Singapore – The second leg of MARKETECH APAC’s webinar series on customer experience, Omnichannel Journey Mapping: Connecting the CX Dots in 2023, was recently concluded last 25 May, in partnership with MessageBird. The virtual industry event saw an insightful keynote presentation that gave an overview of the status quo of the omnichannel buyer journey as well as a panel discussion that probed how brands from the industries of e-commerce, FMCG, and retail are delivering their omnichannel customer experiences.
With social media, brand.com, and messaging apps now able to work in concert for brands to meet where consumers are, the opportunity brought by this always-on visibility also inevitably births challenges to marketers. Questions such as which channels are best for a brand’s omnichannel structure and how to keep a cohesive and consistent messaging despite their presence in individual digital platforms are what’s currently keeping marketing teams on their toes today.
The webinar was kicked off with a presentation by Merlvin Tan, the team lead for APAC sales at MessageBird. Tan, once and for all, drew the line between multichannel and omnichannel, where today, the two are still interchangeably confused. Setting the discussion in motion, Tan laid out their differences and how, ultimately, brands must aim for an omnichannel orchestration of their customer journeys.
How brands are able to exactly do this? For a seamless brand experience, Tan provided four actionable steps: (1) Turning unknown to known, (2) Onboarding your customers, (3) Activating your first-party data, and (4) Measuring everything.
Meanwhile, the panel discussion saw together in one space marketing leaders Iris Lee, the regional brand director at CARSOME; Bea Atienza, impactful brand experience lead at Colgate-Palmolive; Nancy Almasco, marketing director at FlowerStore.ph; and Neha Bhasin, the director of brand communications at ZALORA Group.
Representing each of their industries, the marketing heads talked about the key components of a strong omnichannel strategy, leveraging and integrating useful data in order to build a meaningful CX, and the role of personalisation in the omnichannel buying journey.
All in all, 93 attendees graced the webinar to learn how to successfully boost their omnichannel journey mapping strategies. Those who came to the event were from the industries of telecommunications, fintech, e-commerce, and retail, representing the brands Carmudi, Carousell, Clozette, FairPrice, Globe, JobStreet, Malaysia Airlines, Sephora, MyRepublic, and Payoneer. Most hailed from the market of Malaysia, followed by the Philippines, Singapore, India, Indonesia, and Hong Kong.
The industry event on omnichannel journey mapping is the second theme under the three-part webinar series, Connecting the CX Dots in 2023, hosted in partnership with MessageBird.
If you missed going to the event, you may register HERE to obtain your on-demand access.
Meanwhile, this 21 June 2023, the series’ third leg was held to discuss the topic of programmable email.
