DMA HK: GEOX's Elaine Tai on how to ensure regional alignments in the tech era

In today’s ever-evolving digital era, marketers cannot underestimate the importance of brand consistency as it is one of the main driver of revenue growth and customer loyalty. 

According to Marq's 2021 Brand Consistency Report, 68% of businesses acknowledge the importance of brand consistency and its contribution to revenue growth of 10% or more. 32% of respondents reported that maintaining consistent messaging led to revenue increases surpassing 20%.

However, inconsistent brand messaging remains a challenge for regional marketing due to a lack of a centralised strategy, leading to conflicting and often confusing brand messaging across different markets, said a blog post by HubSpot.
  
In a conversation with MARKETING-INTERACTIVE, Elaine Tai, regional marketing head, GEOX APAC, said she has witnessed first-hand the transformative impact of new technology tools and agency offerings on GEOX’s marketing department.  
 
“Traditionally, achieving regional alignment and synchronisation demanded extensive communication, significant effort, and numerous back-and-forth exchanges. This process often involved countless checks and calls, which could be time-consuming and prone to miscommunication,” she added. 
  
As such, with emerging technologies, GEOX leverages real-time collaboration platforms that allow the brand to operate seamlessly across different markets, she said. 
 
“These digital dashboards provide a unified view of our marketing activities, metrics, and key performance indicators (KPIs). By looking at the same data simultaneously, our teams can make informed decisions quickly and efficiently,” she added. 

A sense of unity across regional teams
  
These tools have not only streamlined the brand’s operations but also fostered a sense of unity within its regional teams, Tai added. “We now communicate in a common language, facilitated by standardised metrics and indicators. This uniformity ensures that everyone is on the same page, reducing the likelihood of misunderstandings and enhancing overall productivity.”  
  
Moreover, the integration of sophisticated agency offerings has further bolstered its capabilities, she said, adding that agencies now provide specialised services that are tailored to GEOX’s specific needs, from data analytics to creative content development. “This partnership allows us to tap into a wealth of expertise and resources, enabling us to execute more effective and targeted marketing campaigns,” she said. 
  
"In essence, the evolution of our regional marketing department is characterised by increased efficiency, enhanced collaboration, and a more strategic approach to marketing. The synergy between new technology tools and agency offerings has empowered us to navigate the complexities of the Asia Pacific market with greater agility and precision, ultimately driving our brand's growth and success in the region," she said.
   
To ensure a brand’s partners across Asia embrace innovative marketing capabilities, brands should focus on engagement and collaboration, she said. Taking GEOX as an example, Tai said that aligning its strategies with mutual sales goals, creates a unified drive towards success. “We use data analytics to tailor our marketing to local needs, enhancing customer engagement and campaign effectiveness.” 
  
“We also prioritise ease of response, making our channels user-friendly and accessible. This encourages customer interaction, whether online or in-store. By aligning efforts with sales goals and prioritising relevance, we motivate our partners to adopt innovative practices, ensuring a strong brand presence across Asia.”

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