CMOs must prioritise consumers’ “hearts and minds” above “share of wallet”, claims the top marketer at Singapore-based telecoms business StarHub.

Speaking exclusively to M&M Global, StarHub’s head of marketing Wang Li-Na – a judge at next year’s Festival of Media Asia Pacific (FOMA) Awards – said a radical change is needed in the way that brands engage with consumers.

“We are seeing phenomenal growth in both social selling and brand advocacy,” said Li-Na. “Marketers need to radically change the way they engage and connect with customers, to win hearts and minds above share of wallets. This takes boldness, transparency and a deep understanding of customer psychology in marketing to the individual.”

Super-fans

StarHub, which positions itself as an “info-communications” brand, has for two years engaged with its audience via its online social platform, StarHub Community. Li-Na claims the approach has helped it win over a group of “super-fan” customers.

“The online space provides the best growth opportunities these days and I see the greatest potential in branded communities or brand-led community forums,” she said.

“Such communities provide the platform for better interactions with customers in terms of both quality and quantity, building brand advocacy in the process.

“Consumers are in control of what they wish to hear and see. With the power of social media in their hands, they are able to talk about – traditional word of mouth – but more importantly, talk back to brands. How brands respond in a timely, relevant and sincere manner will be the biggest challenge in brand building moving forward.”

Unlearn habits

Li-Na, who took up her current role in 2012, believes that senior marketers must do more to “unlearn” previous habits, and learn from the “emerging pool of fresh young talent”. She also expects social responsibility and sustainability to form a more integral part of marketing planning.

Ahead of the judging for the FOMA Awards 2015, Li-Na said that the use of media presented in entries must be “performance driven”: “This is an important factor which will stand out in a winning entry. It must have impacted the business in sales or in building brand equity.”

The final deadline for FOMA Awards entries is tomorrow, 12 December – click here for more details