That was the under­ly­ing theme of Adobe’s Dig­i­tal Mar­ket­ing Forum that was held last week in Sin­ga­pore. Regional experts Ali Bul­lock, Head of Com­mu­ni­ca­tions for World Wildlife Fund Hong Kong, Damien Cum­mings, Regional Mar­ket­ing Direc­tor, Dig­i­tal and Social Media for Sam­sung Asia and Marco Ryan, Man­ag­ing Direc­tor ASEAN for Accen­ture Inter­ac­tive were the high­lighted guest speak­ers and shared a wealth of anec­dotes, insights and words of wis­dom. We also heard from Adobe’s Marc Gagne, Senior Direc­tor Dig­i­tal Mar­ket­ing, APAC, Nicholas Smith, APAC Chanel Sales Manager,Siva Gane­shanan­dan, Direc­tor, Dig­i­tal Mar­ket­ing Suite APAC and Julie Clee­land Nicholls, Direc­tor of APAC Communications

Marc Gagne kicked off the event by dis­cussing the con­cept of ‘the dig­i­tal self’ and how our avatars help mar­keters to bet­ter under­stand con­sumers wants, needs and desires like never before. This allows com­pa­nies to cre­ate a highly per­son­al­ized expe­ri­ence, deliver uniquely tar­geted adver­tis­ing and gain a deeper under­stand­ing through ana­lyt­ics and data.


Damien Cum­mings then took the stage to present on Samsung’s LASER dig­i­tal strat­egy. He explains how mar­ket­ing has gone beyond cam­paigns into an “always on” frame­work for mar­ket­ing, inte­grat­ing social media into every­thing the brand does and the chal­lenges around imple­ment­ing e-commerce for Sam­sung who has a strong retail go-to-market strategy.