To begin with, MARKETECH APAC kicked off 2025 with the second edition of the What’s NEXT in Marketing: Singapore conference, held on 20 February at One Farrer Hotel. Said event hosted discussions spanning topics such as omnichannel and CX, and featured industry leaders representing brands such as DHL Express Singapore, FairPrice Group, Health Promotion Board, Income Insurance, Intel, StarHub, and Trust Bank. Overall, the event was attended by 170 delegates representing both national and regional brands.

This was then followed by What’s NEXT in Marketing: Philippines 2025－the third edition of said conference in the country－featured industry leaders from Colgate-Palmolive, Domino’s Pizza Philippines, GoTyme Bank, Grab, Home Credit Philippines, Malayan Insurance, Mega Prime Foods, and Robinsons Land. The two-day conference, held from 26-27 March at the Shangri-La The Fort, Manila exposed delegates, 162 in total, to a myriad of discussions covering topics including digital marketing and advertising, as well as customer engagement and influencer marketing.

Said momentum continued with the inaugural launch of the What’s NEXT in Marketing: Hong Kong 2025, held at Cordis Hong Kong and was attended by 148 delegates in total. With speakers representing brands that include Airwallex, Cathay Pacific Airways, DETERMINANT, Lacoste, Möet Hennessy Hong Kong and Macau, and Schneider Electric; the inaugural What’s NEXT conference in this market highlighted key discussions and insights that aim to address pain points in creating effective customer-centric marketing strategies.

Entering into July, MARKETECH APAC then concluded its Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2025–in partnership with sister publication UpTech Media–at Sheraton Petaling Jaya on 17 July. The conference, attended by 181 marketing/ tech professionals and industry leaders, saw brands from AEON, Baskin-Robbins, Ego Pharmaceuticals, HABIB Group, L’Oreal, and S Ecosystem led discussions in order to unite marketing experts and tech innovators and exchange ideas on evolving the current landscape of retail and e-commerce in the country.

The second edition of the What’s NEXT in Marketing: Indonesia was then held on 31 July at Pullman Jakarta Central Park attended by industry leaders such as Bank Mega, Blibli.com, Johnson & Johnson, Kalbe Nutritionals, Kanmo Group, and MR DIY Indonesia and covered multiple discussion showcasing insights on what lies ahead for marketing insights, including social media marketing and artificial intelligence.

By August, the Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines was held on 12 August at Shangri-La The Fort, Manila, attended by 156 delegates with discussions led by industry leaders from Anko Philippines, Avon Cosmetics, edamama, FILA Philippines, PepsiCo, and Sunnies.

For this year, MARKETECH APAC also launched its inaugural Advertising Technology Asia: Philippines 2025 conference in Manila on 9 September. Leaders from brands such as AIA Philippines, CIMB Bank Philippines, HONOR Philippines, Nestle, and Unilever; shared with the delegates their perspectives and advice on how to navigate the ever-evolving advertising technology landscape in the country, and how to adapt to it.

Finally, the publication capped off with the hosting of the third What’s NEXT in Marketing: Malaysia conference held on 22 October at Sheraton Petaling Jaya, with discussion on what’s next for marketing in the country led by leaders from Air Selangor, Astro, Boost, Carlsberg Group, CelcomDigi, MABECS Malaysia, Stellantis, and Unifi.

For 2026, MARKETECH APAC is looking forward to continue its mission of leading industry-forward discussion in the marketing and advertising space with the following events:

• What’s NEXT in Marketing: Philippines 2026 – March 2026
• What’s NEXT in Marketing: Singapore 2026 – April 2026
• What’s NEXT in Marketing: Hong Kong 2026 – April 2026
• Retail & E-Commerce Innovation Marketing & Tech Summit: Malaysia 2026 – May 2026 (in collaboration with UpTech Media)
• Retail & E-Commerce Innovation Marketing & Tech Summit: Philippines 2026 – June 2026 (in collaboration with UpTech Media)
• Advertising Summit Asia Philippines 2026 – August 2026
• What’s NEXT in Marketing: Indonesia 2026 – August 2026
• What’s NEXT in Marketing: Thailand 2026 – September 2026
• What’s NEXT in Marketing: Malaysia 2026 – October 2026

