Singapore – Last 27 April, we saw marketing leaders from the APAC region gathered in one virtual space to discuss how the customer experience has evolved to put a premium on instantaneous and real-time engagement. To kick off MessageBird and MARKETECH APAC’s webinar series, Connecting the CX Dots in 2023, the said first leg of the industry event put the spotlight on conversational marketing.
Messaging apps have transcended their purpose of being a platform for personal connections by evolving to being a significant part of how businesses communicate with their customers. With a multitude of messaging platforms now available, the asynchronous nature of brand-customer communications has put to the table a new set of demands, opportunities, as well as challenges that marketing teams are called to answer to.
This webinar, Conversational Marketing: Connecting the CX Dots in 2023, tackled these pointers with the help of an insightful keynote presentation and a well-represented panel of leaders.
Merlvin Tan, the team lead for APAC sales at MessageBird, opened the webinar with a presentation on ‘Conversational Commerce – Increasing Customer Engagement & Improving Marketing Campaign Results’.
Tan laid out the present state of user engagement and highlighted the three key priorities that are a common denominator amongst brands: Generating new business; Driving more conversions; and Building long-lasting relationships.
Even more so, Tan walked us through the different stages of the conversational journey and how brands can initiate the best strategies for each one. From ‘Awareness’, ‘Consideration’, and ‘Purchase’ to ‘Retention’, Tan shared the ways brands can activate a two-way conversation that is personalised and relevant at each stage.
Meanwhile, the panel discussion was graced by Jia Nina, the country marketing head for Malaysia at BigPay; David Harling, the managing director of MoneySmart Group; ‘Preety’ Maneerat Rattiwarakorn, the partner manager for business messaging at Meta for APAC, and Raenald Renz De Jesus, ShopBack’s head of marketing for the Philippines.
Moderated by Tan himself, we learned how conversational marketing strategies are iterated in brands of different industries.
Representing fintech companies BigPay and MoneySmart Group, e-commerce platform ShopBack, as well as one leader from Meta, attendees are given a picture of the non-negotiable factors in setting up an effective conversational marketing strategy as well as how these change and are refined when taking into consideration the unique pain points of consumers in different industries.
90+ attendees benefited from our panellists sharing their own challenges when establishing and maintaining a two-way delivery of communication across channels. Ultimately, the panel touched on how AI and the emergence of ChatGPT4 can be operationalised to help in realising a conversation that is personalised and conversion-oriented.
The webinar on conversational marketing is the inaugural event under the three-part webinar series, Connecting the CX Dots in 2023, hosted in partnership with MessageBird.
If you missed going to the event, fret not, you can register HERE to obtain your on-demand access.
Meanwhile, on 25 May 2023, join us on the series’ second leg which will discuss the topic of omnichannel journey mapping. Register to secure your spot HERE.
