How to deal with the empowered consumer

The empowered consumer is what marketing in Singapore in 2022 will look like. It has already happened in some industries but this theme will explode in the next ten years.

1. The future is in Asia

2. The right data, people, tools and technology to execute!

3. Manipulation of data and consumer insights will be critical for any savvy marketer

4. New markets, new media and application of the right technology will be vital to remain
competitive

5. Multi-channel marketing – being able to marry (online + offline) and technology to measure and manage

Data is the New Creative!
While most marketers can present fancy analytics to WOW business to be best you will need to be able to build a single view of the customer. Importing ‘offline’ (POS) and merging with ‘online’ (Social, Web) data will provide a bigger, better picture and only then will you have a clear overview of customers to leverage, cultivate relationships and create opportunities.

Change is the only thing constant. We have learnt a lot in the last few years and we know that everything we have learnt is going to be redundant in the next 6 months and we will have to be learning all over again!

Measurement
With the proliferation of devices and content and data the big issue will be around media measurement and customer insight and analytics, then being able to measure ROI and customer value, behaviours over multiple screen, devices, and platforms. Doing more with less will be the key, and developing strategy around the core data that is captured on customers profile and spending behavior and being able to leverage this data!

Relevance
There is no point in technology for technology’s sake; it must satisfy core human needs and desires.

The digital revolution is being embraced, so that we can enjoy more exciting, more connected and empowered lives. Marketers must continue to focus on satisfying core needs of the customers, not merely incorporating the latest ‘shiny new object’ with no strategic or relevance.

One of the biggest issues the Future of Advertising is how to deal with a more empowered consumer. Television viewers are no longer forced to sit through commercials. Using on Demand or DVR, they can zip right by them.

A Google search, meanwhile, returns ratings from countless independent sources for just about any conceivable product.

Time will tell but most important of all media is still about people and about making people’s lives better, more exciting and more fulfilled (why Apple is one of the most powerful brands in the world).

Marketing will always be about telling stories and creating uplifting brand experiences – the challenge for marketers is deciding what we use and how we use it to tell those stories! If in doubt – learn quickly, fail fast and if it’s not working move on and innovate to the next thing!

There is no point in technology for technology’s sake; it must satisfy core human needs and desires.

The digital revolution is being embraced, so that we can enjoy more exciting, more connected and empowered lives. Marketers must continue to focus on satisfying core needs of the customers, not merely incorporating the latest ‘shiny new object’ with no strategic or relevance.
One of the biggest issues the Future of Advertising is how to deal with a more empowered consumer. Television viewers are no longer forced to sit through commercials.

Using on Demand or DVR, they can zip right by them. A Google search, meanwhile, returns ratings from countless independent sources for just about any conceivable product.

Time will tell but most important of all media is still about people and about making people’s lives better, more exciting and more fulfilled (why Apple is one of the most powerful brands in the world).

Marketing will always be about telling stories and creating uplifting brand experiences – the challenge for marketers is deciding what we use and how we use it to tell those stories! If in doubt – learn quickly, fail fast and if it’s not working move on and innovate to the next thing!