Genda Kok Beyond Digital
Glenda Kok, chief of technology business at Wunderman Thompson LatAm, presented on IAB Beyond Digital her talk Commerce as a Service, a look at her strategy for selling products and services online for their value and based on an understanding of the different media characteristics, consumer behavior and certain factors critical to success such as company management. According to the executive, online commerce can no longer be considered a complementary source of sales. She also noted that consumers now demand integrated experiences in terms of excellent delivery services, competitive prices and media integration. “Brand value is created well beyond product performance. Companies must make sure that these diverse online ads complement their general retail offers, which ought to include both the digital and the physical, bearing in mind the consumer’s all-around media experiences,” Kok said. The executive also showed how, according to the Future Shopper Report 2021, developed by the agency, that some 80 percent of those questioned would like brands to be more innovative in the way they use digital technology so as to improve the experience, while 78 percent plan to do more online shopping in the future.
