Marketing in the age of disruption

  • Corporate News
  • Friday, 03 Jul 2020

Nithi Kumar: “From a marketing perspective, what has changed is, consumers are expecting personalised messaging and marketing. ”

PETALING JAYA: Speed is an integral part in the age of disruption. It is all about rapid-fire innovation with digital at the forefront.

Looking at how the coronavirus (Covid-19) pandemic wrecked havoc for businesses everywhere, going digital is not something that companies can avoid.

Be it start-ups or large enterprises, digitalisation and digital services are no longer a key competitive advantage.

It is about innovating at rocket speed on different ways to do more for clients and at the same time, adapt to the rapid and wide-scale changes.

All these developments also bring about a whole new way of disruptive marketing, one of the key themes in Star Media Group’s live virtual conference entitled #cXo2020: Engineering X Factor in the Age of Disruption.

Being one of the knowledge partners of the conference, Kantar will be sharing about the key themes on marketing.

“We will be talking about the impact of customer experience and what it does to the economy and how we manage in an area where the experience economy has taken over the digital economy.

“From a marketing perspective, what has changed is, consumers are expecting personalised messaging and marketing, ” said Kantar regional head of customer experience Nithi Kumar.

He added that marketing is also how brands communicate today, which is no longer traditional but a multimedia and multichannel mix, ” he said.

On how businesses could better prepare and the new roles that marketers play in terms of customer experience, Kantar’s client partner of customer experience Allan Cheong said businesses should be prepared that it is a continuous process.

“A lot of clients that I worked with really want to understand their customers better and to focus on customer experience.

“One of the key things is that customer experience is not one-off. Once you embark on the journey, it has to be a continuous one, ” he said, adding that there has been a lot of disruptions in the past few years and one of the main challenges was to keep up with innovation.

Cheong (pic below) said brands and businesses still need to be very in contact with their customers to understand their real needs instead of just following the innovation and pricing.

“None of us will know when the new disruption is going to happen again. This will all be derived from the needs of the consumers, ” he said.

Meanwhile, Nithi also stressed that it is no longer about service and loyalty but how businesses can create trust among customers with their brands, which is the biggest trend they were beginning to notice in Malaysia.

On how Covid-19 will change all these, Cheong and Nithi said consumer behaviour is going to take a drastic turn after the pandemic, being a short term trigger with a long term impact.

The #cXo2020 live virtual conference will be held from Aug 4 to 7, from 10.15pm to 12.15pm.

The Malaysian Investment Development Authority is the strategic investment partner while Tata Consultancy Services is the gigabyte partner.

IDC, Kantar and PwC are the knowledge partners.

Admission is free. The session will be streamed live by Cisco Webex.

Visit for more information and to register.

For sponsorship, corporate packages or any other queries, email or call 03-7967 1388 ext 1477/ 1240.

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Marketing , Kantar , Nithi Kumar , Allan Cheong , consumers ,


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