Webinar highlights marketing strategies for the digital world  

In collaboration with Fishermen Integrated and the Faculty of Accountancy and Management (FAM), the Centre for Entrepreneurial Sustainability (CENTS) hosted a webinar titled Marketing Strategies for a Digitally Networked World on 27 April 2022 via Microsoft Teams.

Mark Darren Lee (top row, second from left) with participants

Speaking at the webinar was Fishermen Integrated Managing Director and Co-Founder Mark Darren Lee. Fisherman Integrated is a leading digital agency in Malaysia and Singapore, specialising in online content creation, digital campaigns, social media, online analytics and optimisation for brands in the digital world. The participants from the webinar gained insights on developing strategies to serve digital and social networking markets.

In the webinar, Mark Darren Lee spoke about his career progression and experience of working at the World Wide Fund for Nature (WWF), Leo Burnett Group and Digi Telecommunications before he founded Fishermen. “We need to continuously learn, upskill ourselves and move on to the next stage. Fishermen started with only six employees but we have more than 60 employees now. In Fishermen, we do social media content, digital campaign, content production and analytics search engine optimisation and media. Success comes from a lot of groundwork.”

Mark Darren Lee (right) during his presentation

During the webinar, Mark Darren Lee also shared some lessons and marketing strategies which won the hearts of Malaysians. “The process of creating content is tedious. We need to identify the business challenge, objective, target audience and insight for the content. Upon identifying an objective, we need to solve the problem creatively and bring the ideas to life. Look for meaningful insight, understand the competitive market, do not be afraid to try and be daring to try something new or different.”

He added, “It is good to look for opportunities when competition is quiet. Ideas can include your competitors and something least expected. Collaborations and trends build traction. Opportunities come from conversations on social and it is also an opportunity to turn social tensions into positivity. Build interactions between brands and consumers. Unexpectedness can create excitement. Timing is important, so ride on opportunities.”

“We need to research consumer insights as a base for the ideas from interviews and observations. Look for opportunities from consumer insight. Do not be afraid to be daring and try out new ideas and solutions. If you do not try, you will never know and learn. Always challenge the norm and stand out from the clutter. Create your brand to be distinctive and ownable. Find your passion and it will drive you to do more things and change the world for the better,” advised Mark Darren Lee.