Social Media's Dilution of Brand Messages

Marketers relook their integrated marcom strategies

The power play between brands and consumers is intensifying as social media gives rise to greater trust in user-generated content. Brand messages face the increasing prospect of being drowned out by consumer voices. With this, marketers across Asia and Japan are also experimenting more with social and mobile as part of their marketing mix.

The critical challenge for brands and organisations lies in a “shift in mindset from ‘traffic and OTS’ to ‘engagement’”, says Neil Hudspeth, HP’s Head of Digital Strategy for Asia Pacific & Japan. Performance criteria should also evolve to reflect the shift towards engagement.

“Integrating social and mobile, as well as OOH into an ecosystem approach, is critical for long term brand and sales success,” he says.

Hudspeth will be speaking in Singapore and Hong Kong at an Integrated Marketing Communications conference this 30 – 31 August and 2 – 3 September on digital branding, and will be touching on issues like message consistency across digital and traditional branding efforts, as well as the new drivers of digital ecosystems.

In straddling the brand-consumer divide, key characteristics in best integrated marketing communications strategies include the need to be “insight-driven, media-neutral, idea-centric and collaborative”, notes Karl Cluck, Head of Invention, Mindshare China.

Cluck will join Hudspeth at the conference to speak on 360 degree marketing and how brands can move beyond multiple touchpoints.

“360 degree marketing is not about ambushing consumers across every conceivable touchpoint – it’s about telling a brand story across different types of media, amplifying the message, and reaching consumers when and where they’re most receptive to your communications.”

Joining Hudspeth and Cluck are Andrew Knott, Chief Digital Officer of Euro RSCG Asia Pacific, Oz Aksugur, Worldwide Chief Operating Office of BLUE, and Laurie Kwong, CEO of Publicis Greater China, who will share insights on strategic IMC, measurement and global branding.

Conference Details:
Title: Integrated Marketing Communications in a Social Media Age
Date & Venue:
30 – 31 August 2010, Grand Copthorne Waterfront Hotel, Singapore
2 – 3 September 2010, The Excelsior, Hong Kong
Organiser : Pacific Conferences
Contact Person : Ms Candice Kang
Tel : (65) 6372 2309
Email: candice@conferences.com.sg

Full programme can also be found at: http://www.conferences.com.sg/s1369-imc7-10y-Q.pdf