Editor’s Note: As readers know, IIeX is a global series of conferences, taking place in North America, Europe, Latin America, and Asia Pacific. Each one is a major event in the conference calendar for those regions. While there is some overlap of content cross the globe, there is much content specific to individual regions. Recently, IIeX was held for the Asia Pacific region in Bangkok, Thailand. Dave McCaughan, who plays a leadership role in organizing the Asia Pacific conference, gives us a summary of key presentations for those not able to attend.
Name a business that has sustained success without leveraging a real insight into the way people think or act or consume? Now name a business that continues to succeed without any innovation? “We do nothing new and have no idea what makes a difference” is not the claim of marketers who succeed. With change being the only constant and technology sweeping the ground beneath our feet every now and then, marketers are bestowed responsibility to drive innovation when it comes to attract new target group and sustain the loyal customer base.
Considering all these and more, it was wonderful for me to be able to chair a conference that focused totally on EXCHANGE of the newest ideas and trends to generate INSIGHT and propel INNOVATION. That was the intent of IIeX Asia Pacific 2018, held in Bangkok on 28-29 November. The latest installment of annual event had nearly 400 attendees from all over Asia listening to two dozen speakers talking about innovations like artificial intelligence, blockchain technology, the latest use of mobile and smartphone capabilities to innovate and gain new insight for better marketing. Fortunately, over 20 of the attendees were from Bangladesh. Our group, Marketing Futures, organized a block of enthusiastic marketers from companies like Mutual Trust Bank Ltd., Square Group, Ispahani and others to attend and gain new learning into the trends, which would be driving market research and how to be more innovative in the overall marketing endeavors. Below is a list of few key insights I would like to share with our readers:
Adrian Terron, the head of customer centricity projects for TATA group made the point clear in an early keynote address. You can build all kinds of innovation and new products and services but the winners are those that focus on what real people want and how to help them and their communities attain whatever they want from life.
“Thank you, Dave and Faiyaz and the Marketing Futures crew, for organizing the IIeX Asia Pacific 2018 with so much perfection. Knowledgeable speakers, relevant content and good times.” – Samia Chowdhury, Senior Assistant Vice President, MTB Communications Department, Mutual Trust Bank
Exploring the Way People React
Sometimes great insight only doesn’t suffice to usher in new innovation; one can do so by using old techniques in new ways and markets. Aung Thura from Myanmar shared great examples of using photographs instead of words to get reactions from potential consumers in research. In markets where people are not used to writing or even answering detailed questionnaires and where visual mediums like Facebook are increasingly becoming the most common way people communicate; the use of photos can help understand how people can communicate feelings, attitudes, and answers to question. His session initiated a lot of corridor conversations about the increasing role of photos/pictures/emoji as the primary form of literacy for many and the need to adjust communications and marketing to meet this reality.
“A great session; got to meet a good number of passionate marketers and researchers.” – Saimum Jahan Nishita- Sr. Brand Manager Square Foods and Beverages Limited
Craig Griffin shared research for pharmaceutical company Sanofi in China which focused on how to communicate with doctors. What was really interesting was the reminder that findings reminded us of what should be obvious: doctors are really just people. And they use and prefer the mediums that other people use as well. Want to reach doctors? Think about using social media to get their interest and remind them of what they should know.