CAMPAIGN SPOTLIGHT: Integration is the key to a successful digital marketing plan

The second annual event, organised by Campaign Asia-Pacific, featured speakers from Philips Asia Pacific, Maxus Global, TripAdvisor, Scoot, Unilever, e-Dialog Asia-Pacific, SingTel and Leo Burnett & Arc Worldwide.

While more than 100 marketers and digital specialists from various industries listened in, experts provided practical advice and case-study examples about the latest development in the digital marketing landscape, creating a truly integrated marketing plan, social and mobile strategy and measuring the ROI of digital marketing campaigns.

The key messages for the day were taking an integrated approach to build brands and creating relevant content to drive engagement. Marketers took home key learnings on how to integrate the latest technologies and innovation into the media mix to build effective and affordable strategies.

For example, Arent Jan Hesselink, head of integrated marketing and communications for Philips Asia Pacific, showcased the brand's '+’ project in Thailand and Indonesia, explaining how the company built its brands and drove business through innovative experiences, such as using ‘blog-style’ digital campaign, focusing on engagement and conversion via earned social media (including ongoing engagement with key online influencers), and leveraging owned media platforms to push messages to existing Philips customers.

Neil Hudspeth, chief digital officer, Asia Pacific, Leo Burnett and Arc Worldwide, suggested brands should deliver bigger, inspiring ideas that create emotional connections; create engaging, holistic experiences that motivate consumer behaviour; and maximise ROI in media through rebalancing owned, earned and paid.

More detailed coverage of the Spotlight event will appear in the November issue of Campaign Asia-Pacific.