INTEGRATED MARKETING

COMMUNICATIONS & BRANDING

L4
DIGITAL MARKETING
551270 (FT) AND 551272 (PT)
 1. TO RECOGNISE ITS INCREASING IMPORTANCE OF DIGITAL
MARKETING IN STRATEGIC PLANNING

2. TO UNDERSTAND THE ROLE OF DIGITAL MEDIA IN A

MARKETING STRATEGY AND HOW DIGITAL & SOCIAL MEDIA
LEARNING CAN BE USED AS AN EFFECTIVE MARKETING TOOL

OUTCOMES 3. TO ILLUSTRATE THE VARIOUS FORMS OF DIGITAL MARKETING

4. TO UNDERSTAND THE APPLICATION OF SOCIAL MEDIA FROM

THE LATEST TRENDS

5. TO CONSIDER MEASUREMENT AND METRICS

INCREASING IMPORTANCE
OF DIGITAL MARKETING
IN STRATEGIC PLANNING
RAPIDLY CHANGING
MEDIA ENVIRONMENT

1. Increasingly difficult to target audiences &

communicate effectively
• Consumers no longer passive recipients
• They demand more than information
• From a myriad of sources
• Engaged/disengaged
• Connected
• No down time
• Influencers & micro-influencers (word of mouth, higher
engagement rate compared to macro-influencers, Tribe)
WHAT IS YOUR FAVOURITE WEBSITE?
WHY?
 HOW OFTEN DO YOU VISIT?

https://datareportal.com/reports/digital-2021-hong-kong
https://datareportal.com/reports/digital-2021-hong-kong
 RAPIDLY CHANGING MEDIA ENVIRONMENT
2. Traditional mass media (moving away)
• Television, radio, magazines, newspapers, billboards etc
• Google and Facebook account for £1 for every £5 of advertising
spending
3. Now drive consumers to Websites, Social Media & mobile Apps
• Digital & mobile first
• Online strategies (challenging)
• Provide detailed information
• Be informative, experiential, entertaining, interaction, personalisation
• Multiconnected (many devices)
4. Impact of Covid-19
DIGITAL ADVERTISING PROJECTION IN HONG KONG
ONLINE ADVERTISING:
BENEFITS AND COSTS
Individualisation User distraction
Interactivity Too many choices
Immediate publishing International
Cost efficiency coordination
Rapid change
Short lead times
 CURRENT MARKETING TRENDS –
WHY DIGITAL MARKETING?
Increased focus on cost effectiveness of Marketing (what does marketing delivers?)
24/7 always on
Social media everywhere (where customers are) More than 80% of all shares are 'dark', meaning
they are attributed to the wrong channel.

Shift to Dark Social (84% of outbound sharing)

Consumer knowledge
Influencers
Data Challenge – BIG DATA (insights, security) https://www.convinceandconvert.com/
social-media-strategy/what-is-dark-
social/
Multi-channel behaviour
Ad-blocking
Declining effectiveness of mass marketing (engaging, personalisation)
https://www.iab.com/wp-content/uploads/2017/01/IAB-
DMSC-Study-Guide-February-2017-1.pdf
PACE OF CHANGE

50 years =
50m listeners

•Digital Disruption-the change that

occurs when new digital technologies,
business models affect the value
proposition of existing goods and
services.

•For example, e-reader and printer

books; video streaming and? any
other?

IMC&B | Topic 5 | Digital Marketing| Fannie Yeung

PACE OF CHANGE

DIGITAL DISRUPTION

2.5 years =
50m products
PACE OF CHANGE

DIGITAL DISRUPTION CANDY CRUSH

2 months =
50m users
….barriers to entry are
now at an all time low
and it is easier than
ever to disrupt a
market.
 DIGITAL DISRUPTION

Static to Interactive sharing

 WHAT HAS CHANGED YOUR LIFE?

https://datareportal.com/reports/digital-2021-hong-kong
 WHAT DO THEY HAVE IN COMMON?
1. Participation - Social media encourages contributions and feedback from everyone, online conversation
2. Openness - requires honesty, transparency and authenticity
3. Build relationships - two-way communication channel. Online conversation through various social media tools
happen in real time with real people
4. Reliability - To make your profile reliable, you need to consistently show your online presence
5. Build communities - Social media sites allow you to build communities quickly, this helps you communicate more
effectively
6. Customer service https://blog.galaxyweblinks.com/social-
media-marketing-and-its-characteristics/
WHAT IS DIGITAL
MARKETING?
 WHAT IS DIGITAL MARKETING?

