Reimagining Southeast Asia’s Digital Marketing Leadership & Strategy For The New Paradigm
Kuala Lumpur, Malaysia, October 24, 2017 /PRWIRE.asia/ -- Outbound marketing has held sway for more than a hundred years. Paid advertising, whether in newspapers, on the radio, on TV and billboards, or across every webpage, has been business as usual even in the 21st century. This advertising amounts to an intrusion into people’s worlds – an interruption of their activities to demand their attention and instruct them as to what they should buy, usually through manipulating what they think, feel and do.
That time is at an end. Customers have become more savvy to the existing marketing channels, and ferocious competition has meant individuals have become very adept at switching off the ‘white noise’ of paid advertising – seeing it only as nuisance, never as opportunity.
The answer to this crisis is personalization. For businesses in South East Asia, this revolutionary new attitude to advertising represents an untapped opportunity. There is still space for businesses to become pioneers in omnichannel marketing, and deliver outstanding customer experience to their audiences.
Today, DMICON will be previewing some of the latest industry insights and inspirations on how brands can redefine their identities for the 21st century, creating a more responsive approach that allows brands to be what each customer needs them to be. Drawing on real life inspiration from this market will help to establish a new mindset among SEA business, enabling a convergence around a better style of post-modern marketing.
Success Stories Of Omnichannel Marketing
L’OREAL
L’Oreal is one hundred years old, and yet their marketing looks as if it was invented this morning, across more than 30 iconic brands.
They have created Snapchat filters that apply makeup to selfies, creating an augmented reality that previews their product in use with extreme personalisation.
They have created a YouTube channel with rapid-fire tutorials, teaching people how to contour in 20 seconds, solving problems and building confidence in their target consumers.
They have shifted from solely celebrity endorsements to more relatable influencers, moving with how their market has evolved.
When you talk to their marketing teams, they refer to this as “changing the way we tell our stories”, and that’s the most important thing to be learned from them.
New touch points, new strategies, new ways of engagement, all prioritizing the relatable, personal, empowering aspects of modern marketing.
SEPHORA
Sephora are using omnichannel marketing to create new, integrated experiences. Designed like a showroom, their new Toronto store offers people free makeovers using digital apps informed by Sephora + Pantone Color IQ touchscreen tablets. This allows the company to give personal recommendations to shoppers on what shades and brands of foundation, blush, and more they should be using. There is even a Fragrance IQ to allow people to discover new perfumes.
This seamlessly blends the digital and real worlds, with products available in store, after a journey guided by technology. The company talks about evolving the experience for the client, in response to shifts in consumer behavior.
The company has also developed Sephora to Go, a mobile app that emulates the knowledge of a personal shopping assistant to provide valuable recommendations. This app was developed after consumer data revealed shoppers used their smartphones to look for reviews while in store. The app is there to provide confidence in consumer decision making.
Their “pocket contour class” performs a similar function – people won’t buy products they don’t know how to use. The class provides real value for free, while showcasing the product advantages and filling in the knowledge gap, allowing people to feel confident in using the product. This both removes fear, and creates need.
By integrating their retail and online customer experience, they are enriching the brands impact on consumers in a way that directly benefits them. Selling products is now a small part of a whole world.
DECATHLON: eXperience
Decathlon is a worlwide sports store that has just opened a new location in Singapore. Unassuming and utilitarian, the store places its emphasis on products and an open-world, sandbox approach similar to popular games like Minecraft. You can try our or combine any items available, enabling you to bounce on the trampolines and ride bikes around the store.
Singapore’s head of marketing Clarence Chew is just 28 years old. He is part of the millennial market that promises to prove so lucrative in the decades to come. Instead of buying and carting large and unwieldy sporting equipment home, after negotiating queues at busy checkouts, individuals can try out everything they like, then place an order through an integrated platform and have the items delivered direct to their homes.
