On 13th Jan., China Centre welcomed its first club event in 2018 on Omnichannel Marketing for Brand Commitment, where intensive discussion revolves around how to integrate traditional and digital media and experience to create seamless and consistent customer experience. Invited speakers were Mr. Eric Weng, AMBS GMBA Alumnus and Managing Director of Carat China; Mr. Paul Lin, Chief Strategy Officer at OMD; and Ms. Aileen Wei, AMBS GMBA Alumnus, General Manager at S² Digital of SINObase Group.
Based on the recent book MARKETING 4.0 by Philip Kotler, speakers talked about how omnichannel marketing is brought to a new level of definition: people constantly move from one channel to another – from online to offline and vice versa, and expect a seamless and consistent experience without a noticeable disconnect. In the digital era, customers have become increasingly mobile and channel-agnostic and therefore speakers encouraged attending audience and their organizations to break channel silos and unify their goals and strategies.
Alumni and students from advertising, marketing and interested industries shared during the Q&A session their practice and views on the trends and technologies which will enable omnichannel marketing into mainstream practice for the brand to drive customers into making the commitment to purchase.