Cupcake Conversations @ DMA 2018
Cupcakes—they come in small bites, many flavors. Lathered in cream, layered with fillings, and topped with the best of fruits and nuts, they look gorgeous, smell divine, taste heavenly, and most of all leave you feeling sated.
And so did those small, in-between conversations I had last week at the Shangri-La (Singapore) during the two-day Digital Marketing Asia 2018 event—over ubiquitous servings of their cupcakes, of course.
The audience members at the event were surprisingly diverse—from across the region and many different industries. In retrospect, that probably lent a whole lot to the array of topics covered at the conference, the panel discussions, and our mini asides during the breaks.
I had, for instance, this interesting discussion with a group of women from three different countries around how video content has universal appeal. Yet, each of us had a different perspective on how it is consumed by the different audiences.
For some verticals, like media and entertainment, there is value in investing in long video formats, such as documentaries, targeted specifically to niche audiences. For others, for instance in retail, it makes sense to focus on short formats that can be viewed on the go. The key is to know your audiences and their behaviors in order to serve them better.
On quite another note, digital transformation was the crux of many of my conversations and some conference presentations too. Digital advisories in attendance at the conference shared how most organizations— big and small —are keenly aware of and raring to adopt transformative initiatives to keep up with their audiences. What they need is help in assessing where they are, strategizing where they want to go, and plotting how to get there in a structured, phased manner.
All of which aligned quite well with our take on omnichannel marketing at the conference. We spoke about knowing your audiences for contextual customer engagement today, the pitfalls, the opportunities, and how emerging technologies like the data blockchain could be transformative marketing solutions. Needless to say, our booth had a lot of visitors eager to explore how to leverage omnichannel marketing and blockchain to stay ahead of the curve.
At the end, I’d say my cupcake conversations showed me the varied expectations, focus, and digital trends across Asia. They gave me a taste of the different perspectives, digital appetite, and market strategies out there. And, they left me feeling full of ideas, insights, and new perspectives.
For more information on Resulticks @ DMA 2018, please visit our website.