When implementing engagement marketing across the funnel, invest in proper content management as the basic block for building success, said Twipat Tesprateep (Chang), Group Managing Director of NeuMerlin, an Asia Pacific-based communication services agency. Chang was speaking at a seminar held on July 18 in Thailand by Magnolia and NeuMerlin, aimed at helping digital marketers and technical teams discover the way to successful engagement marketing.
The competitive landscape has shifted, noted Chang in his opening presentation. Previously, marketers relied on a “tactical nuke sweep-over” approach: with pre-defined segmentation models, pushing through linear customer journeys to sales conversions, focusing on transactions, market share and advertising. More recently, marketers have turned to omnichannel communication: with personalization and real-time segmentation, engaging through micro-moments on customer journeys, focusing on traction, user base and engagement marketing.
In the changing digital landscape, marketers move from transaction to traction, looking more closely at end-to-end journey engagement and personalized offerings on flexible journeys.
“Content is king and creator is key,” said Chang. He advised marketers to make their digital ecosystems “creator-friendly” and to enrich brand content with user- or fan-generated content.
In chasing the “ultimate goal towards single-minded brand communication”, Chang urged marketers to keep the concept of “singularity”, of “oneness” in mind as they design their information architectures. He sketched out this example: “Consider a single-minded engagement marketing platform with three parts: an agile CMS as a skeleton, intelligent martech as a brain and creative content as flesh.”
The seminar also covered topics such as omnichannel, personalization, integration and white-flag SEO. Other speakers included:
● Suraphot Piokliang (Mozz), Country Manager of Ranked AI, who covered the fundamentals of proper SEO practice and showed how this ongoing activity contributes to the success of content platforms;
● Magnolia’s CTO Jan Haderka, who discussed the need for easy and seamless third-party integration with martech tools and e-commerce systems; and
● Don Lee, General Manager of Magnolia Singapore, who outlined a roadmap to effective digital marketing and omnichannel content.
Magnolia CMS is a platform for building best-of-breed digital experiences. Enterprises such as Al Arabiya, Avis and Virgin America use it as a central hub for their web, mobile and DX initiatives. Magnolia is a privately-held company, founded in 1997, with headquarters in Basel, Switzerland and subsidiaries around the globe.
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