Understanding consumer behaviour

KRAFT   FESTIVAL OF MEDIA   FREDRIQUE COVINGTON

Singapore - As media platforms evolve so quickly today, so is consumer behaviour. There's no better way than to get out there and be involved in consumer's lives, and that was the overriding theme for the second session of Day Two of the Festival of Media Asia 2011.

"Consumers are changing the way enterprises are adopting technology, and that's what we call consumerisation of IT," Frederique Covington (pictured), chief marketing officer of Microsoft Asia Pacific said.

The convergence of different consumer behaviours and platforms has proved to be a major challenge for chief information officers around the world. But Microsoft has its finger on the pulse on this thriving consumer environment by using technology to bring people together and to help them achieve digital bliss.  

Microsoft's study revealed that one in three families in Singapore and the Philippines own more than 10 gadgets, and that 86% say technology help improve their lives.

Elaine Rodrigo, director of consumer insights and strategy at Kraft Foods Asia Pacific shared a similar approach Kraft had used since 2009. Called Amazing Consumer Journey, the internal consumer connection programme enabled Kraft employees to connect with and gain a more in-depth understanding of its consumers in nine countries in Asia Pacific.

"The programme resulted in 600 new ideas and a deeper employee-consumer engagement. It has moved Kraft, as a functional brand, into a something that is much more inspirational," Rodrigo said.

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Festival of Media Asia

The Festival of Media Asia is coming to Singapore in November in partnership with Marketing Magazine.

For speaker information and event details see the site festivalofmedia.com/asia