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Passion points and relationships: Marketing 2.0

Anushkar Mohinani | Feb. 20, 2012
RIM’s Gerald Ang talks about connecting with consumers in Indonesia – the second largest users of Blackberry.

“Marketing is more than just thinking about campaigns. It has evolved to become about long-term relationships and engaging communities, “said Gerald Ang, Blackberry’s head of digital marketing.

He was presenting at the Singapore Polytechnic Media and Communication Conference 2012: Click to Connect, last week.

“It is about understanding your audience, knowing their passion points and then capturing their hearts,” Ang added.  

“It also involves creative thinking with minimal budget and time,” he said.

Connecting with social networkers
“Indonesia is a very important market for RIM (Research in Motion).  It is the second largest business for Blackberry with about 1.5 million fans,” noted Ang. 

“One of RIM’s approaches to engaging with the Indonesian consumers is through community activities that capture their passion points,” he added.

For instance, RIM hosted a concert in Jakarta, called Live & Rockin, which Ang said was very successful in connecting with their Indonesian community. Moreover, the budget wasn’t high, according to him. “The promotion of the event was purely digital and through social media,” said Ang. “This approach was feasible because Indonesia is a digital native country,” he added.

“Indonesians are highly engaged social networkers,“ said Ang. “Seventy-seven per cent of Indonesians use their mobile phones for social networking and there are about 43 million Facebook users in Indonesia. They rank third in the number of Facebook users and sixth in the number of Twitter users worldwide,” he pointed out.


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