SINGAPORE, June 10, 2013 - (ACN Newswire) - You see them everywhere. The young professional with his hands glued to his smartphone, checking online news and browsing business apps across from you on the bus. The twenty-something buddies in the Japanese restaurant, enthusiastically sharing photos of their diet through Instagram. And your teenage daughter, the multi-tasking wizard who can juggle through her homework assignments while browsing YouTube and 9GAG on her sleek Mac.
They are the "Digital Generation." Born after the early 1980s and mostly made up of the Millennials, they are raised with digital technology as their sixth sense. They are a generation of early adopters with passion for innovations and they often set trends that will eventually permeate into the rest of the market.
With more than half of the Asian population under the age of 35 (including 52.8% in Singapore and 60.5% in Indonesia, as reported by the Bureau of the Census' International Data Base), there's no surprise that the Digital Generation is one of the most attractive and dynamic markets for businesses in the region.
However, this market also proves to be a hard nettle to crack. Market your brand wrong and they are quick to detect it, post negative reviews and announce it to all 3,695 of their Facebook friends. No longer passive receptors of marketing messages, this segment favours brands which are able to earn their trust and converse with them on their natural, rapidly-evolving, digital environment.
"Traditional media still reaches a lot of them but is losing the power to engage with them," said Gautam Dutt, Managing Director, Digital Services, Southeast Asia of Havas. "Mobile device and social media are the current media that young netizens are engaged with the most; mobile because it's their constant companion and social because the need to be in touch with their social group is very strong for this age group."
"It requires a significant change in mindset as we are now required to listen and engage with our consumers. We are playing catch up with them and it is not easy since the technology and media are fragmenting at rapid speed," said Azalea Aina, Country Digital Manager of Unilever Indonesia.
Samuel Jacoba, Southeast Asia Strategy, Ideation and Social Media Lead for Intel, adds, "Millennials have one of the shortest attention spans in the history of man. This generation continues to befuddle marketers who have tried all tricks to get social and offline reactions that they hope will lead to sales and advocacy."
The Millennial netizens are the consumers of today and of the future. Once a brand clicks with their hearts and minds, the company can tap into a lifetime of loyalty. In order to remain relevant, marketers need to push the boundaries and dare to innovate. One of the main challenges is to continuously involve the consumers and nurture them into brand passionistas.
Rizky Muhammad, Telkomsel's Head of Media Channel, sums it all up: "Brands can no longer get their attention through conventional marketing. It's no longer marketing to the consumer. It's marketing by the consumer. How Telkomsel differentiates in this era is through digital storytelling and making the customer part of the brand."
In recognising the above challenges, Pacific Conferences has organised a 2-day conference on "Marketing to the Digital Generation," to be held in Singapore from 29 - 30 August 2013 and Indonesia from 5 - 6 September 2013.
Key conference highlights include developing engaging content, identifying co-creation opportunities, leveraging on key influencers, as well as cultivating social media communities. Experienced practitioners across various industries will also share cutting-edge strategies such as social CRM, mobile interaction, augmented reality and experiential marketing.
This year's conference brings in case studies on companies such as Unilever, Lenovo, Intel, Hewlett-Packard, Scoot, Telkomsel, Martha Tilaar Group, Keraton at the Plaza, Red Bull, Zalora, Groupon, Yahoo! Flickr, W Singapore-Sentosa Cove and many more.
Event Details
Title: Marketing to the Digital Generation
Date & Venue: 29 - 30 August 2013, Grand Copthorne Waterfront Hotel, Singapore
5 - 6 September 2013, InterContinental Jakarta MidPlaza, Indonesia
Organiser: Pacific Conferences
Full programme can also be found at: http://www.conferences.com.sg/conf-my9.htm .
Contact:
Ms Leah Katigbak
Tel: +65 6592 7353
Email: leah@conferences.com.sg
Topic: Trade Show or Conference
Source: Pacific Conferences
Sectors: Trade Shows
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