• DIGITAL MARKETING IS AN UMBRELLA TERM USED FOR ALL THE MARKETING ACTIVITIES THAT TAKE
PLACE WHEN THE MEDIUM IS DIGITAL OR INTERNET.

• FOR EXAMPLES:
1. SEO (SEARCH ENGINE OPTIMISATION)
2. SEM (SEARCH ENGINE MARKETING)
3. EMAIL MARKETING
4. MOBILE MARKETING
5. SOCIAL MEDIA MARKETING, ETC.
 DIGITAL MARKETING: PAID & EARNED MEDIA
• In very broad terms, there are three things Which one is more valuable?
you can do with Digital Marketing:

when the consumer

When a brand pays When a brand owns becomes the
to advertise a some form of channel by
campaign (e.g., internal content such endorsing the
Nike runs display as an internal blog or brand in some way
and video social media (e.g., (e.g., Kendall
campaigns to
promote their new Paid BMW’s Facebook
page to publish Owned Kardashian posts a
new shake she’s
Earned
Air Jordan). content). been drinking for
For her fast).
DIGITAL MARKETING: PAID & EARNED MEDIA
• paid per click
• Search engine advertising
• Banner adverts (ad blocking)
• Sponsored social media post
(algorithm changes, e.g.
Facebook)

• Press coverage, shares and

retweets, blog posts
• Increase visibility and content
reach through social media
engagement
• More trusted and credible
• Vital role of brand influencers

- Driven by content
marketing strategy
 DIGITAL OPTIONS: KEY TOOLS
• Company Websites (e.g., https://www.kowloon-taproom.com/)
• Banner ads (click-through rates only .3%; B2B>B2C; brand familiarity; yet attention?)
• Sponsorships and Microsites (small area paid for by external co.)
• Rich Media: Interstitials/Superstitials/pop-ups/ online video ads
• Browser ads (viewer is paid to watch ads)
• Alliances and affiliate programs (e.g., AOL and Amazon; www.there.com)
• Push technology (e.g., Real Video; Infogate/AOL)
• Search engine advertising (keywords/targeted content; 41% of online ads), blogs,
podcasts (audio blogs; www.podnova.com ) (Nielsen/McKinsey NMIncite tracks/
analyzes blogs)
• E-mail ads (opt-in versus opt-out; e-zines; wireless; mobile phone/ text messaging)
• Mobile Advertising and Apps
• Social Media: Facebook, Instagram, Twitter, YouTube, Second Life, LinkedIn, Pinterest,
Snapchat… (www.comscore.com; www.radian6.com; tracks/analyzes)
 1. SEARCH ENGINE MARKETING:SEO

Google Shopping
Adverts
• 41% of online advertising budgets
(PLA Product ListingAdverts)
• Keywords (Google Ads)
• PPC (pay per click)
• Affiliate marketing PPC (Pay Per Click)
• Location based adverts (integrates
mobile advertising and location-
based services
• SEO – Search Engine Optimisation
Location
based

Quality Score is Google's rating of the
quality and relevance of keywords, landing
pages, click-through rate, and PPC
campaigns. Advertisers with better Quality
Scores get more ad clicks at lower costs.
SEARCH ENGINE MARKETING:
NATURAL SEARCH/SEO
• Natural search (organic search) involves optimising a
website so that it will appear near the top of the results
page when searched
• Search engine optimisation (SEO) is altering a website and
incoming links so that it does well in organic, crawler-based
listings
• Websites optimise both their content, links and meta tags
with keywords that visitors are likely to type into search
engines (landing page quality, keyword relevance)
• Paid search e.g. PPC, Adwords, Display, PLA (Product Listing
Adverts)
 Site ranking factors(Google Ranking Factors) are indicators that determine a website’s
ranking in search results. Ranking signals constitute the search engine algorithm 計算程式

https://avengering.com/en/what-are-the-google-ranking-signals-and-factors/
 2. SEARCH ENGINE MARKETING: PAID SEARCH
Keyword Matching Advertising:
• prospective advertisers bid for keywords by indicating how much they are willing to pay each
time an Internet shopper clicks on their website as a result of a search (cost per click).

