GLICO [TYO: 2206]

Bui Hoang Phu, Head of Marketing at GLICO in Vietnam, boasts nearly​ 20 years of FMCG marketing expertise. Responsible for overseeing marketing across confectionery, milk dairy and health and wellness categories, his strategic leadership drives brand growth and consumer engagement. With a consumer-centric approach, he targets diverse demographics, from teenagers to health-conscious individuals. Before his current role at GLICO, Phu gained valuable experience in renowned FMCG companies such as Nestle, Kimberly Clark, Abbott Nutrition, and Fonterra.

Through this article, Phu discusses key trends shaping consumer engagement, such as the rise of artificial intelligence, the power of influencer marketing and the need for data-driven strategies.

What, according to you, are some of the challenges that the sector has witnessed, and how has it impacted the field?

Over the past few years, marketers have faced several interrelated challenges in keeping up with the rapidly changing digital landscape and evolving consumer behavior. First is the need to continually adapt marketing strategies to stay relevant as both the marketplace and marketing trends shift swiftly. Related to this is the essential shift towards data-driven marketing; understanding real-time consumer insights through digital signals is key to effectively tailoring campaigns. Finally, the heightened competitiveness of the digital marketplace necessitates that brands remain agile and innovative, investing in consumer recognition and retention efforts to stand out.

To address these interconnected challenges of swift change, data-driven adaptation, and intensified competition, implementing customer relationship management (CRM) systems can prove highly effective. CRM utilization enhances consumer loyalty and brand retention–critical goals considering consumers’ exposure to diverse information sources. Strategic CRM approaches allow brands to understand, reach, and engage target consumers amidst an increasingly crowded digital landscape.

Are there any recent industry trends you want to shed some light upon, and how do you leverage those trends in your recent projects?

Emerging marketing trends such as AI-generated content and user-generated short-form videos have recently reflected a shift in consumer power. Unlike in the past when communication was largely one-way, individuals now can create and influence content. Consumers can impact manufacturers directly through immediate feedback and leveraged influence within their communities.

“While leveraging consumer-generated content can prove highly effective, marketers must focus on the core brand purpose to avoid distraction from transient trends like social media and influencer marketing.” 

This empowerment has increased consumer creativity and disruption compared to traditional marketers and manufacturers. Marketers must adapt by crafting compelling brand stories and engaging content that inspires consumers to share and create brand-related content organically. Compelling storytelling encourages brand advocacy, with consumers generating valuable content themselves.

While leveraging consumer-generated content can prove highly effective, marketers must focus on the core brand purpose to avoid distraction from transient trends like social media and influencer marketing. Consistency in messaging maintains brand authenticity amidst evolving dynamics. Marketers must be vigilant against the dilution of branding and instead inspire meaningful consumer content through captivating stories aligned with the brand’s purpose.

How do you envision the future of the marketing sector, and what advancements do you hope to see in the field?

Recent marketing advancements have highlighted the growing importance of data-driven modeling capabilities. Understanding consumer behavior across various touchpoints has become crucial with the proliferation of big data and rapidly evolving social networks. Marketers must embrace agile systems that can effectively collect and analyze consumer insights, swiftly adapting to changing trends. Data-driven marketing decisions are poised to lead the landscape over the next decade. 

Generative AI has emerged as a prominent trend, offering unprecedented marketing opportunities through its ability to process vast data and provide valuable insights rapidly. This technology will likely create new specialized roles focused on AI-driven campaigns. Over the coming years, AI is expected to revolutionize marketing practices, becoming an indispensable tool for marketers worldwide. 

The rise of data-driven consumer modeling and generative AI signifies a new era defined by adaptable, insight-led marketing. Agile data collection and analysis will allow marketing teams to optimize decisions as these technologies progress, while AI will unlock innovative strategies. By embracing these advancements, marketers can achieve enhanced consumer targeting and engagement.

What advice would you offer to other leaders in the marketing sector based on your experience in the field?

As a marketing lead, I believe a fundamental aspect of marketing lies in understanding the consumer’s thoughts and feelings. In today’s rapidly changing digital landscape filled with market noise and distractions, neglecting consumer insights can lead to misguided strategies and short-term tactics. To ensure a sustainable marketing approach, delving into consumer behavior to decipher the reasons behind actions and preferences enables crafting consistent, resonant marketing strategies. 

Staying abreast of evolving marketing trends remains essential. Traditional methods like TV ads have shifted towards AI-generated and user-generated content. This empowerment lets consumers voice opinions and influence others, presenting creative engagement opportunities. Crucially, turning marketing plans into compelling content proves key. Encouraging consumers to discuss and create brand-related content can signify campaign success.

I believe in prioritizing consumer understanding, attuning to evolving trends, and fostering engagement through content creation. These principles form the foundation for successful strategies in today’s dynamic landscape. Consumer insights, adaptation, and creative content must align to drive resonance and advocacy.