Catherine Flynn

Is your organisation considering upping their budges and resources to influencer marketing? .... Well... You're not alone! Spend on influencer marketing is expected to increase across APAC by 20% in 2024. But chasing the budget and working with the same ol' influencers you see in every campaign will create an artificial demand disrupting your business's hope in leveraging an "underpriced attention" (thanks for the phrase #garyvee) Find out the state of Influencer Marketing in our latest webinar hosted by our very own Joelle Chan. And consider how you go about Influencer Campaigns and the communities you're targeting instead of looking at this as endorsements (that's so web2.0) ... https://lnkd.in/giADk2rE

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Why is there such a big gap between the strategic narrative and operating reality in telcos? Sharing my personal experience yesterday with Starhub. Starhub calls itself a quad-play operator but can’t even combine two plays in its customer experience. 📞 Recently, I had a billing issue with both mobile and TV services. The call center’s response? “Dear Sir, I am from the mobile department, I cannot help you with the TV package change.” 📺 Then came the survey asking me to rate my “wonderful” experience with the agent, who urged, “Please give me a good rating 🤔 .An AI tool could’ve flagged this as a detractor-level conversation, but the survey was automated, lacking context. 📡 My roaming didn’t work because there was a lag between 2 systems at the telco, so I switched to another telco’s eSIM, only to find out they weren’t much better. Circles Life made me download an extra app, Jetpac, with a $1 promo that had no clear activation status. I downloaded it twice and lost the promo! 🤷‍♂️ Instead of making customers choose the least bad option, telcos should: 🛠️ Integrate their backend data with CX agents for a seamless customer experience. 🤖 Use gen AI to understand sentiments and improve customer interactions. 💬 Ensure clear communication in offers with instant activations even if its a new service like eSIM else be disrupted by agile players like Airalo Do you agree, Share your thoughts! 💬 #Telco #eSIM #CustomerExperience #AI

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Most people on LinkedIn live in a white collar bubble where transparency and access to trustworthy online opportunities feel like a given. The reality however is that for majority of the human population the job market is still a chaotic mess of offline and semi-digital connections that remain highly vulnerable to exploitation. The solution? Responsible people and responsible technology. Get everything online and you have the chance of powerfully solving for trust and safety through technology. But then you also create the possibility of a dystopian future where "trust" and "safety" can be used as an excuse for technology-wielding tyrants to cancel and censor people who don't tow the line. We saw this tactic used by the Nazis in the early 1900s, and we see this tactic being used again today in many different corners of the world. What then? Do we back off from technology? No. But the right path, as always, is narrow, while the path that leads to destruction is easy and wide. Building a world of responsible people and responsible technology is by no means easy. What does that even mean? What would that cost to achieve? These are tough questions. But somebody has to start somewhere. This is what we are here for. And of course it won't be easy. The purest gold never is.

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I didn't know that those chats you start with businesses were referred to as conversational marketing and had so much potential to ensure end-to-end customer engagement. This was a study done by Infobip that analysed 473 billion messages sent on its platform in 2023 to reveal that customers are happy for brands to incorporate AI into their messaging strategies when it is flexible, has a personality and knows when it is time to hand over to human agent. Albeit frustrating sometimes when the bots can't answer your specific queries, it will be interesting to see how platforms provide more features for brands to engage in conversational marketing. #artificialintelligence #marketing

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This further highlights data as the key to CX success. But are organisations truly ready to leverage it? The stat that only 26% are looking to improve omnichannel experiences in 2024 suggests there's room for growth. For me, the most interesting aspect is the potential of AI. While many have basic chatbots, integrating these advanced technologies could be a game-changer for efficiency and personalisation. What are your thoughts on the role of AI in transforming CX? #SingaporeCX #CustomerExperience #FutureofWork https://lnkd.in/gGX2-SgN

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AI in Marketing is not just about adoption, it's about integration. A recent Salesforce study reveals 78% of Singapore marketers are using AI, but here's the real challenge: It's not about having data or AI tools. It's about integrating data across departments to drive insights and results. Our experience shows that brands with integrated data consistently achieve the best marketing ROI. But there's more to success: - AI initiatives should align with key business objectives - A structured approach to AI implementation is crucial - Data security must be a priority - Teams need AI training and guidelines to excel To win with AI in marketing, master your data integration, implement strategically, and stay focused on business goals. What's your biggest AI challenge? Data integration, strategic implementation, or something else? Read more: https://lnkd.in/gftgF5hT #AIMarketing #DataIntegration #MarketingTechnology

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📢 Calling all B2B Marketing leaders: Save the date for Forrester's #B2B Summit APAC! Join us on October 1st in Singapore to explore how to reinvent your strategy, technology, and operations to win new B2B buyers amidst disruptive market forces. Register now before the early bird promo expires today! (June 28th) #CMO #Marketing #Events

