Riding through crisis: Transforming a crisis into opportunity
Proactive strategies when marketing amidst a crisis
2 June 2020
10 – 11.30am (GMT+8)
As the crisis continues to cast a fog of uncertainty on the future, the challenges to marketers grow with it, as does the industry commentary on how to survive in these complex times. Consumers are being forced to adopt a digital lifestyle faster than most brands anticipated, which is accelerating some seismic shifts in the way we consume, behave and interact digitally. Trends that marketers have all been talking about are now being acted upon. However, stimulating growth during and after the crisis will require an appreciation of both the brands and consumers of these oncoming trends.
Explore some of the defensive and proactive strategies employed by brands across APAC to maximise their revenues and add new dimensions to their customer relationships.
Live Streaming in China
Live streaming has rose in prominence in recent months. It has become one of the key modes of communication by brands. This trend is especially prominent in China, where live streaming has become one of the most popular means of commerce during times of crisis.
The Role of Data
Scepticism and anxiety over the use of our personal data is being challenged as our lives revolve around the virtual world. Brands will be able to reap the benefits of knowing their consumers in a much more personal way if they could offer the right value to them.
The Glass Walls of your Brand Identity
Ensuring consistency in brand identity is crucial across all touchpoints, internally and externally. Consumers expect brands to play a positive role in dealing with the crisis.
Andrew is an experienced Founder with a demonstrated history of working in the information technology and services industry. Skilled in Web Applications, E-commerce, Strategic Planning, Business Development, and Marketing Strategy, he currently holds the position CEO of Aiken Global He also has a strong entrepreneurship professional with a Master’s Degree focused in Business Analytics from New York University – Leonard N. Stern School of Business.
Managing Partner and Chief Commercial Officer
Veteran marketer with private equity experience, growth specialist – Joseph is currently the Chief Commercial Officer and Managing Director of Singapore and Malaysia of Aiken Digital. With over 13 years of brand and digital experience. His key skill-sets are deal structuring, fund-raising, c-level engagement in brand and digital ecosystem planning, growth strategy + implementation, new business and digital consulting. He has had work experience in Singapore, Hong Kong, China, South-east Asia, Japan and Korea.
Regional Planning Lead
Ex-media and digital strategist specialising in B2B tech, FSI, Telco and Auto. Mark’s career has spun from launching the online loyalty arm of the UK’s largest newspaper to leading the strategic development of major accounts in the Denstu network over a two years stint in Singapore. Now leading the planning team at Aiken regionally with a focus on helping brands understand how deep technology solutions can solve the fundamental challenges to their business.