Careful integration of offline and online channels will aid marketers in reaching out effectively
Online PR News – 24-February-2011 – – SINGAPORE, 24 February 2011 – As the marketing landscape in Vietnam progresses, customers are increasingly discerning about the brands they choose and which ones to stay loyal to. The high internet penetration rate, at least in the city, has presented marketers with an additional medium to reach consumers. However, consumers that have been exposed to a barrage of international brands and campaigns have also grown to expect increased engagement from brands.
Consumer engagement and message consistency are key in attracting potential customers and keeping existing ones. Brands have to optimise their marketing reach by firstly assessing what their most effective offline and online mediums are, then working out how to integrate these channels to communicate a consistent message to their target audience. By identifying the right mediums and ensuring that their use is well synchronised, brands can increase consumer engagement.
Despite this, many marketers continue to use the increased number of channels as a way to reach an even greater pool of consumers who may not necessarily be interested. Consider the increased use of digital – developing and integrating a digital strategy into the communication mix is not merely about adding digital channels to an existing suite of media; marketers have to apply the same principles as they do to traditional media and determine their target audiences’ most preferred channels.
Nikolaus Ong, Asia Pacific Digital Strategist of MRM Worldwide (McCann Worldgroup) reiterates: “Many brands today continue to treat each customer touchpoint as separate channels when planning and implementing without the best use of integration, and in many cases with digital channels as an afterthought. It’s time for brand custodians and marketers to rethink their planning efforts around multichannel marketing.”
Ong will speak at a 2-day conference on “Integrated Marketing for Greater Customer Engagement in Vietnam” that will discuss how data analysis, new communication strategies, channel integration and the use of ROIs to evaluate marketing effectiveness can help marketers improve and better manage customer relationships.
Title: Integrated Marketing for Greater Customer Engagement in Vietnam
Date & Venue: 21 – 22 April 2011, New World Hotel Saigon, Ho Chi Minh City, Vietnam
Organiser : Pacific Conferences
Contact Person : Ms Tu Kae Yun
Tel : (65) 6372 2249
Attachment: Full Programme
Full programme can also be found at: www.conferences.com.sg/V4206-IMV2-21A-Q.pdf