Moreover, MARKETECH APAC’s sister publication UpTech Media will also be rolling out its inaugural conference series Digital Experience Asia 2026, highlighting discussion on the evolution and outlook on the technologies shaping digital experience strategies for enterprises across APAC. These events will include:

• Digital Experience Asia: Singapore 2026 – July 2026
• Digital Experience Asia: Philippines 2026 – October 2026
• Digital Experience Asia: Indonesia 2026 – November 2026

“Our conferences across Asia-Pacific in 2025 became vital platforms for confronting the realities of today’s marketing and advertising landscape while charting what comes next. The conversations we sparked—from emerging technologies to shifting consumer behaviours—reflect a region in constant transformation. It’s been inspiring to gather leaders, innovators, and practitioners who are not only navigating this change but actively shaping the future of the industry. We’re looking forward to continuing on this objective with our industry conferences for 2026,” said Joven Barceñas, founder and CEO at MARKETECH APAC.

Interested parties who wish to be part of MARKETECH APAC’s 2026 conference lineup should reach out to our team at [email protected].

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In response to this question, MARKETECH APAC is hosting an exclusive webinar on 25 November 2025 at 11:00 AM (UTC+08). Titled Messaging-Led Engagement: The New Frontline of Customer Experience, the webinar will explore why messaging apps are becoming the preferred channel for brand conversations — and how conversational engagement delivers stronger relationships and higher satisfaction compared to traditional marketing.

Moreover, this webinar–done in partnership with Proximus Global–will educate attendees on how leading retail, e-commerce, and BFSI organisations are using one-to-one, personalised communication at scale through omnichannel strategies that blend chat, voice, and digital platforms like WhatsApp to create seamless, connected customer journeys from the first touchpoint onward.

The webinar will feature an engaging panel discussion with seasoned industry leaders across Asia-Pacific, as they discuss how brands move customers through the funnel using ongoing conversations instead of one-off campaigns.

Moreover, they will also discuss how messaging helps brands communicate in a more relatable and empathetic way; and why prompt, consistent, and authentic messaging is key to retention and repeat business.

The lineup of speakers include:

• Greg Anonas, Marketing Director for International Wine and Food Group at Emperador Distillers, Inc.
• Ivy Leong, Regional Marketing Director, APAC at Faber-Castell
• Shalini Seneviratne, Marketing Director – Baby and Child Care at Kimberly-Clark
• Trinette D’lima, General Manager, Product at Route Mobile

Moreover, Route Mobile’s Trinette D’lima will be doing a keynote presentation on how conversational engagement builds stronger trust and loyalty compared to traditional ads, examples of industries leveraging messaging as the first touchpoint in the customer journey, and why messaging apps like WhatsApp Business are becoming the preferred channel for customer brands in the Asia-Pacific region.

“As we move closer to 2026, it’s clear that messaging will define the next frontier of customer experience. From real-time conversations to personalised interactions, brands are reimagining how they connect, engage, and build loyalty. At MARKETECH APAC, we’re excited to present our latest webinar, bringing together industry leaders to explore how messaging-led engagement is reshaping the future of customer connection. Join us as we uncover how conversations are becoming the new currency of trust in the digital age,” Teddy Cambosa, regional editor at MARKETECH APAC, said.

Messaging-Led Engagement: The New Frontline of Customer Experience is done in partnership with Proximus Global. Join us on 25 November 2025 at 11:00 AM (UTC+08) by registering on the link HERE.

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This season, Coca-Cola unveils a new festive digital AI experience, enabling people to engage in heartwarming conversations with Santa Claus to create a personalised, shareable snow globe animation, based on a personal memory. The digital snow globe serves as a virtual gift to share with someone as an act of kindness. 

