Magazines Archives - 2012 June

Digital marketing …
Part 1: The breathtaking paradigm shift in customer engagement and marcom
Story 1 - One Viewpoint

Having first-rate customer knowledge and leading-edge marketing communications is well known as a cornerstone in forging compelling value proposition and, in turn, fundamental for successful retailing. The entire process of customer engagement and marketing communications is poised for a jaw-dropping paradigm shift — or as what analysts have dubbed, a seismic transformation. The convergence of the digital, social and mobile realms has enabled a new dimension in how people connect and interact, causing a new buzz: digital marketing. What are the current trends, insights and prognoses of this buzz? What are the implications for consumer marketing? What's hot and what's not for Asian retailers?

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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