I was invited to give this presentation to a student class at IACT College, which was founded by the advertising industry to become Malaysia’s premier college specialising in creative communication.
I enjoyed my time with the students as well as the insightful questions they asked.
I spoke on “The Future of Marketing & Communications”, exploring the disruptions impacting marketing and communications today as well as what capabilities practitioners need to develop for the future. In a world where the scarcest resources are attention and engagement, marketers and communicators need to:
- Have a conversation – Marketing and communications today is essentially a dialogue with the marketplace. We need to design organisations and capabilities that set us on a virtuous circle where we sense/listen, integrate, and communicate again and again to remain relevant and engaged with our audiences.
- Embrace and co-create with your community – From the conversations we have with the marketplace, we are able to take in input and perspectives that result in truly engaging initiatives that already have buy-in from our audiences and customers.
- Tell authentic stories – In a world saturated with banal noise, authentic storytelling helps cut through the clutter; engaging both the heart and the mind.
- Integrate across media – Marketing and communication channels can no longer operate in silos. The sum of parts are often stronger than the individual parts.
- Build your own media platforms – As the media and channel landscape becomes even more fragmented, a brand’s own media platforms often become an authoritative source of information.
My slides are available here:
I also shared some case study/examples from both Microsoft and Shell. The videos I refer to in my slides are as follows:
Shell – Destination Home
Shell #MakeTheFuture – Morro de Mineira Project
Microsoft – Decode Jay-z with Bing