The next wave of web analytics – Marketing Analytics – Customer Intelligence
Web analytics has reshaped how marketing professionals thought about the role of data in decision making. The next major wave for our industry was the shift to an expanded example of digital analytics. Companies continued to measure the effectiveness of the web, but also started to analyze email, advertising, video, social and offline marketing channels. Sophisticated nurturing and content marketing strategies emerged as the norm, and enterprises pushed to understand their 「digital」 customers holistically. This includes social, PR and of course, offline brand interactions. Today, most organizations are thinking about marketing analytics – marketing interactions with customers and prospective customers….
Seizing the key moment of marketing is an important direction to build brand image
There’s no denying that consumer dominance is a major trend these days, and consumer reactions often dominate a brand’s lifeblood. Consumers often look up or write reviews online before and after shopping and enjoying various goods. In Hong Kong, for example, more than 75% of Hong Kong people search for relevant information online before making a purchase. This just reflects that the relationship between online and offline marketing is now very close, and brands cannot ignore the importance of the former. However, in this era of information explosion, consumers will not wait one-way to accept the positive message of the…
Make good use of CPA to maximize your marketing
I was fortunate to be invited by Google to attend the “Understand Digital Marketing & Analytics in a Day” seminar co-organised with the University of Hong Kong to share with the audience some cases I have done in Hong Kong, so that you can have a deeper understanding of how to make use of online marketing and data analysis. In the lecture, I shared an example of one of the tourist spots in Hong Kong to deconstruct how to make use of the online advertising charging model to maximize marketing. The common advertising charging model on the Internet is mainly…
The marketing implications of the crisis management of the two major airlines
In recent months, an Air China passenger plane almost crashed into a mountain, and the incident cannot help but remind people of a similar incident last year when the Shenzhen Airlines passenger plane almost crashed into the Big Buddha. In the face of a similar “public disaster”, the two airlines have chosen different ways to deal with it, and the final public reaction and impact are also very different. Shenzhen Airlines later admitted its negligence, saying that it had tentatively designated the pilots involved and promised to review and strengthen safety training, while Air China tried to cover up the…
Hong Kong is up to the era of going out without cash!
In late August, the HKMA granted the first batch of five SVF licences, namely Alibaba Alipay Wallet, WeChat Pay, Tap&Go, TNG e-Wallet and Octopus Easy Wallet. However, most people in Hong Kong do not have a deep understanding of stored value payments, so the popularity is far less than that of nearby areas. For example, in Hangzhou, China, the birthplace of Taobao Alibaba and known as the “largest mobile payment city”, a German recently experienced the convenience of going out without cash. When he visited Hangzhou in August, he tested the power of the “largest mobile payment city”, using only…
Shenghua Online Limited was awarded the Outstanding Business Partner Award for SMEs in Hong Kong
According to the Hong Kong Trade and Industry Department, in March 2017, there were about 320,000 small and medium-sized enterprises (SMEs) in Hong Kong, accounting for more than 98% of the total number of commercial units in Hong Kong, and providing employment opportunities for nearly 1.3 million people, accounting for about 46% of the total employment in Hong Kong (excluding civil servants). The success of SMEs is not only due to their own creativity and efforts, but also to the partners behind them. The “Hong Kong SME Business Excellence Partner 2017” Award Presentation Ceremony “SME Business Direction and Development Opportunities”…
HKCS IT Career Expo 2016
IT career talk CIO、IT professionals, IT entrepreneurs and academics will share some hands-on experience, from resume writing skills, introducing the latest and most popular IT jobs and path of getting into the industry, professional training, as well as startup experience and fund raising ways-will share all in the talk! Career talk topics: 10:30-15:15 Perspective of IT industry- financial technology Mr. Alex Cheung – Director of Platform Strategy, Infocast Limited Mr. Leo Tong, General Manager – Wellchamp Capital Limited & Vice Chairperson, Financial Technologies Special Interest Group, Hong Kong Computer Society 12:00 – 12:45 Perspective of IT industry-digital marketing Mr. Baniel…
How to effectively manage your brand reputation on the web
In the previous article, we discussed the importance of social media monitoring, and this time we will continue the discussion in the previous part about managing a brand’s online reputation. To manage brand reputation on the Internet, we need to start with three steps: first, we need to start with doxxing (Monitoring) to find out what netizens talk about the brand and why they are dissatisfied with it; the second is to wash the bottom (Repair), downplaying and optimizing the past and present bad reviews and scandals on the Internet; The third is to reveal the bottom (Reveal), and further…
Monitoring brand messaging is becoming more global
Under the influence of globalization, the news and PR events of the same brand in different regions will affect each other, and the so-called whole body is involved, and the relevant information of the brand in any country cannot be ignored. Before posting any advertisements and messages, you should pay attention to the latest news of your brand in other regions, otherwise you will be very busy with PR when you step on a landmine. Taking Samsung’s latest flagship phone, the Galaxy Note 7, as an example, after the phone was launched in mid-August, suspected battery explosions occurred in various…