This new kind of hybrid online and real-world space has been described as “click and mortar”, allowing people to browse 13,000 products for sixty five different sports without feeling utterly overwhelmed. Using data collected from user experience in the industry’s third largest R&D facility worldwide is allowing the company to change their approach based on feedback, to align their provision with user behavior informed by Growth Hacking methodologies.
The ways in which these brands are transforming their approach to consumer-focused business is making clear the revolution that is about to hit the mainstream. Businesses can learn from these inspiring examples and action similar approaches for their own products and services.
The Three Commandments Of Omnichannel Marketing
Unification and Alignment – all teams and departments, from R&D to marketing and PR to customer services, must work together to help create the different dimensions that contribute to a single experience, based on the same information about customers, the same principles, and driving toward the same outcomes.
Data Analysis – Actions should be informed by data & analytics on user behavior, experience and feedback. Use data to analyze and assess problems and generate innovative solutions harnessing a combination of technology, staff and products.
Impact – With a vision and information informing action, obstacles to action must be removed or heavily streamlined to allow for rapid results. Things are evolving more quickly than ever, and maximizing alignment between teams, insights and actions will allow companies to more rapidly express compelling experiences.
Expressions Of These Commandments In Business
RCT Comms – make sure that in addition to reflecting the tone of voice and aspirations of the brand, communication is Relevant, Compelling and Timely.
Push Relevance – relevance is the first thing on this list, and it must be the first priority informing your approach to any business challenge. In omnichannel marketing, this means catering to a customer’s shopping habits, including when, where and how they like to shop. It means tracking customer data and keeping it accessible, so order history can be used to predict future needs and behavior. It means creating new products based on an analysis of needs currently being met, and needs being fulfilled elsewhere.
Loyalty – Creating an omnichannel campaign is about leveraging every touchpoint to create a sense of community and cohesion around a brand for warm followers and new audiences alike. A brand must be a mission and a personality, as well as a solution. Loyalty programs are the classic expression of this tendency, rewarding those who keep coming back for more. But much more can be done, and personalized experiences based on actionable insights around individuals will create the engagement that is now missing from traditional marketing.
A Huge Opportunity
Omnichannel marketing is an opportunity for us to reimagine and redefine what South East Asian business looks and feels like to consumers. It is also a cutting-edge world in which this region has the potential to lead the world. This in an opportunity not to be missed.
If you want to learn more about this augmented approach to leadership and strategy in the new age of consumer marketing, the Digital Marketing Innovation Conference (DMICON) is a 2-Day event in Kuala Lumpur, 29-30 November. At DMICON, the emphasis will be on Innovation, Leadership & Strategy, featuring Key Strategic Thinkers representing the region’s biggest brands, influencers, industry disruptors, and business change agents across all industries, from Indonesia, Malaysia, Singapore, Philippines, Sri Lanka, Hong Kong, Shanghai and more. For the latest, please visit: www.talentcap.com/dmicon
What Next In 2018? Riding the Wave of Digital Marketing Southeast Asia
Kuala Lumpur, Malaysia, October 10, 2017 /PRWIRE.asia/ -- Digital marketing revolution has long since taken place, and companies must now compete in a whole different world. The markets are more turbulent than they have been for generations, creating both opportunities and risks, and the pace of new product and service development has accelerated considerably.
Globalization and the digitalisation of many businesses is making the market more anarchic than ever, creating fierce competition where new players enter the game every day with something new and innovative to offer. This is all happening around you right now, and that means only one thing: stagnant businesses will die.
Today, we offer a preview of how the digital marketing landscape will look in the coming year, and how businesses can effectively catch the next great wave in digital best practice to keep pace with the competition and make themselves stand out from the crowd.
Before we begin, we’ll give you the marquee term for the next twelve months: omnichannel marketing.
This will be your key to audience development, conversion and business success in the future.
What is Omnichannel Marketing?
Omni (all) channel (touchpoints) – omnichannel simply means using every platform available to you to promote your products. The mastery comes in delivering a consistent experience across all of these platforms, and making that experience seamless.
