Engaging the new consumer

Lee Ryan
TNS, Singapore

Mark Leong
TNS, Hong Kong

PREFACE

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can interact with their brand. New Consumerism is evolving in Asia; though this is more evident outside corporate communications than within it. As with communication campaigns, research will also need to move to more authentic interactions, and look to develop more adult to adult relationships to co create the emerging brand relationship.

INTRODUCTION

“For the times they are a-changin'” Bob Dylan

Brands constantly need to evolve their expression to connect to changing wants and needs of consumers. Current signs of change include: