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| Social media will lead brands in the pursuit of effective brand engagement in this digitally driven world |
SINGAPORE, June 30, 2011 - (ACN Newswire) - As consumers become more and more adept in consuming information irrespective of channels, brands need to do more than just utilise social media to connect with customers on multiple touch points. Social media is another platform to add on to the existing plate of marketing communication tools but without a long-term game plan to incorporate it with marketing communications programmes, business processes and corporate structures, it will be difficult for brands to achieve sustainable brand loyalty.
As Charlie Pownall, Lead Digital Strategist for Burson-Marsteller says, "Marketers must approach social media as a strategic investment in the long-term reputation of their brand, rather than as a short-term promotional fix. They must also ensure that social media is not treated as an add-on but as a core component of brand planning and management from the outset."
Furthermore, as the digital community evolves, so too do consumers. They are more open to enthusiastically sharing content, word-of-mouth recommendations and participating in brand experiences if they are truly able to connect with the brand's persona.
Edith Bagda, Marketing Director of John Hardy, says, "The increased transparency through digital media forces brands to a seamless integrated marketing strategy. But they are met by a consumer that is more and more able to conceive a brand as a multifaceted persona: the personality of the designer of its products, its virtual blogger and tweet character and the corporate expression on the website. The challenge today is to create a sound character represented appropriately at each touch point with relevant brand and non-brand content."
Pownall and Bagda, among other experts in the industry, will be addressing these issues and more at the 2-day conference on "Integrated Marcoms & Social Media" held in Hong Kong, 25 26 July 2011 and in Singapore, 28 29 July 2011. Key conference highlights include understanding how to capitalise on the power of online socialisation and how changing dynamics in consumer behaviour, interactive channels and cultures shape brand communications in the region.
The conference, chaired by Gaurav Mishra, Director of Digital and Social Media of MSLGroup Asia, will also showcase how leading brands including Prudential Corporation Asia, John Hardy, Burson-Marsteller, TBWA, Mindshare and Fuji Xerox reach social media maturity, build an integrated brand solution with partnership marketing, harness technology for integrated interactions and develop social media objectives, organisations strategies and plan for global and local implementations.
Delegates can also expect to learn crucial points to create personal brand experiences on integrated digital channels to enhance brand engagement and drive brand and commercial success. Above all, they will understand how to prepare a roadmap plan with integrated joint touch points and how to evaluate the ROMI.
Conference Details
Title Integrated Marcoms & Social Media
Date & Venue: 25-26 July 2011, Regal HongKong Hotel, Hong Kong
28-29 July 2011, Sheraton Towers, Singapore
Organiser: Pacific Conferences
Full programme can also be found at: http://conferences.com.sg/s1384-imc8-01j-p.pdf
Contact:
Ms Leah Katigbak
DID: +65 6372 2216
Email: leah@conferences.com.sg
Topic: Press release summary
Source: Pacific Conferences
Sectors: Trade Shows
https://www.acnnewswire.com
From the Asia Corporate News Network
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