Highlights from the Digital Marketing Spotlight conference

I recently spoke at Campaign Asia‘s Digital Marketing Spotlight conference in Singapore. In my presentation, I shared how companies can convey brand values that are difficult to get across in a static medium like print.

Let’s take SingTel as an example. I opened with a video on a heart-warming project (led by SingTel in partnership with OgilvyOne and Newton Circus) dubbed Project Silverline, a programme that asks people to donate their old iPhones so that they can be loaded with software specially designed for the elderly, a demographic often left out of the burgeoning smartphone industry.

I also shared my favorite video from Home Without Walls , a series of videos featuring portraits of typical Singapore families.

In addition to tugging at heart strings, video content is also a powerful medium to educate consumers. SingTel recently used our made-for-Youtube series TGIS to explain the complex technologies behind high-speed fibre broadband internet, while presenting a very human face for a very large (and sometimes seen as impersonal) telecommunications provider. The team deliberately avoided using senior management-level company spokespersons so that viewers could get to know the real people who make their internet connections possible.

After my presentation, I joined a panel of industry experts to discuss the challenges of recruiting, training and nurturing digital talent.

(L-R): Miguel Bernas (SingTel), Enrique Pinilla (3M), Damien Cummings (Samsung) and Rosmalia Hardman (W Hotels)

The group discussed the scarcity of digital talent in Singapore, coupled with the challenges of competition from creative industries and the attractive “new media” companies emerging in Singapore. We also discussed the need to invest in constant training and the move by companies to establish centres-of-excellence that are designed to instill a more digitally-oriented company culture.

For more information on how SingTel is using video content like TGIS and Home Without Walls to reach its customers, check out this story published by news website and content aggregator, the Huffington Post.

You can also browse through my presentation “Harnessing the Power of Digital Across Platforms” by clicking on the link below.

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