Accessible through scanning the QR code on a Christmas bottle or can of Coca-Cola, the Create Real MagicTM Experience uses multi-modal AI including 3D avatar generation, GenAI-enabled real-time conversation, image generation to create a highly unique and personal experience for each user.

In addition to facilitating online connections, Coca-Cola has curated a series of enchanting live consumer experiences in Manila, Philippines (30th November) and New Zealand (30th November in Christchurch and 14th December in Auckland). Each event promises to ignite the magic of the season and celebrate the spirit of togetherness that comes from sharing these unforgettable experiences.

In the Philippines, this festive season is marked by the return of its iconic Coca-Cola Christmas Caravan, bringing festive cheer and kindness-led experiences to communities across the Philippines. The Coca-Cola Christmas Truck Tour, which started on September 1 and will last until December, is a showcase of the holiday spirit as communities come together through heartwarming moments and festive fun. 

To elevate the experiences this year, Coca-Cola is going bigger than ever and will paint the Philippine sky with a breathtaking display of over 1300 drones on November 30. This isn’t just a show of technological prowess; it is a captivating story woven in lights, celebrating the unique traditions that make Filipino Christmas so special where the iconic parol lanterns come alive against the night sky in a vibrant tapestry of colours and families gather for traditional feasts, reimagined under a dazzling celestial display.

Meanwhile, the iconic Coca-Cola Christmas in the Park in New Zealand is marking a major milestone—celebrating 30 years of bringing festive cheer to the nation. As New Zealand’s largest free annual entertainment spectacular and dubbed “the nation’s favourite Christmas party”, this beloved celebration offers an unforgettable evening of world-class entertainment including performances by singer-songwriter Georgia Lines, Persian-Kiwi rapper CHAII, DJ double-act Sweet Mix Kids, and hip-hop legend Che Fu and jaw-dropping fireworks.

Teejae Sonza, senior marketing director for Coca-Cola Trademark, Coca-Cola ASEAN & South Pacific Operating Unit, said, “This Christmas, our aim is to make kindness travel even further. We believe in the power of connection to create a brighter world. This Christmas, we want to help spread kindness to all four corners of the globe and remind each other that the real magic of the season is found in human connection.”

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Part of their ‘Cornetto presents: Unwrap the Moment with Cha Eun-Woo’ campaign, this fan-meet gave lucky attendees the cool opportunity of meeting their idol in person.

Lucky fans and top spenders from a Cornetto promotion across Southeast Asia, including Thailand, the Philippines, Singapore, Cambodia, and Malaysia were given exclusive access to unwrap never-before-seen sides of Cha Eun-Woo.

Fans also participated in various activities, including photo opportunities at Cornetto’s exclusive Cha Eun-Woo photo booth, enjoying Cornetto-themed games, and listening to him share untold stories from his experiences filming Cornetto commercials.

Cornetto also offered a delightful selection of its best-selling ice cream flavors for fans and passersby to enjoy, including Cornetto Classic Vanilla, Cornetto White Rose, and more, along with the chance to win an exclusive Cha Eun-Woo mini poster from Cornetto.

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This transformation is fueled by several key factors, including the proliferation of digital channels, the rise of e-commerce, and the increasing demand for personalised, culturally relevant content. Nonetheless, given the ongoing complexities associated with these developments, how can brands and marketers adopt strategies to successfully navigate current and forthcoming technologies and integrate them into their marketing initiatives?

In order to provide brands and marketers with the most up-to-date knowledge, best practices, and resources to ready themselves for the forthcoming industry trends and forecasts, MARKETECH APAC officially completes the trilogy of its What’s NEXT 2023-24 Conference Series by bringing it to Singapore for the first time, as well as returning to the Philippines as well.

Both of these conferences add up to the upcoming What’s NEXT 2023: Marketing in Malaysia conference this December 5 at Sheraton Imperial Kuala Lumpur.