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APAC employees are leading the charge in AI adoption – but are we being strategic enough?   The vast majority of employees in the APAC region are now using AI, and business leaders know that they need it to stay competitive. But over half are concerned that their organization lacks a comprehensive plan to effectively implement the technology.   AI is still evolving, and having a robust data infrastructure gives you the flexibility to adapt to different innovations and new technologies.   https://lnkd.in/gCnBzq42   #datamanagement #AI #innovation

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Don't rule out the power of Social Commerce... Social Commerce in Southeast Asia continues to expand, with social media platforms evolving into key channels for both product discovery and purchasing. Upper funnel influencer marketing and a tech savvy population are helping to drive this awareness and sales process across the product spectrum. Key trends in Southeast Asia: 45% of social media users in Southeast Asia engage with branded content at the top of the funnel in a reflection of the importance of the awareness stage​. 67% of Southeast Asian consumers reported being influenced by social media personalities to learn more about new products or brands. On the lower part of the funnel, 25% of consumers in Southeast Asia have reported they purchased products based on influencer endorsements. In-app purchases on social media platforms are increasingly common, with 17% of social media users in the region buying a product in-app in the past three months. With social commerce driven by upper funnel marketing (influencers / content generation), influencer recommendations, and in-app purchases, it is key for brands to leverage this for their ecommerce arm in a scalable manner. #socialcommerce #atisfy #atisfyreach #atisfyre #ecommerce #influencermarketing #AI Sources: https://lnkd.in/gA7qdAb4 https://lnkd.in/gUpCme5h https://lnkd.in/gvBX-8EX

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Incremental usage? A deep understanding of consumers’ needs? The iconic blue IKEA bag, that turned into a portable pillow and provides impromptu naps to Singaporeans, has both.   To innovate or to not innovate? It’s a no brainer: ‘to innovate’, but make it strategic, purposeful and incremental. We explain how in our latest #DiaryOfACMO article: https://loom.ly/MP0UwYM   #FindNewSpace #BlueprintForBrandGrowth   with Dr Nicki Morley

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Managing complex, multi-channel campaigns just got easier. Adobe GenStudio for Performance Marketing integrates creative workflows, automation, and data-driven insights to help teams deliver faster and at scale. With tools like Adobe #Workfront supporting seamless collaboration and workflow management, campaign execution becomes more efficient and consistent. If you're looking to streamline processes and deliver high-impact campaigns at speed, GenStudio for Performance Marketing is the perfect solution! For a deeper dive into how it can transform your marketing, check out this insightful article by Patrick Brown. It’s a must-read! #Marketing #AdobeGenStudio #CampaignSuccess #AdobeWorkfront #MarketingAutomation #DigitalTransformation

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Happy Friyay! I am doing a webinar on the 27th of November, details of what I will cover are 👇 Insights Exchange + AI Marketers Guild (AIMG) always do a great job. The most value I get from these sessions are the questions that come up, that is where I learn, so please come along with your questions and 💡 's.

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Want to stay ahead of consumer insights? 🌏📈 Check out TikTok's latest report developed in collaboration with Accenture. Titled "Shoppertainment 2024: The Future of Consumer & Commerce in APAC," this whitepaper provides insight into future consumer behavior, preferences, and expectations. This year, there's a trend in APAC Consumer Habits, focusing on value over price, as shown in the latest TikTok report. It reveals that most APAC consumers prioritize value, with 79% influenced by content highlighting product value over discounts. Discover how this affects your business's TikTok strategy here: http://ms.spr.ly/6048YDPnw #LifeatTikTok

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Thrive, no matter the market. 🚀 Learn how to navigate any market condition and build a resilient startup. Join CloudVerse.AI and Curium this Oct 17 for Startup Summit APAC 😍. Be inspired by a honest conversation on their journey, and their advice for adapting to market changes. Sign up now: https://goo.gle/3zHNeB5

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The power of creativity and emotions, balancing standardization with localization, and brand building with demand generation. I was privileged to discuss all of this and more, joining the #Brand & #Creativity panel at the 7th Annual B2B Marketing Leaders Forum | Singapore 21-22 August 2024, where I shared my pov and experience: 📌 Even in B2B settings, people buy from people: build on the universal language of emotions to stand out in an overcrowded and over-standardized market, to drive purchase decisions, and to build lasting relationships. 📌 The over-looked and over-emphasized dualism between Central and Country teams will become irrelevant the moment you build a message that is universally relevant, and unlock authenticity – empowering advocates to share their own real stories through relevant platforms. 📌 Though creativity in the message is key, I strongly believe the real differentiator is in innovative experiential activations for Employees, Customers and the Ecosystem. That’s how in Kyndryl we are intentionally building a human-centric brand, powered by its employees, developing on the foundational idea that we are at #theheartofprogress. Thanks Jake Hird for the thoughtful moderation, and Wendy Walker, Adeline Ong, Farrokh Madon for your invaluable insights. Congratulations to Emma Roborgh - Founder B2B Marketing Leaders Forum and Kristy Kelly on another stellar event, bringing together the most progressive marketer leaders in the region.  #B2BMktgAPAC

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Check out this insightful post by my colleague Syed Noor on how DoubleVerify verification on social platforms can enhance the capabilities of native tools.

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