Nowadays, individuals are starting their consumer journey on one platform, but may well complete that journey on a separate platform, device, or even in person. Someone may see an ad on Facebook on their phone during their commute, check out the website on their laptop when they get home, then visit the store to make a purchase.
Omnichannel really means every channel, and that includes new and emerging channels as well. Both virtual and augmented reality have emerged into the mainstream market for the first time in 2017, and can be used to create outstanding and unique customer experiences.
Ensuring you can guide people toward these actions across all of these different platforms with a consistent tone, messaging and brand is what makes omnichannel marketing so compelling.
The key to success in omnichannel marketing is effectively bridging the offline and online world, creating a consistent and cohesive campaign across all touchpoints, and most importantly, delivering a personalised experience.
Customer Experience
The primary objective of omnichannel marketing is to create a seamless customer experience. That said, this experience must also be positive and compelling. If you feel your business has had a lapse in strategic vision, making this the center of your efforts will doubtless help you reverse this trend in the coming year.
To begin creating a compelling experience, you need to know who your customers are, what your customers buy, and why they buy it. You need to understand their needs and fears, and how your products or services fulfill those needs and alleviate those fears.
There’s a wonderful scene in The Prestige that talks about the importance of showmanship (or experience) in selling a trick (or product) to an audience. Magic excites because it feels extraordinary – more real than real. It plays on the need to believe in something greater, on our in-built curiosity and imagination. In also alleviates our fear of the banal – that life is insignificant, ordinary, and terrifying. It gives hope, and childlike wonder. People don’t watch magic for the illusions, they watch it because of what it makes them feel. The experience. That’s how magicians ‘sell’ – how will you do it?
So, how do you go about finding all this out?
Big Data and Analytics
In order to better understand the people you are providing an experience for, you need to analyse data. Before, this market research would be difficult, time consuming, expensive, and riddled with problems in methodology. Now, Data & Analytics are more accessible than ever.
The current trend is to do away with trends – stop looking at data sets as a global analysis and start breaking them down into smaller niches that will give more clues as to how to compel people more specifically.
By crunching the data down, you can begin to provide 1:1 marketing – personalised experiences for individual clients. By following a person’s path across social media, websites, stores and even phone calls, and collating that data into a journey, you can better understand how to integrate that journey using originality, storytelling, and optimization.
The technology is now available to track these journeys, using machine learning algorithms to stitch together data from disparate sources. This enables you to remove roadblocks on your path to marketing innovation. It can even help you create better products.
Growth Hacking
The omni-ness of omnichannel marketing means that the flow of information created can go both ways. As well as understanding and providing better experiences for your customers, you can also utilize their feedback, insights and responses to shape and iterate your products and services.
This is known as growth hacking – pivoting quickly in response to rapid experimentation, identifying the most efficient way to grow your business in response to user needs.
Growth hacking can help you jump-start your business from growth stalls and stagnation, by throwing away your old assumptions and starting with a blank slate, with the direction dictated by concrete results.
Growth hacking borrows a lot of cues from the scientific method of testing hypotheses to collect data, then build actions based on the interpretation of that data. As in science, there is a lot of ‘failure’, but this is seen as an opportunity to learn and redirect energy in response to feedback. Failure isn’t failure, it’s the acquisition of knowledge that better illuminates the path toward better results.
Data capture and interpretation can help streamline this process. It provides the insight needed to use growth hacking methodology when developing every aspect of the business, from campaigns to products and services.
2018’s Holy Trinity
Omnichannel marketing, data analysis, and growth hacking. These are the three keys that will unlock greater success in 2018’s ferociously competitive market. Using this unique combination can transform your company’s processes in both public facing and internal applications. If there’s one takeaway from this article I want you to remember, it’s personalisation. The more you can deliver experiences that positively affect individuals in a real and meaningful way, the more success you will have.