The upcoming Malaysian conference features a diverse lineup of marketing leaders across Malaysia, representing local and international brands including AEON, Atome, Astro, Axiata, CelcomDigi, IHH Healthcare, InterContinental, Gentari, MR. D.I.Y., PropertyGuru, Secret Recipe Cakes & Cafe, Sunway Malls, Touch ‘n Go Group, and Valiram. The conference has been sponsored by Adobe, CleverTap, Adzymic, MassiveMusic, SleekFlow, and Teads.

Interested parties are encouraged to request the agenda here. This conference is HRDF claimable.

Moreover, MARKETECH APAC’s debut of its What’s NEXT 2023: Marketing in Singapore conference will be held on March 7, 2024, and marks the first time it will be hosting a conference in the country. Meanwhile, the return of the What’s NEXT series conference in the Philippines through What’s NEXT 2024: Marketing in the Philippines will happen from March 19 to 20.

This follows the successful hosting of the What’s Next 2023: Marketing in Asia Pacific 2-day hybrid conference in the Philippines from February 28 to March 1 at the Crowne Plaza Manila Galleria. The conference was attended by more than 200 in-person attendees and more than 100 virtual attendees including a diverse pool of Philippine and international brands and agencies.

To learn how to be a part of this conference, click HERE for details on the Singapore conference, and HERE for details on the Philippine conference.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

Meanwhile, please contact Katherine Sy at [email protected] for speaking opportunities; and Jizelle Barceñas at [email protected] for registrations.

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But with the state of customer engagement being dynamically complex, how can companies obtain a deep understanding of customer behaviour to position themselves to thrive in the competitive business landscape?

To explore the latest trends, technologies, and tactics in the field of customer engagement, MARKETECH APAC presents its latest half-day conference this November 21, 2023, from 9:30 AM to 12:00 PM, at Seda BGC in the Philippines. Titled “What’s NEXT 2024: Customer Engagement in the Philippines”, the conference aims to equip attendees with the knowledge and tools needed to stay ahead of the curve when it comes to customer engagement.

The conference will be showcasing a keynote address which will be followed by a panel discussion. The conference will also feature fireside chats, a case study presentation, and networking gatherings–creating a valuable event for participants to acquire knowledge, collaborate, and share thoughts with both industry experts and fellow professionals.

Alex Crouch, strategic enterprise lead at Braze, will then be starting with a keynote presentation on trends in customer engagement such as using data analytics and AI to enhance interactions and services. 

Meanwhile, composed of marketing leaders from renowned brands, the panel discussion that follows features:

• Gino Riola, chief marketing and communications officer at Allianz PNB Life
• Lorenzo Canaria, head of growth marketing for FUSE at Gcash
• Albet Buddahim, chief marketing officer at PRIMER Group of Companies
• Raenald Renz De Jesus, head of marketing for Philippines at ShopBack
• Katrina Navarro, growth director at UnionDigital Bank
• Sarah Chan, regional account director at Braze

Specifically, the panel discussion will be delving into the following topics:

• The Role of Personalisation in Conversational Marketing
• Unlocking Technological Potential for Elevated Customer Experience and Engagement
• Creating Authentic Conversations

Additionally, Sheila Paul, chief marketing officer at Home Credit Philippines, will be hosting a fireside chat tackling how Home Credit will adapt for 2024 and beyond in terms of customer engagement, and how it has evolved in the financial service industry.

Lastly, Lincoln Choo, solutions consultant at Braze, will be presenting a case study showcasing real-world insights from leading brands on successfully engaging Philippine consumers, the best practices for creating personalised and impactful campaigns, and how technology and data-driven strategies are leveraged for effective consumer interactions.

“We are delighted to host the first ‘What’s NEXT 2024: Customer Engagement in the Philippines.’ This groundbreaking event will not only shape the future of customer interaction but also ignite a transformative journey for businesses and consumers alike. Join us in this pivotal moment, where innovation meets connection, and together, let’s redefine the landscape of customer engagement in the Philippines,” said Joven Barceñas, founder and CEO of MARKETECH APAC.

What’s NEXT 2024: Customer Engagement in the Philippines is made in partnership with customer engagement platform Braze. This conference is also a free-to-attend event for select brand marketers. Catch this conference on November 21, 2023, at Seda BGC by registering HERE. See you there!

