Kuala Lumpur: Evolving technology has disrupted or challenged traditional businesses more often than ever. First it was music, photography, and video, then tourism, print media, and transportation.
Audit Bureau of Circulations Malaysia (ABCM) board member Prashun Dutt said marketers and media were forced to review, adapt, evolve and reinvent their services, as service differentiation could no longer offer a sustainable advantage.
“The marketing canvass has changed, and the primary issues faced are disruption. Digital social connectivity brought the word closer but broke barriers, and the openness in the world has changed consumers’ mindset and purchasing pattern.”
Prashun was speaking at a press conference to announce ABCM’s 17th workshop on disruptions affecting marketers and media organisations.
ABCM vice-chairman Foong Ai Peng said the workshop would explore factors caused by disruption, such as challenges encountered and the defences and counter-measures taken to remain relevant.
The workshop will be held from Sept 1 to 4 at Movenpick Resort Phuket, Thailand, with prices starting from RM2,800 for members and students on a twin-sharing basis. Those who wish to participate can register at www.abcm.org.my/conference2016.
ABCM named Yap Chee Weng as its new chairman, replacing Fan Chen Yip.