SINGAPORE, July 16, 2013 - (ACN Newswire) - The Millennials are one of the most challenging yet rewarding target audience of APAC marketers. Born with technology as their sixth sense, these "digital natives" are a generation of early adopters who shape trends that will eventually permeate into the rest of the population. With more than half of the APAC population under the age of 35 and their ever-increasing buying power, opportunities are boundless.
However, this market also proves to be a hard nettle to crack. Samuel Jacoba, Intel's Southeast Asia Strategy Ideation and Social Media Lead, shared, "Millennials have one of the shortest attention spans in the history of man. This generation continues to befuddle marketers who have tried all the tricks in the books in hope that it will lead to sales and advocacy."
Proliferation of digital platforms and new media channels add complexity to the already challenging task. Marketers now face the challenge to develop strategies to engage the "digital natives" through strategic platforms such as mobile devices, augmented reality and experiential marketing.
"There has been a big change in the way young netizens consume media. They gravitate to new technology which makes it difficult for big brands as these media tend to be niche," said Gautam Dutt, Havas' Managing Director of Digital Services, Southeast Asia. "They want content at the time and place of their choice, which is very different from the established model of TV and print, the main mass media in Asia."
The Millennials are non-conformists, and in order to remain relevant, marketers need to push boundaries and dare to innovate. Co-creation might be a good option as shared by Rizky Muhammad, Telkomsel's Head of Media Channel: "Brands can no longer get their attention through conventional marketing but must work hard to earn their attention. It's no longer marketing to the consumer. It's marketing by the consumer. How Telkomsel differentiates in this era is by making the customers a part of the brand."
To address the above challenges, Pacific Conferences has gathered key experts on "Marketing to the Digital Generation" conference, to be held in Singapore from 29-30 August 2013 and Indonesia from 5-6 September 2013.
Drawing from case studies of 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 others, leading practitioners will share cutting-edge strategies such as co-creation, influencer engagement, brand rejuvenation, social CRM, content storytelling, mobile engagement, and experiential marketing.
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/s1421-my9-32a-p.pdf
Contact:
Ms Leah Katigbak
Tel: +65 6592 7353
Email: leah@conferences.com.sg
Topic: Trade Show or Conference
Source: Pacific Conferences
Sectors: Trade Shows
https://www.acnnewswire.com
From the Asia Corporate News Network
Copyright © 2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network.
|