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Shreyas Media is a major player in the South Indian film industry, responsible for promoting and marketing many of the region’s biggest movies like ‘Saaho’, ‘Pushpa’, ‘RRR’ amongst others. The company has done over 2000 events and over 1500 movie promotions and has also made its mark in brand positioning, television, digital media and event management.

Shreyas Media has created an ecosystem in the southern Indian region that promotes brands through cinema, resulting in a wide reach for offline advertisement. Additionally, they amplify this approach in the digital space as well.

Shreyas Srinivas, founder at Shreyas Media says, “Through our formula ‘E=MC2’ we want to promote brands & this ecosystem serves as the future ground for content marketing globally. ‘E=MC2’ which stands for entertainment = media, content and celebrities, to create and promote content through offline and online channels, which we believe is the future of marketing and is one of its kind ecosystem globally.”

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Spearheaded by 2022 Gen T List Awardee and serial entrepreneur Ralph Layco, New Bold U is set to help executives, entrepreneurs, and professionals upskill, reinvent themselves, and stand out in a competitive job market increasingly transformed by Artificial Intelligence (AI), robotic processes, digital solution platforms, web3, and blockchain, to name a few.

“Reinventing ourselves should be the most important skill of the century. During these evolving and disruptive times, it is no longer about our college degree that will identify with our name. It will be updated skills and mindset on how we can move forward with this,” said Layco.

He also added that New Bold U has a crucial role in creating a space, bringing in change-makers, and reflecting on changes brought about by emerging technologies in people’s lives.

New Bold U features more than 20 speakers and mentors to share valuable insights on how to stay market-ready and relevant amid the rise of disruptive technologies and discuss entrepreneurship, scaling, Facebook and Tiktok advertising, marketing, startup, finance, law, and mental health.

Some of the speakers of the 4-day masterclass include:

• Steve Sy, Father of Filipino E-Commerce and founder of Great Deals
• ER Rollan, CEO of Growsari
• Nina Cabrera, CEO of Niv Della Beauty Innovations, which operates beauty brands Colourette Cosmetics and Fresh Formula
• Randell Tiongson, author, columnist, and speaker on personal finance
• Cherry Pua Africa, NFT expert, author, and founder of The World Stage International Network
• Constantin Robertz, founder and CEO of cloud logistics platform Locad
• Kia Abrera, creative entrepreneur and founder of Likha Summit
• Alec Cuenca, host of top-rated Spotify podcast “Small Talk”
• Lowel Magdadaro, founder and chairman of Shantahl Direct Sales, Inc.
• Kaye Layco, co-Founder and CEO of Noah Solutions

New Bold U’s mission this year is to spark more than 500 founders, entrepreneurs, and passionate people into a life of abundance and impact. 

“Through NBU, we want them to actually provide a discourse, tickle their minds, and help them realize they are needed to bring new ideas back to their communities and organizations,” said Layco.

Founded in 2019, New Bold U has produced outstanding thought leaders, entrepreneurs, and professionals who have become CEOs and produced relevant solutions to respective industries.

New Bold U calls on all executives, founders, and aspiring entrepreneurs in the country to join this year’s edition. Those interesed may visit https://newboldu.com/ or their official Facebook page at https://www.facebook.com/newboldu for more details on the enrollment process.

MARKETECH APAC is a media partner of the New Bold University 2023.

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After 2 years of the pandemic era, Sitecore Asia hosted their largest, in-person event to discuss and celebrate the now and future of world-class transformative digital experiences that are elevated through the seamless integration of content, experience, and commerce. Conducted in Riviera, Mediterranean Fine Dining by the Bay in Singapore last 22 November, Composable Future Asia hosted a stellar full-house turnout of over 100 top digital leaders from across Asia. 

Sitecore, leading the composable future 

The event kicked off with Dave O’Flanagan, Chief Product Officer of Sitecore, who delivered his keynote session on ‘The future is composable: delivering standout digital experiences across every customer journey’. 