If you want to learn more about this augmented approach to marketing and innovation, the Digital Marketing Innovation Conference (DMICON) is a 2-Day event in Kuala Lumpur, 29-30 November. At DMICON, the emphasis will be on Innovation, Leadership & Strategy, featuring Key Strategic Thinkers representing the region’s biggest brands, influencers, industry disruptors, and business change agents across all industries, from Indonesia, Malaysia, Singapore, Philippines, Sri Lanka, Hong Kong, Shanghai and more. For the latest, please visit: www.talentcap.com/dmicon
Iyashino Group Announces Today’s Baby Expo Appearance
Iyashino Group, an online health care store has announced their first participation in the 2017 Today’s Baby Expo. at Persada Johor International Convention Centre, from the 4th to 6th August 2017.
Johor Bahru, Malaysia, August 03, 2017 /PRWIRE.asia/ -- Iyashino Group, an online retail provider of family health care product (www.iyashino.com) has announced their participation in the 2017 Today’s Baby Expo. The exhibition will be held at Persada Johor International Convention Centre, from the 4th to 6th August 2017,and Iyashino Group will occupy booth no. 150.
“We are beyond excited to be presenting as an exhibitor at this year’s Today’s Baby Expo,” said Dr. CK Lim, the Executive Director of Iyashino Group.
“Thanks to raising health awareness among the population, prevention health care product has become one of the necessities not only among individuals but the whole family. Our company has played a role in leading the way toward using clinically proven ingredients like our Mama-Cares Natural Fruits and Vegetables Cleaner (ionized calcium) to protect the family members from harmful chemical substances such as pesticides residue, wax, artificial agents and bacteria that often presented on the fresh foods. We think keeping the fruits and vegetables as clean as possible is truly important. Simply because what we consume will become part of our body, it is particularly true for children who aged under 12 where over consumption of chemical substances from foods will certain impacting on their physical and mental development. If you ever seen the demonstration video we made by using the Mama-Cares, you probably would have pictured what you were eating if the fruit or salad is not washed with Mama-Cares.”
“The source of this powerful product (Mama-Cares) is originated from the ark seashell. It contains 100% natural source of ingredient where the manufacturing processes was only utilizing physical methods and without any chemical treatment involved. The powder form makes it easy for people to use and travel, more importantly the quality and freshness of the product is essentially easier to maintain after open as compare to old-fashioned liquid form cleaner which often packed with chemicals. On the side note, the seashell calcium in Mama-Cares is so safe that it has been classified as a food addictive. If you consume it by accident, don’t worry you will be fine. Live demonstration of the product will also be available during the expo and we are grateful for the opportunity to show exhibition visitors what we have to offer that can have great impact in their life.” As Dr. Lim added.
Today’s Baby Expo (Formally known as Mom & Baby Expo) is the largest Expo of its kind in Malaysia. To celebrate Today’s Baby Expo’s 10th Anniversary, Today’s Baby Expo is rolling out its first loyalty program aptly called Today’s Baby Rewards Points. Shoppers can now collect points from every Today’s Baby Expo nation tour 2017. A total of One million (RM) worth of products has been allocated for redemption.
As Dr. Lim continued, “From our eminent joint’s care product Tamagosamin to our newly launch Mama-Cares Natural Calcium Cleaner, Iyashino Group offers only the best solution in its class. Our products give people a new reliable and effective solution or even a new life in many instances. We can’t wait to show the visitors across the country what we have to offer and how we can help them address their daily health concerns in the most effective way.
Contact Information:
Organization: Iyashino Group
Website: http://www.iyashino.com/
Phone Number: +6016 613 8513
Email: info@iyashino.com
Address: 21, Jalan Perindustrian SIS 1, Taman Perindustrian SIS228, Beranang 43700, Selangor, Malaysia.
