In this episode of SEA CONNECT – Leadership Talks, Lars Voedisch interviews seasoned marketing professional Hoang Dao Hiep, who boasts over 25 years of experience in the industry, shared his insights on how digital disruption has transformed traditional marketing practices.

Hiep stressed the ongoing need for brands to adopt a consumer-centric approach to build engagement and loyalty. This involves a deep understanding of consumer behaviour and leveraging data signals to deliver personalised experiences at the right time and on the right platform. While technology and AI offer powerful tools for scaling marketing efforts, Hiep emphasised that creativity remains an essential ingredient for fostering brand love and achieving business results.

The interview also explored the challenges of connecting with a diverse, multi-generational audience. Hiep acknowledged the importance of tailoring messaging to resonate with different target groups while considering local nuances and cultural contexts. He highlighted the need to strike a balance between staying current with trends and building lasting emotional connections through insightful and resonant ideas.

Overall, Hiep offers a valuable perspective on the dynamic marketing landscape. It underscores the importance of adapting to new technologies and platforms while remaining grounded in the fundamental principles of creativity and consumer-centricity.

Key Takeaways from the Episode 5 – Digital Disruption and How It Transforms Traditional Marketing Practices:

• Consumer-Centricity is Key: Hiep emphasises that brands must prioritise understanding and catering to consumer needs in order to foster engagement and loyalty.
• Leveraging Data and Technology: Hiep highlights the importance of utilising data signals and technology, including AI and machine learning, to effectively reach consumers at the optimal time and place.
• The Unreasonable Power of Creativity: While acknowledging the role of technology, Hiep stresses that creativity remains a vital and irreplaceable element in achieving business results and building brand love.
• Balancing Trends and Emotional Connection: Hiep underscores the need to strike a balance between following trends and establishing a genuine emotional connection with consumers through insightful and resonant ideas.
• Navigating Generational Diversity: The interview touches upon the challenges of engaging a diverse audience across different generations. Hiep emphasises the importance of finding insights that resonate with various target groups while considering local context and emotional connection.

Overall, the interview offers valuable insights into the evolving marketing landscape, emphasising the need for brands to adapt to new technologies while upholding the core principles of creativity and consumer-centricity. Hiep’s perspective provides a roadmap for marketers seeking to navigate the complexities of digital disruption and build meaningful relationships with their customers.

Soundbites

Hoanh Dao Hiep – “At the end of the day, it is the unreasonable power of creativity. It’s something that AI can never replace. I think creativity drives more business results than any other element of the whole marketing reach.”