MarCom Tech: The Dawn of a Technology-Centric World

We will explore the changing world of Commerce, as we move beyond Omnichannel retail, to Convergent Commerce. Using examples from around Asia and the world, we will showcase how at the same time as the number of UI/UX integration, information seeking, comparison, validation & review, purchase channels as well as touchpoints are increasing, digital and physical environments are converging.

The transformation of the communication landscape from traditional media - print, television, and radio - to digital media wasn't just a revolution in terms of message delivery, it was an indicator of the profound transformation of audience habits. Understanding this change is key to staying relevant in the eyes of your customers. How does the changing medium affect the message? What foundational rules remain the same, and what new rules must be internalised in order to be noticed? And how can marketers keep themselves updated on new technologies, methods, and trends so that they don't fall behind in the future?

Strategic Marketing through online means to communicate our brand story, our DNA and our niche had given our products super results in reaching out, awareness level, raised confidence level of consumers, plus most importantly, continuity and sustainability of our sprawling businesses.

When I attempted to embrace IOT. Online and etc as the primary means of marcomm, the resistance, pessimism and “business as usual” were essentially what we have to engage and create the buy-in from our internal stakeholders, Board and management.

As industry practitioners, we ought to share these challenges with the public, to create the awareness and acknowledge the importance of planning, implementation, engaging our stakeholders to execute such journey partnering the mainstream media and medium platforms The industry could definitely continue pushing for such successful stories to create more awareness, making our businesses more efficient, effective and create more business opportunities for our many other related media and communication associates and partners. Raising the bar for best practices which we could bring to the global platforms, start-ups!

It takes a lot of failed attempts and experiments to attain a successful formula, with empathy, knowledge, engagement, management savviness to have such ecosystem for success.

The past 2 years has accelerated digital transformation and the marketer's and brands ability to be agile and adaptable to constant change. As we move towards endemicity, customer's behavior, loyalty and awareness has changed tremendously where customer’s perception of a brand is more inclined to value-driven with empathy and compassion instead of the focus on the product and services only. With these new landscapes, key questions moving forward: How do we measure brand success? What parameters should we use? And, what is deemed as the right marketing channels?