antiquated — on a 90s TV show with canned laughter and bad haircuts. Times have certainly changed. 

These days, technology and platforms like LinkedIn enable us to share our thoughts and engage with professionals the world over, on topics that stir debate and discussion that would have ordinarily only been possible to have at the office or at Friday night drinks (when you’ve run out of other clever things to say). 

In our first APAC edition of The Water Cooler, we've focused on what senior marketers in India, Singapore and Australia have engaged with most over the last three months on LinkedIn. 

In order to identify the topics and posts that are resonating with marketers, we’ve used a metric called the LinkedIn Engagement Index, which is a measure of Senior Marketer engagement relative to the  overall LinkedIn audience in each geography. It reveals the content that marketers are particularly interested in because of their role, screening out more general content that is popular across all members.  

For those in marketing, it should be no surprise that internet growth and social media has drastically changed the media landscape in recent years and it is clearly evident from the most popular topics from this quarter. These topics include: 

  • Social Marketing 
  • Mobile Advertising 
  • Video Advertising 
  • Banner Ads 
  • Search Engine Optimization 
  • Web Analytics 

And the marketing topic that topped this list was Content Marketing.  

In the pursuit of creating great content marketing strategies, marketers continue to engage with content on the topic (irony and inception not withstanding) to understand how to it may be best used in the endeavour to meet their business objectives.  

Though many marketers, particularly in B2B, have come to appreciate the power of content, many are still looking to understand its potential and how it is differentiated from other strategies, which is clear from the below list of popular articles about Content Marketing. 


  1. Content Is NOT the Same as Content Marketing By Michael Brenner 
  2. Is Your Business Confusing Product Marketing And Content Marketing? By Udi Ledergor 
  3. Ten Content Marketing Hacks To Drive A Better Customer Experience By Shep Hyken 
  4. 4 Tips for Creating Interactive Content By Chris McCormick 
  5. Why I’m Placing the Biggest Bet of My Life on Content By Pearl Collings 
  6. 7 B2B Content Marketing Tactics You Need to Start Using Today By Shane Barker 
  7. 50 Content Marketing Influencers and Experts to Follow 2019 By Lane Ellis 
  8. 5 Content Marketing Tips To Help You Connect With Your Audience By Krystle M. Davis 
  9. How to Create an Instagram Content Plan for Your Business By Lilach Bullock 
  10. What Content Really Engages? The Inside Scoop From 30 Marketers By Ann Gynn 

While we are talking about the most popular topics for this month, it’s also noteworthy to look into which topics have shown the highest quarter-on-quarter engagement growth for the audience, compared to April-June 2019. 


  1. Product Placement 
  2. Media Monitoring 
  3. Marketing Technology 
  4. Influencer Marketing 
  5. Targeted Advertising 

These areas of marketing continue to sustain plenty of attention and discussion as new approaches enter into the media mix, and the effectiveness of new channels such as influencer marketing come into the fore. In addition – with ongoing debate concerning the merits of broad vs targeted advertising fuelled by heavyweights such as Byron Sharp and Mark Ritson, it’s no surprise engagement around this topic continues to surge. 

A selection of the most engaging articles on LinkedIn for Marketers and Communications Professionals from the last month are listed below by country (in case you missed them!): 


  1. Myleeta Aga to lead content for South East Asia and Australia at Netflix by Anirban Roy Choudhury 
  2. Raj Nayak announces launch of House of Cheer from Campaign India  
  3. How Unilever Is Changing the Face of the Retail Experience by Jillis Jacobs 
  4. Bhavana Mittal appointed Head of Media & Digital at RPSG Group - Exchange4media published by exchange4media 
  5. Because We Challenged Marketing... by Venugopal Ganganna 
  6. Karan Shroff quits Xiaomi, joins edu-tech start-up Unacademy as VP-Marketing published by 
  7. Zomato launches video streaming service to take on Netflix, Amazon Prime, Hotstar by Rashi Varshney 
  8. The Sophisticated Marketer Quarterly from LinkedIn 
  9. Decathlon overtakes Adidas, Nike in sports gear retailing by Sagar Malviya 
  10. Alibaba Ignores Paytm & Decides To Launch A Fully-Owned Ecommerce Business In India by Mohul Ghosh 


  1. Standing Out Is The Key Brand Challenge – That’s Why Great Brands Play With Their Codes by Mark Ritson 
  2. The First Complete View Of Australia’s Video Consumption Habits published by Facebook 
  3. Cadbury’s Brand Purpose Is Just ‘Woke-Washing’ by Mark Ritson 
  4. 2019 Emerging Leaders Revealed published by AdNews 
  5. Carlton & United Breweries Appoints New VP Of Marketing by Josh McDonnell 
  6. Myer Shares Surge As It Records First Profit Growth In Nine Years by Dominic Powell 
  7. Why You Should Cancel All Your Meetings by Hans van Leeuwen 
  8. Boy Bullied For Homemade Tennessee Shirt Has Logo Become Official Design by Jon Haworth 
  9. 2019 Women Of Influence Are Champions Of Reinvention by Hannah Tattersall 
  10. It's Later Than You Think by J.R. Storment 


  1. Inside McDonald’s brand turnaround in Singapore by Jennifer Faull 
  2. Gojek names new group CMO, beefs up global marketing team by Avelyn Ng 
  3. How Unilever Is Changing the Face of the Retail Experience by Jillis Jacobs 
  4. Myleeta Aga to lead content for South East Asia and Australia at Netflix by Anirban Roy Choudhury 
  5. Fanta names MediaMonks lead agency to amplify and grow brand in SEA by Janice Tan 
  6. Apple VP Nick Law on the future of creative agencies by Alex Jenkins 
  7. BBH bids goodbye to long-time client IKEA in a classy Facebook post by Avelyn Ng 
  8. Mumbrella Asia Awards shortlists revealed after judging 1st round & diverse entries from across region from mumbrella 
  9. An inspiring story of Unilever's Nitin Paranjpe by Sreeni R Gali 
  10. Colin Kaepernick's Nike ad wins Emmy for outstanding commercial by Amir Vera 

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