|Author(s): Lee Ryan, Mark Leong
Collection: Asia Pacific Conference 2007
Keywords: Co-Creation /Open Source Innovation
ESOMAR Best Paper Award 2006/2007
|PDF version (download)|
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With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can interact with their brand.
New Consumerism is evolving in Asia; though this is more evident outside corporate communications than within it. As with communication campaigns, research will also need to move to more authentic interactions, and look to develop more adult to adult relationships to co-create the emerging brand relationship.