CO3, Probably South East Asia’s Coolest Office Launched in Malaysia
Selangor, Malaysia, July 28, 2017 /PRWIRE.asia/ -- Malaysia based co-working space startup CO3 Social Office officially launched their first office location in Puchong, Malaysia today. The opening of the Puchong office marks the completion of the first out of five offices the company had planned.
Early this year, the startup revealed their ideology in Connexion at Nexus, Bangsar South. During the 1,500 people event, the team from CO3 presented their plan to deliver the “coolest office in Malaysia” by June 2017. In the same event, they had also announced the plan to open 5 offices in 12 months.
“We have said it, now we have done it”, said Yong Chen Hui, Founder & CEO of CO3 Social Office. “The journey wasn’t easy but our aspiration took us here.”
“We have said it, now we have done it”, said Yong, CEO of CO3
In celebration of the first workspace opening, the team organised a weeklong celebration including two housewarmings, a grand opening ceremony, and an exclusive social gathering with Bruneian artist Goh Kiat Chun or better known as Wu Chun. Now a full-time entrepreneur, the ex-singer Wu Chun is the non-executive director of the newly launched co-working space. As part of the weeklong celebration, the 44-year-old entrepreneur shared his rich experiences in entrepreneurship with a group of young influencers.
Wu Zun, one of CO3 co-founders having a sharing session with Malaysia's top social media influencers
When asked about the differentiating factors that set CO3 apart from the existing co-working offices in the region, Yong brought up an interesting point. The “heartware” he said. He explained that besides the hardware (the facilities) and the software (the mentor supports and business networks) which almost every co-working office provides, CO3 social office is promoting an intangible spirit called the “heartware”.
It’s made up of 3 key elements namely freedom, dignity, and trust. “We allow ideas to travel freely within this space, we promote the concept of same rank where everyone has their own space, and we want to build trust within the members,” he added.
The spirit of CO3 is to allow free travel of ideas between the members
Further embodying the spirit of “heartware”, this co-working space allows flexible leasing for as short as a month and an adopted honor system for the food and beverages in the workspace. Additionally, all the net proceeds from the honor system will be donated to charitable causes.
Built upon CO3’s honor system, members pay for their food and beverages without any supervision.
With millennials slowly taking over the workforce, talent attraction and retention is more challenging than ever. Hence the company is confident that augmenting the importance of human-centric “heartware” will be an alternative solution to talent retention.
Yong giving a speech on the importance of "Heartware".
CO3 Social Office also positioned itself as a unique concept that can be implemented in existing corporate environments and real-estate locations, improving their appeal to the new generation of white collar professionals, on top of optimising the utilisation of their existing assets.
Jeff Ong, Executive Director of CO3 explained that many offices have unutilised real estates like meeting rooms or under-utilised real estates like manager rooms. Co-working space helps companies to turn these real estate cost into revenue.
CO3 maximizes the value of real estates by having shared meeting rooms, brainstorm area, and other facilities among the members.
On the day of the launch, Yong also revealed that the 22,000 sq feet working space has achieved more than 80% occupancy, with 200 members from various professions including the legal, corporate secretary, production house, event, media, and tech startup industries. CO3 Social Office is not just the coolest office in Malaysia, but it’s also the largest of its kind in the region. Believing in the concept of constant growth, the team had planned to outdo their current accomplishment. Yong stated that this first office is built to prove the concept of co-working area in Malaysia. Ready to achieve their next goal, they are eyeing their second location which will take up 80,000 sq feet in a 5 storey building. The location is 4 times larger than its predecessor and is said to be along Jalan Semangat. When asked about the remaining 3 locations, Yong explained that scouting process is ongoing. Though the exact locations are not finalised, the team is looking to complete these locations by Q2 2018.
More shots of CO3 Social Office:
A bright red plane in the middle of the office to usher the members TO FLY.
CO3 comes with an assortment of entertainment & relaxation facilites.
No short of good foods & beverages in the premise.
For more information, please visit http://co3.co
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A special report by PRWIRE Asia.