Understanding your ideal consumer profile during crisis
Deliver effective online marketing through improved profiling and analytics practices
20 July 2020
10 – 11.30am (GMT+8)
Everyone in marketing swears by the expression “know your audience” but what does that mean in practical terms, where the crisis has sparked an unprecedented shift in consumer behaviour?
It means that now more than ever is the time to conduct a customer profile health check, to ensure you’ve identified the right audience, that they’re the best fit for your products and offerings, and that you have a 360 degree view of how to reach the engage them.
This webinar will walk you through what you need to know to update your consumer data sets to ensure you are profiling the ideal customer, in order to get the most out of your marketing spend during this difficult time.
The top 5 trends of the changing consumer motivation, needs and wants during crisis
Acquiring a deep understanding of consumer behaviour during crisis in order to efficiently target the right audience.
Establishing a distinctive tone of voice in your brand narrative during a crisis
Learn how you could define and shape your brand’s tone of voice to effectively differentiate your brand from the others.
Adapting your digital strategy based on customer insights
Customer centricity is a proven approach to drive business growth. Therefore, it is important to adapt and revise your strategy according to the changing customer needs.
Marketing leadership during and post crisis
Learn some of the ways you could lead your Marketing team through the crisis, bringing your brand closer to your customers than ever.
Foo Siew Ting
VP and Global Head of Marketing Strategy and Planning
Print Category of HP
Foo Siew Ting is currently the Vice President and Global Head of Marketing Strategy and Planning, Print Category for HP Inc. She was previously regional head of Marketing Services and Personal Systems Marketing, for HP in Asia-Pacific & Japan (Chief Marketing Officer for HP Asia- Pacific & Japan). She is an established world class marketing leader with more than two decades of marketing experience in international consumer-goods companies, including Unilever, Mars, Diageo and Fonterra.
In HP, Siew Ting is focused on building HP as a global brand with local soul – driving brand relevance and purpose by combining data and emotional connection. To drive effective engagement with consumers, she tasks her team with anchoring impactful, experiential marketing campaigns on customer insights from big data as well as local authentic stories. Her goal is also to grow a team of innovative, passionate people who embrace the culture of reinvention. She is also an astute leader who believes in purpose -led leadership and championing diversity to drive an innovative internal culture. This effort has been recognized by the industry with her team achieving 21 awards in 2018.
During her 10 years in Diageo, Siew Ting has successfully repositioned global brands – Johnnie Walker, Smirnoff, Guinness – into brands which are not just known as global icons but also representative of progressive lifestyles, culturally relevant, inspirational and favored by millennials. This focus on authentic storytelling and deepening customer connections has enabled Diageo to turnaround its declining business in Southeast Asia into one of double-digit growth within two years and grow its sales in China two times more than the market. Siew Ting is a firm believer in promoting diversity through inclusivity, women and youth. This can be demonstrated through the initiatives she has initiated during her tenure in HP Asia Pacific, specifically mentioning the “Reinvent stereotypes
“campaign in Japan in 2018- 2019 and also the “Youth Dream Factory “ ambassador program in China and many parts of SEA. Siew Ting’s astute marketing leadership and strong track record of purposeful leadership has won her many industry awards. Most recently, she was listed on Campaign Asia’s Power List 2018 of CMOs. Previously she was named a Top 50 Asia’s women leader by 7th CMO congress in 2016. She had also been recognized as a “New York Ad Age China Woman to watch” in 2014 and Marketing Innovator of the Year from China CNBC in 2012.