O’Flanagan dove deep into the latest product innovations at Sitecore and sets out Sitecore’s vision for the next 12 months. He shared how Sitecore’s evolving end-to-end composable digital experience platform (DXP) is targeted at giving brands the agility, speed, and flexibility they need to meet the demands across the customer journey at every moment.

Challenges and opportunities of the ever-changing customer expectations

At the heart of the event is a highly anticipated customers’ panel discussion that rounded up several industry thought leaders from top organisations across Asia.

The discussion saw digital and tech heads Chirag Desai, Head of IT Digital & Channels Solutions at The Hong Kong Jockey Club; Dheeraj Taneja, VP for Product Design & User Experience Design at Adani Digital Labs; Geoff Smeaton, Head of Technology for APAC at Wunderman Thompson; and Preetham Nadig, Head of Product & Engineering for Digital & Data Solutions at Zuellig Pharma on how mainstream and B2B consumers see their expectations changing when it comes to digital experiences delivered by brands.

The session addressed the important question of how different industry players have responded to the challenge of accelerated digital demand during the pandemic and now post-pandemic.

For Hong Kong’s sporting and betting firm The Hong Kong Jockey Club (HKJC), their Head of IT Digital & Channels Solutions Chirag Desai said that beyond the predicament of social restrictions, they are also called on to respond to the growing multi-generational consumer base where each cohort brings a distinct set of expectations and behaviours.

For example, Desai shared, owning a horse draws more interest from the older demographic, so the strategy in question becomes, how is the company able to retain said experience as relevant even to other consumer bases.

“What we found is that, a younger generation of customers…we were losing them, that we were selling a product or an experience, if you will, that was not relevant to them. They were not interested in bits of paper and going to the shop and all this kind of stuff for share of wallet,” said Desai.

Meanwhile, for Asia’s leading pharmaceutical healthcare services provider Zuellig Pharma, as one of the critical healthcare providers during the global health crisis, they were pushed to quickly pivot the entire value chain and have each point digitised in one fell swoop.

“Zuellig Pharma operates across the value chain, connecting connect clients and consumers across clinical reach, commercial, distribution, channels, as well as patient care. As we are engaged across the entire spectrum of [the] value chain, it was especially important for us to accelerate every single piece of this ecosystem when the pandemic struck,” shared Preetham Nadig, Zuellig Pharma Digital & Data’s Head of Product & Engineering.

In imparting their perspective, India’s Adani Digital Labs coined an interesting term, the ‘economy of convenience’. Dheeraj Taneja, its VP for Product Design & User Experience Design, said that in line with this, it’s the unpredictability of the consumer that keeps them on their toes.

“Convenience is the key. If a brand is able to provide you [with] the same, your loyalty shifts instantly,” he said.

He continued, “If we talk about the challenges…the challenge I think is the non-predictability of the consumer…if he gets a better deal somewhere, he [moves] instantly.” 

Meanwhile, on the opportunities amidst the pandemic, Taneja said it is simply the innovation of digital itself – the intervention and evolution of digital that spurred in the lives of customers. 

“The opportunity lies in the communication with the customer. Brands must have two-way communication across all touchpoints to have best-in-class consumer experience,” he said. 

How organisations future-proof their business through leveraging modern, cloud-based technologies 

The subject matter experts discussed modern technologies they see emerging that would help strengthen brands’ relevance, and in line with this, the new possibilities companies must not fail to explore to create value in both the short and long term.

In line with its multi-generational imperative, HKJC’s Desai shared it was important that they move to cloud technology to bring in a consumer experience that would cut across all age groups to drive lasting impressions and customer loyalty.

“[We] [started] small. So we build a private cloud; we started building containers,” he said. “We build internally a more flexible platform, composable platform, if you will, that allows us to now start building experiences for a new generation of customers.”

During the pandemic, Zuellig Pharma launched a B2B e-commerce platform for a smarter and more convenient way to buy and sell healthcare products via eZRx. In addition, the organisation launched a super app solution for digital healthcare to enable the timely offering of different vaccination programs through the platform.

