Shoppers begin their online journeys with a strong bias of brand preference, and future demand is created when new customers become aware of a brand and add it to their consideration set.
At our next Southeast Asia Digital Commerce Accelerator event, we delve into the drivers of brand advantage in digital commerce, and explore how to fully maximize your brand’s influence at every touchpoint of the shopper journey.
“The biggest challenge on ecommerce is brand-building. It’s the most important challenge for marketers. How do you build your brand for ecommerce and not be a brand within ecommerce? Because by being a brand within ecommerce, you’re always going to be at the mercy of the channel, not the other way around.”
Dhiren Amin, APAC CMO, Kraft Heinz
(Source: WARC, ‘Rethinking brand for the rise of digital commerce’, 2021)
Time: 14:00-15:15 SGT, Tuesday, September 14
Format: The event will be hosted online. Please register for free to get your access.
Agenda:
14:00-14:05 Opening remarks
Andrew Hill, Client Director, APAC, Edge by Ascential
14:05-14:20 Rethinking brand for the rise of digital commerce
Gabey Koh, Asia Editor, WARC
How much do brands matter in digital commerce? On the back of the WARC white paper 'Rethinking brand for the rise of digital commerce', this session examines the evidence behind the report and looks at the role that the brand plays in digital purchase journeys.
14:20-15:00 Managing your brand equity online
Chad Widdison, Senior Insights Manager, Edge by Ascential
ShiLing Koh, Senior Insights Manager, APAC, Edge by Ascential
How to maximize your brand awareness to influence a shopper’s consideration throughout the online purchase journey? Why are content integrity and accuracy important to maintain your brand equity? How do ratings and reviews influence the value perception of your brand? Through the lens of digital shelf metrics, we take you through all the factors that matter to your brand-building online process with relevant examples and use cases.
15:00-15:15 Q&A and closing
Register now to win online by maximizing brand value.
Meet our search experts
ShiLing Koh, Senior Insights Manager, Edge APAC
ShiLing has 10 years of professional marketing research experience with a proven history of working across categories, clients and countries, predominantly in the Customer Insights and Innovation spaces. She has rich experience in helping clients across different industries to turn data and analytics into rich insights, and devising strategies to help with their retail business growth.
Chad Widdison, Senior Insights Manager, Edge by Ascential
With over 8 years of experience in ecommerce, Chad has consulted with over 100 brands selling 1P, worked as a senior brand manager for the largest Amazon 3P seller, helped develop an SEO tool used by 60 brands, and collaborated on new product development for digitally native brands.
Gabey Goh, Asia Editor, WARC
Gabey has reported on the marketing and technology sectors for over ten years, with experience in online media, magazines, newspapers and radio. Outside of journalism, she has served as a marketer in the ad-tech industry and led content and education initiatives at a leading trade body.
To learn from our last Southeast Asia Digital Commerce Accelerator event themed “Winning search on Shopee”, click here to request the event recording and presentations.
For further enquiries, feel free to contact us at edge.apac@ascentialedge.com.