Magazines Archives - 2010 Sep

Social media: The next big thing happening now - Part 1: Just how big is it for consumer marketing?
Story 1 - One Viewpoint

The growth of social media worldwide has been nothing short of stupendous. Marketers, however, are still grappling with the new terrains of social media — how significant are the opportunities and how can they capitalise on the phenomenon? First and foremost, marketers are confronted with the proverbial Catch 22 in social media — its relatively advertisement-free design format is not commensurate with the huge size and engagement of its audience, and therefore does not lend itself readily to conventional marketing activities. This is ultimately what concerns Asian retailers as well if they are not to miss the next big thing in consumer marketing communications.



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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