As shoppers increasingly split their attention across physical stores, online marketplaces, and social feeds, brands are being challenged to rethink how and where they show up.
At a recent panel discussion titled “Maximising Shopper Reach in a ‘Show Up Everywhere’ World,” at the What’s NEXT in Marketing: Philippines 2026, industry leaders Marx Benedict So, Associate Marketing Director, Digital & Commercial Insights at Mega Prime Foods Inc. and Moshe Baldo, E-Commerce Head at Monde Nissin Corporation, explored how marketers can capture both the scroll and the shelf by meeting consumers across the many touchpoints that shape modern purchase journeys.
The conversation examined how brands can maintain consistent messaging while navigating fragmented channels and highlighted the placements, creative formats, and micro-moments that are driving meaningful reach and conversion in 2026.
Capture the scroll and the shelf
As a 50-year-old food brand, Mega Prime understands the need to ride the digital wave and make its product presence known on social media as well. For Marx, this pivot is rooted in the principle of ‘stalking to storytelling’, focusing more on experience-driven content rather than merely promoting their product on store shelves.
“We pivoted to social commerce and shoppable entertainment. Nobody wants to be sold a product, but if it’s entertaining and fun, and your product is there, basically, they will consider your product,” he said.
He also noted the importance of influencer partnerships, noting that the brand has shifted from using celebrities like Cesar Montano to influencers like Ninong Ry for its campaigns.
Meanwhile, Moshe acknowledged that marketing strategy nowadays in the commerce space focuses on making consumers believe in your brand’s mission.
“Brands today are no longer just competing in visibility. Where we’re competing is in credibility, because it’s easy to show up, but it’s really difficult to make people believe in you,” he said.
He mentioned three things that had helped them navigate these challenges–especially on online reviews, which include generating real conversations, surfacing the right signals, and ‘respond & engage’.
“As much as possible, we try to respond to all the reviews as quickly as possible. From those reviews, we try to create a megaphone to amplify them. Either it’s a matter of tweaking promotions or tweaking our communications, so that we can directly address the negative ones and amplify the positive ones,” he explained.
He added, “I think in e-commerce, ratings and reviews are no longer just a feedback loop, but they can actually be a scalable engine for conversion.”
Tapping into multiple touch points
In terms of where the biggest risk of a brand becoming fragmented across channels comes from, Marx said it may start with marketers who merely jump on bandwagons.
“I would say it may start from there because it’s something sexy, something new, yet the brand objective now is not aligned,” he said.
To alleviate this, he advises marketers to have their cross-planning teams be present during their planning sessions–ranging from the person responsible for digital, e-commerce, branding, and even down to the supply chain person–just to understand the holistic view and objective of the brand that will be executed.
Moreover, he stressed the importance of getting the right content on the right platform. While creating segmentation for these channels may cause fragmentation, he believes it is necessary for specialised approaches on the platform.
“Nowadays, we try to segment it on what platform, what message, what do you want to communicate to the consumers and customers. So basically, segmentation is also key. While it will create fragmentation, the segmentation should be specialised on that platform,” he said.
Whether it’s marketing or conversion, business as usual in online selling, or pushing for live selling, he says this segmentation must have a clear message.
This also goes as well for influencers that they work with, noting, “We’re working with influencers and content creators, and you give them the freedom to do the creatives. But at the end of the day, there should be a guiding question for them to understand the brand as well.”
Speaking about creating strong digital environments for brands that rely on sensory experiences like food, Mosh shares that it’s about translating those senses into experiences rather than replacing them completely.
“We’re very sensorial. We like to touch, we like to taste, we like to smell. But in e-commerce, that all goes out the window. Online, it’s not about replacing those senses but translating them instead,” he said.
First on that list of translating experiences is through content–whether through product close-ups, detailed product descriptions, product demos, or even mukbangs. “What we’re trying to do here is to get the audience to experience the product vicariously through our content.”
The second point would be about context, with Mosh saying, “It’s not just a matter of describing the product, but how does it actually fit into my life? So, is this brand or product meant for sharing? Is it functional? Is it just for a quick meal? Is it a comfort moment?”
Lastly, it’s all about social proof, since consumers tend to trust people with faces more than the impressions of other consumers over faceless brands.
Creating brand reach that works
When discussing modern brand reach, marketers should create campaigns that weave social issues, such as sustainability and health, into their messaging. To weave these serious topics into light-hearted online content, Marx said that education plays a role in ensuring campaigns resonate with younger audiences who are more eagle-eyed at spotting what matters to them as consumers.
Citing Mega Prime Foods’ acquisition of Jim’s Coffee, a coffee positioned as a healthy alternative to traditional instant coffee, he noted the hero-hub-help concept to communicate this brand messaging.
- Hero: What is your brand communications, and how do you market the product
- Hub: A series of content to help educate consumers on their product offerings and benefits; and
- Help: Pertaining to the celebrities and influencers who have on-the-ground experience, which will help in creating the story for the brand.
“Nowadays, from a target audience perspective, agencies find that people no longer fully believe content produced directly by brands. The more authentic you can be and the closer you are to the ground, the better you can navigate and position your brand—especially by working with influencers and creators,” he said.
Going over the topic of working with influencers, Mosh remarked that creator content actually drives a significant portion of their business and that they scale without losing the brand essence.
“I think the key there is not controlling creator content, but guiding them instead, because creators will tell you that they do actually want to know about your product, but when it comes to how to communicate it, that’s up to them,” he said.
He added, “It’s their style, it’s their format, it’s their creativity, because the moment that it starts feeling scripted, that’s when it loses authenticity, and it doesn’t make it believable anymore. But I think an important part for us as marketers is to actually measure impact, and for us in e-commerce at least, that always comes back to, is it actually driving action? Because if it’s not conversion, then it’s ultimately just expensive awareness.”
Being powerful across brand moments
Marx puts it bluntly: make your brand moments ‘sexy’ but still grounded on the fundamentals of what makes your brand ‘click’ to consumers in the first place.
“You have to align your brand people also, and what message do you want out there, leveraging also your 6Ps of marketing (Product, Price, Place, Promotion, People, Process/Presentation).”
He also stresses the importance of getting the right platform with the appropriate channel objective, adding, “You have to have segmentation between those platforms and also the communications, but aligning and one cohesive message at the end of the day.”
Mosh also echoed Marx’s statement, adding that brands can’t be “everything, everywhere, all at once”.
“Each channel and each platform has a role to play. We just have to identify what it is. Some are more efficient at driving awareness, conversion, and even loyalty. And we just have to be very purposeful when it comes to that,” he said.
He added, “Aside from that, I think we should also focus on clarity. Give people a reason to believe. Why is your product worth buying? Because at the end of the day, yes, awareness gets you attention, but it’s clarity that gets you bought.”
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As shopper journeys continue to span multiple platforms and environments, brands are increasingly required to rethink how they build visibility and relevance across every touchpoint.
The discussion ultimately highlighted that success in today’s “show up everywhere” landscape is not simply about being present across more channels, but about ensuring consistency, relevance, and strategic placement at the moments that matter most.
By aligning messaging across physical and digital spaces while focusing on the micro-moments that influence decisions, brands can turn fragmented shopper paths into more meaningful engagement—and ultimately, measurable conversion.
The “What’s NEXT in Marketing” conference series brings together industry leaders and practitioners to explore emerging trends, evolving consumer behaviours, and forward-looking strategies set to influence the region’s marketing landscape.
With local editions happening soon across Singapore, Indonesia, Thailand, Malaysia, and Hong Kong, the series will continue to explore what lies ahead for the future of marketing across Asia-Pacific this 2026 and beyond.
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