Magazines Archives - 2012 July

Digital marketing …
Part 2: Great opportunities as well as challenges await Asian retailers
Story 1 - One Viewpoint

Part 1 of this article discussed how the awesome convergence of the digital, social and mobile realms has sparked a jaw-dropping paradigm shift in the process of customer engagement and marketing communications. The new buzz is digital marketing. Part 2 shall now take a closer look at what industry leaders and analysts see as key issues involved in leveraging this new buzz for consumer marketing. How can the power of the ubiquitous social media be harnessed for engaging and reaching out to consumers? The opportunities are apparently awesome. However, so are its challenges. What do Asian retailers need to know and do to forge an effective digital marketing strategy?

by Steven HL Goh

Steven HL Goh is the executive chairman of RETAIL ASIA. He is also CEO of The Business Company, a consulting firm advising multinational retailers on retail strategies and business development opportunities in the Asia-Pacific.

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