Global specialist in media monitoring; Meltwater Group, recently hosted ‘The New Era of Communications’ - an industry sharing session to address how technology and data are changing communications in the modern marketing landscape.
The event attracted about a hundred PR professionals and marketers from a diverse range of industries and companies that included Tune Hotels, Baxter, Malaysian Technology Development Corporation, Packet One, PETRONAS, Malaysian Communications and Multimedia Commission, Land Public Transport Commission, Fleishman Hillard and UEM Group amongst others.
“People are becoming ever-more connected”, Mark Lankester, Group CEO of Tune Hotels started to say.
“New media are being created, dispersed, adopted, adapted, and absorbed into our culture at a rapid pace. What used to be impossible is now the everyday which means businesses must transform the way in which they communicate in order to remain relevant”, he explained.
Mark shared how Tune Hotels has focused resources on building their brand influence and digital capability. This has resulted in Tune Hotels, being ranked No.18 over all the other big global hotel chains on the Klout score.
Moving forward, Tune Hotels would invest in a system to analyse Big Data - a technology that would enable Tune Hotels communicate with their guest better, at the right time and at the right price to increase conversion potential.
Other guest speakers included Umapagan Ampikaipakan (Uma), producer cum presenter at BFM 89.9 radio station and Taavi Kuisma, Digital Strategist and Social Media Consultant at creative agency; M&C Saatchi Kuala Lumpur.
“Navigating the rapidly evolving social media landscape can be challenging for businesses”, remarked Malisse Tan, Managing Director of Meltwater Malaysia.
“Meltwater believes this event will serve as a platform to create dialogue, unearth solutions, and share best practices from industry leaders and early adopters of the new media evolution”, she went on to say.
“Meltwater provides resources to PR professionals enabling them to engage media influencers and access data in real time resulting in powerful business results”, Malisse added.
Uma urged companies to focus on quality engagement rather than quantity as consumers are changing the way in which they digest and absorb news, in his presentation; ‘The Evolving Media Landscape: How to Engage & Leverage New Media’.
Self-proclaimed ‘digital native’; Taavi’s presentation ‘Content Marketing: An asset or just a buzz word?’ provided a compelling perspective on how businesses can leverage on their content marketing strategies to engage with their clients.
He spoke about how content marketing is about companies transforming the way how they would traditionally advertise to telling a great story – one which has the ability to engage with their audiences.
Taavi has delivered successful digital and social media campaigns for Volkswagen, PLUS, Celcom Axiata, Hennessy, Honda, and Nokia to name a few.