How 'Huggies Momentcam' changed Kimberly-Clark's integrated marketing in Asia

Low Lai Chow

Integrated marketing and digital marketing are two very different things, requiring different strategic approaches – brands must not lump them together.

That was the view of Rahul Asthana, Regional Marketing Director for Baby & Child Care, Digital & e-Commerce at Kimberly-Clark Asia Pacific.

Speaking at the Digital Marketing World Forum (DMWF) 2016 in Singapore, Asthana offered a tip for marketers: think about how they themselves behave as consumers when it comes to finding new products or shopping.

"You are seamlessly moving from offline channels to online channels. Sometimes you start your journey with an online channel and sometimes you start the same journey with an offline channel… very often, there is no distinguishing between salient channels and engagement channels," he said.