Global communications have always had to adopt and adapt to local market communications. Navjeet Bawa & Punita Gandhi in their paper “Adapting Global Communications to Asian markets”,noted “while there is increasing homogenization of media and communication channels has led to the subsequent unification of content and format of messages across the globe, there are certain robust value systems, certain basic source codes of behavior that continue to have meaning across Asian sub-cultures. [Navjeet Bawa & Punita Gandhi in their paper “Adapting Global Communications to Asian Markets”, noted “while there is increasing homogenisation of media and communication channels has led to the subsequent unification of content and format of messages across the globe, there are certain robust value systems, certain basic source codes of behavior that continue to have meaning across Asian sub-cultures. The authors identified three fundamental Cultural Constructs that govern expression across Asian cultures - Role Ideals (In Asian societies, the roles that a person plays are usually more important than the person himself/herself.) , Code of Order/ Harmony (Collective harmony is important to Asians, and keeping harmonious relations with all is desirable. Thus there is a need for people to continuously reinforce each other positively. There is resistance towards voicing one’s true feelings if there is a possibility of hurting the other person by doing so) and Moral Code (In order to live up to the role ideals as defined by collectivist Asian societies and to promote/maintain harmony in relationships, Asian cultures are guided by very strict moral codes of conduct. There are ‘correct’ forms of behavior for various situations. – eg self restraint; male/female interaction, wealth and success)
Overall we are seeing a shift in Asia where consumers are moving to a different relationship with brands – from parent child to an adult adult relationship. Engagement happens in very different degrees across Asia and engagement “wants” are manifested in different ways in different countries. For China in some categories this is a highly individualized expression – an accelerating market where status & expression are interlinked. In Singapore – the experience needed to deliver engagement in and of itself. Singapore we are seeing a greater emphasis on the real. Consumers want to connect with themselves, more real, more meaningful (and closer to a western notion of Engagement). However, increasingly consumers are more likely to bond with brands that understand their hope, dreams and aspirations. But with a more savvy consumer, and with many product categories increasingly commoditized, it’s not enough to say that you understand…however clever the execution. You increasingly have to demonstrate it. New, different, innovative and thoughtful means of engagement give you the opportunity to do that
Engagement Marketing is therefore changing marketing in three ways:
Technology is changing the where and when we can advertise to consumers and it will only continue to change
Companies are changing HOW they talk to consumers
§ Marketers are looking to find ‘moments’ and places when consumers naturally interact with brands. The retail channel is increasingly being seen as a media channel
§ More two-way opportunities are being built into communications
§ Trickle down talk to the few to reach the many approaches are being adopted
§ Agencies there are discussion of rise of concepts like transmedia planning. This is a move from the 360 model with one idea iterated several ways to a model where individual pieces work in different ways but are still held together by a strategic direction. Social networking is not inherent to the 360 model; and increasingly engagement campaigns need to ask questions like, “How can I provoke or facilitate conversations? How can I feed communities?”
Now expecting a different WHAT from the consumer
§ Brands are becoming entertainers, content creators, facilitators and experiences; means marketers are looking for consumers to show signs of engagement such as Word of mouth, brand momentum and interaction