Southeast Asia: making a connection
Blogger networks and well considered connections are both essential strategies for exporters targeting the Southeast Asian region, says Anne Lochoff.
Tapping into blogger networks in international markets is one of the best ways to create an ongoing research and development tool for your business. That’s the advice from strategic marketing expert Anne Lochoff, who knows the power of digital marketing from her two decades of experience in the field.
Lochoff chairs NZTE’s Beachheads programme for Southeast Asia, which connects companies with private sector advisors. She often advises firms on their strategies for entering the region, and says digital channels cannot be ignored.
“It’s key that New Zealand companies start looking at digital marketing as a part of their strategy for entering new international markets,” she says. “I constantly advise companies to invest in online communities. If you’re going to be in food and beverage, establish a foody blogger network that you can build up and also use as an R&D tool.”
Lochoff says networking with these online communities can be done from anywhere, and is a fast way to become known in a new market and receive instant feedback on products and services.
“This will be an investment in marketing where the asset is yours, and the online network will service you in market and out of the market because bloggers have extensive networks.”
Traditionally, Lochoff says marketing has been limited to one-off events rather than ongoing online channels that require investment.
During her career she has recruited, trained and led teams that developed electronic, print and digital