Promises and pitfalls of online marketing

Singapore

WITH more consumers going online, digital platforms have opened up a plethora of avenues for companies to market their products. But how effectively they do it ultimately boils down to how well they know their customer.

This was the key message at Friday's Think Big Entrepreneurs Convention 2014, Know Today's Customer.

As pointed out by Chung Tuck Siong, assistant professor at Nanyang Business School and academic fellow at the Institute on Asian Consumer Insight, today's digital customer is a different breed from the traditional customer. They are more vocal which means brand owners are losing control over the messaging around their brands; they are more cho…