The most important transformation in consumer trends during the pandemic is how they interact in a hybrid ecosystem, with consumers increasingly smart in choosing brand activities, and being more interested in those that could offer comprehensive experiences both online and offline.
This transformation was the main topic of discussion in the Asia Pacific Media Forum (APMF) 2022: METAMORPHOSIS. Consumer transformation is inevitable and brands also need to transform to remain relevant.
Brands which can offer interesting and relevant experiences amid the ongoing dynamic digital era will become brands that will be remembered by consumers, said Founder & CEO Zen Media Shama Hyder in her keynote speech on the first day of the APMF 2022.
“Marketers are standing at an amazing moment in time. As consumer habits change and shift from public to private, and funnels give way to messy middles, it’s imperative to think about how to increase your brand’s share of voice because repetition drives revenue,” said Hyder.
Best Selling Author and Non-Obvious Trend Curator, Rohit Bhargava echoed her, saying that it was important for industry players to really know their customers.
“We are in the midst of a world that is full of information and misinformation. To capture consumers’ attention, we need to have empathy because people who can understand people will always win. Brands that can apply non-obvious thinking and understand their audience will be able to create trends that will accelerate over time and still be relevant in the future,” said Bhargava.
Global Lead Strategy Nike Weiden + Kenedy Sonal Narain shared her story to maintain brand relevance.
“Brands need to connect to the consumer’s culture, speak to them in their language, and see things from their point of view, consistently and genuinely showing that brand’s actions are driven by and for the consumer. As such, trust is created authentically between them. Brand, however, should understand that this trust is a result of consistency and is a long game.”
The other speakers also delved on the industrial transformation which is now proceeding at an increasing pace. From fandom, metaverse, e-sports to the transformation of social media into a super app, all enriched the discussions.
”We can feel the enthusiasm of the participants to once again be able to network and exchange ideas directly since the last APMF four years ago. We hope that all participants can gain new perspectives that can help them in welcoming the transformation of the industry and presenting creative ideas while remaining relevant to consumers. See You at AMPF 2024!” Co-Chairwoman APMF Devi Attamimi said.
APMF 2022 has completed the two-day event, on October 20-21, 2022 at the Nusa Dua, Convention Center in Bali. More than 30 world-class speakers inspired some 1,000 media industry and advertising players who attended the event to expose themselves to new opportunities and even create breakthroughs.
