Immersive technology used to be a far-fetch concept, provided only by lofty-funded companies and experienced and appreciated only by banked consumers capable of grabbing cutting-edge tech. Today, innovation in tech has seen more than just a sophistication in features but has evolved to provide the most important development of all  – AR and VR can now be experienced by everyone.

When mobile game Pokémon GO was released in 2016, AR had started to become a household name. Now, with the unprecedented digital lifestyle brought on by the pandemic, AR and VR had similarly risen to new heights - becoming brands’ top consumer engagement strategy, infiltrating people’s everyday life.

For the latest episode of MARKETECH Spotlight, we sat down with Malaysia’s fast-growing digital experience agency Unicom Interactive Digital (UID) to deep dive into how these digital experiences are developed. Through a conversation with its Chief Operating Officer Jareth Eng, we were let on the behind-the-scenes of AR development, and most importantly, the best practices and future trends in immersive technology straight from the experience builder.

For this episode of MARKETECH Mondays, our feature showcasing marketing leaders’ career journey to inspire the next generation of marketers, we sat down with Royson Poh, the deputy director for corporate communications of the Singapore Institute of Technology (SIT). Royson has held the position since 2018 and no one would have imagined that with such an esteemed role in communications, Royson actually had his start as a credit analyst at a credit bureau.

The turning point was when within the said analyst job, a supervisor had challenged Royson to take on a responsibility meant for sales which became the spark for him to transition beyond his initial chosen profession.

Esports is growing exponentially and on a global scale. According to a report by NewZoo, in the Asia-Pacific alone, the revenue within the gaming market has reached US$84.3B in 2020, making the region the largest market in the world.   

In the Philippines, the number of games has now reached 43 million, and one esports platform in the country, KALARO, is on the mission to be at the forefront of the esports industry in the country and engage these players – and more.   

Launched in October 2020 for its close-beta testing, KALARO was launched by The-AsiaGroup.com Inc. as a fully integrated end-to-end esports digital platform. The application includes features like tournament management, one-on-one challenges, and team competitions as well as coaching, piloting, and buy-ins, among others.  Almost one year after, we touched base with its Founder & CEO Jun D. Lasco to get to know how much it has grown since its entry into the industry - the platform itself and its vision and mission – and ultimately, after delta and beta testing for the period, finally, the launch of its first public version 1.0.

MARKETECH Mondays | Jovan Lin, AVP Marketing, PSB Academy | Singapore

When dialogue on marketing is sparked, the industry against the education sector isn’t always top-of-mind, hence, doesn’t always get that much attention due to its non-mainstream dynamics - with students as the ‘consumers’, and with the product, not just a purchase that could be merely classified as either a high- or low-involvement decision, but rather, education and a person’s shot at his or her future.

We are pleased for the second time to be able to learn the career and leadership journey of one marketing leader from the education space – the marketing director of one of Australia’s largest online MBA providers, the Australian Institute of Business – Stephanie Geroge.

The coaching industry, while a booming industry, is still a sector that offers massive room for exploration. Coaching, or which may sometimes look to as therapy - the much stronger household name for many - started out as a service perceived to be a ‘luxury’, where people saw it as a non-essential and a service only requiring additional expense. After all, the success of coaching is dependent on the client’s life ‘struggles’ and it’s easy for prospective clients to dismiss a service which presents itself as a solution to something the client has ‘complete control’ over.   

The global authority on the coaching industry, International Coaching Federation (ICF), defines coaching as “partnering with clients in a thought- provoking and creative process that inspires them to maximize their personal and professional potential.” ICF said that individuals who engage in a coaching relationship can expect to experience fresh perspectives on personal challenges and opportunities, enhanced thinking and decision- making skills, enhanced interpersonal effectiveness, and increased confidence in carrying out their chosen work and life roles. 

With the internet culture paving the way for more inclusive conversation in today’s time, people have grown to be more comfortable with ‘sharing’ their life problems and experiences, growing, at the same time, their openness to personal services such as coaching and therapy.   One coaching firm in the Philippines, Metamorphosis Group, whose services cater to career coaching, does not just aim to leverage the opportunity of a much more accepting consumer, but also the booming industry that still has yet to penetrate the Philippines.   

Of what would later become the company Metamorphosis Group, Danica started her services as a freelance career coach herself in 2019. Eventually forming her core team, the firm today offers services on career education, personal branding, and talent attraction, aside from its flagship career coaching.

You can read the article here and watch the video interview here.

Visit our website at www.marketech-apac.com.

In the latest episode of MARKETECH Mondays, we chatted for the very first time with a marketing leader in the education space – Neil Cullingford – the current director of marketing and communications of Murdoch University, the Australian-based public university in Perth.

With this, we aim to bring greater attention to the dynamics of marketing and branding in higher education, and most especially, what strategies are becoming the trend in the industry now that it has become one of the hardest hit this pandemic, shifting students and all stakeholders to navigate virtually.

Currently, as the lead of marketing at Murdoch, Neil is mainly responsible for the brand, marketing, and strategic communications strategies of the university, to build its reputation and future growth. Within Murdoch, he’s had quite a journey rising through the ranks, starting out as an associate director, and eventually landing his current position. Before we dive further into Neil’s inspirational successes, let’s first get to know his humble beginnings.

You can read the article here and watch the video interview here.

Customer experience has come a long way since traditional advertising and marketing strategies, and we have ventured deeper into digitizing it, leading to the rise of digital experience platforms (DXPs).

DXPs are best explained as “a piece of technology that allows marketers to create, manage and orchestrate, deliver and optimize personalized digital experiences across all touchpoints of a customer’s digital journey.” DXPs allow organizations to connect them closer to their target markets through these online channels and strategies.

Despite various DXPs being rampant across all the global industry of customer experience, new players tend to break the norms, in search of more efficient, organized, and flexible options that allow greater options for the businesses of today to save time and resources connecting with their customers.

Such is the feat of enterprise content management system Magnolia, based in Basel, Switzerland, on which its DX platform Magnolia DX Core, was recently recognized by consulting firm Gartner as one of the new key niche players in the DXP scene, according to its 2021 Gartner Magic Quadrant.

In the second episode of MARKETECH Expert Up Close – a platform for leaders and their leadership thoughts – we sat down with the founder of The-AsiaGroup.com Inc., the company that recently launched a Filipino-made esports digital platform called “KALARO” by its inventor and software architect, Jun D. Lasco. From personal reflections on his past work ventures to his vision for the future of the Filipino esports industry, Jun expresses his excitement as to why KALARO is the “missing link” on how a nationwide development of the country’s esports stature & competitiveness can be elevated into the international esports arena in less than one year.

You can read the article here and watch the video interview here.

Visit our website at www.marketech-apac.com.