Nadig said that the expectation has now become the level of engagement and service as in B2C; which means that B2B players now also demand a B2C-intensive consumer experience.

“That’s been the kind of the key focus area for us at Zuellig Pharma. We really want to double down [on] digital experiences. We are building a digital experience platform in the composable nature of these solutions,” he said.

In today’s fast-changing world, the leaders agree that to deliver exceptional digital-based consumer experiences at this rate, foundational technologies must be adaptable, and thus, composable.

Adani’s Taneja captures this the same, “Another important area [is the] iterative process and [an] iterative process is required to build an ecosystem, which will enable loyalty of the customer. So, if you want to retain the customer, you must keep on iterating, keep on evolving.”

He further added, “I have seen the world is moving from MVP to MDE; minimum viable product to minimum delightful experience. I think as an industry, we all must come together and build delightful experiences.”

In true composable nature, guests were gifted Sitecore-branded LEGO sets which they can build into a modular spacecraft, enabling them with the flexibility to design, develop, and deliver their own dream customer experience. Alongside this bespoke door gift, attendees embraced a social challenge where they share their customised creations on LinkedIn with the hashtag, #SitecoreComposableFutureAsia.

This future-centric event was successfully launched in partnership with Aleph, SmartOSC, and Wunderman Thompson.

Reach out to Sitecore to learn more about how they’re elevating brands and disrupting the market through innovative digital solutions.

This post is created in partnership with Sitecore. 

Sitecore is a global leader of end-to-end digital experience software. Unifying data, content, commerce, and experiences, our SaaS-enabled, composable platform empowers brands like L’Oreal, Microsoft, United Airlines, and PUMA to deliver unforgettable interactions across every touchpoint. Our solution provides the cutting-edge tools brands need to build stronger connections with customers, while creating content efficiencies to stand out as transformation and innovation leaders. Experience more at sitecore.com. 

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This is what Sophie Ahmed, Senior Vice President of Market Strategy at Hubilo, discussed during her fireside chat in the recently-concluded webinar hosted by MARKETECH APAC and Hubilo.

In the conversation, Sophie explains that a 365 community is a meeting place where all of the brand’s community can come together to do business, meet, network, learn and to feel part of something bigger. Using the example of book and school clubs, she says that a community established is to belong to something, and taps into the tribal part of someone.

“Any brand that can use events to build their leads and grow their business can keep their event alive 365 days. By providing a single sign on access to this community of prospects, customers and partners, they will be able to get greater insight into their behaviours and on a deeper, more emotional level,” she explained.

Sophie noted in the chat that there are two ways to consider when monetising an event: either use it to build growth and indirect revenue, or do it under a subscription model. She notes that in executing these revenue models, brands need to ensure their customers are being offered perks and other advocacy-driven updates in order to retain them in the longer run.

“Within the community, you can have smaller meetups, focus groups, customer workshops, tier it, gate it, host on-demand content [amongst other things] and then have a larger annual event,” she added.

Furthermore, when asked about how these 365 communities allow commercially-driven events to be more personalised, Sophie explained that brands need to use insights from their customer base to decide how an event is oriented to be personalised and deemed effective for a content marketing strategy.

“So you can watch their behaviour, also temperature check their feeling towards your brand and what the market is like. You can now spot industry trends earlier and translate this into how you then personalise their experience at your master event and also pre and post-event messaging, so it resonates,” she said.

Want to learn more about what Sophie has to say in regards to kickstarting your 365 community? Explore how an event tech company can become a partner in your journey. Watch the on-demand webinar here.

The webinar, with the theme ‘What’s NEXT 2023: Events in Asia Pacific’, also gathered industry leaders to deep dive into what it takes for brands to successfully plan their events. Joining the discussion were Amit Wadhwa, chief executive officer at Dentsu Creative India; Milca Javier, head of marketing at Generali Philippines; and Razlan Manjaji, director of global events at South China Morning Post.

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