Source:(Google Ad Words: www.adwords.google.com)

DISPLAY ADVERTS
 GOOGLE DISPLAY NETWORK
Google Display Network provides a platform for you to place ads on a variety of news sites, blogs and other niche
sites across the internet and It is the largest global network with vast reach, so it is a cost-effective way to place ads
on it.
• Develop all kinds of ads - text, image, interactive and video ads.
• Place those ads on result driving websites.
• Show those ads to the people that are likely considered to be interested.
• Manage your budget and track the campaign results.
 OTHER NETWORKS

http://matrixgroup.com.hk/adone/display-ads.html
 DISPLAY ADVERTS

Display ads include traditional banners and

Display ads are the second many additional sizes
largest Digital Marketing spend Formats include rectangles, pop-ups, banners,
buttons, interstitial, and skyscraper display ads

A) Search term
Driven by: B)Behavioural targeting (dynamic ad placement
or re-marketing) – individual web-browsing
behaviour, use of cookie

Video advertising comes next and is fastest growing

 sponsored by Google, this program
ADSENSE: enables advertisers to run ads on sites
other than Google’s own site.

Display
Adverts: www.google.com/adsense

Content-
Google then acts as an ad agency
Targeted placing ads and receiving a commission
(e.g., 20%).
Advertising
The advertisements are
Also expanded to mobile content and RSS
less intrusive and relevant
to the website. Many (Really Simple Syndication) feeds used for
websites uses AdSense to publication (e.g., a blog entry).
make money from their
web content
 LOCATION-BASED SERVICE (ACCURATE TARGETING)

• Dyson has launched a considerable number of

product experience events in different mega
shopping malls in Hong Kong including Festival
Walk, YOHO Mall, APM, Hysan Plaza, Harbor
City, etc.

• To drive the foot traffic of the potential

customers to the event, the location targeting on
mobile device can feed the ad to customers at a
specific range of location for foot traffic
generation.

https://axismedia.com.hk/
 CONTEXTUAL ADVERTS (NATIVE ADVERTISING)
What should you do when you have the
best products and finding the way to get
1. Ad servers serve ads into web sites as
people know!
appropriate users view pages
Native Ads looks more like real content
• Facebook also offers specific ad targeting based on than just an advertisement.
user profiles

2. This process is also the basis for Google’s AdSense

program
• Contextual ads (keyword search) are the largest
category of online advertising
3. Dynamic Ad Placement ‘personalized content’-
banners automatically change in order to adapt
content and promotions specifically to each user
NATIVE
ADVERTISING
Stream Ads allow advertiser to
gain audience attention by
providing advertising message
that blends seamlessly into
editorial content and appear
naturally across PC, Mobile
phone and tablet, thereby
bridging the gap between
content and advertising

https://yahoo.digitalad
vertising.com.hk/Native
_Ads.html
 3. EMAIL
MARKETING
• E-mail is used by 89%
of Internet users
• 75% of marketers invest in
e-mail campaigns
• Creates a true 1 to 1 channel
• Can be used by any marketer
• Cost-effective
• Can be personalised
• Well-suited to retention
campaigns
• Measurable (like any good
direct marketing technique)
• It’s everywhere
• Direct and indirect reach
(forwarding)
IMC&B | Topic 5 | Digital Marketing| Fannie Yeung
EMAIL
MARKETING
 EMAIL MARKETING (EDM) TOOL MAILCHIMP

1) Use Automation to send a welcome email and 2) send a new article (updated newsletter) manually
download link - set the email title and content to send to subscribers

3) More Digital has about 3,200 active subscribers and the

Mailchimp program is about HK$415 per month, so to find out if
Mailchimp is worth the money, let's look at our email performance
and let's take the data from the last 3 months as a reference:

In the marketing industry where MORE is located, the average

email opening rate is 17.38 percent, while the point rate is 2.04
percent, i.e. MORE's EDM performance is higher than the
average for the same industry.
https://moredigital.com.hk/2021/09/13/invest-in-edm
tool/?utm_source=MORE+Digital+Subscribers+List&utm_campaign=542166d72d-
EDM+vs+Ads&utm_medium=email&utm_term=0_249af83c0c-542166d72d-238515604
 HOW DOES MOBILE AFFECT BRANDS?
• Google Goggles allows consumers to take pictures of brands,
ads, and other objects with their mobile phones (like a bottle
of wine) and then links the picture to a Google search for
more information on the brand, ad, or object.

• Mobile marketing makes use of multiple services and data

information like location-based services, buyer persona and
their habits, user preferences, etc.

• Therefore, certain mobile ads will appear only when a user

enters a certain geo marked boundary.

• Mobile advertising has been growing at tremendous pace

and it can help with enhancing brand awareness, loyalty,
customer satisfaction, sales promotions (e.g., contests, deals),
and local retail IMC efforts. It also is a medium in which
companies are testing new marketing ideas
 4. MOBILE MARKETING
• Mobile Internet usage grew about 25% annually from
2007-2016
• Techniques for mobile devices include:
• Display ads
• App ads
• Messaging
• Location-based ads
• Paid search
• Video
• Beacons
• Advertising on mobile devices is likely to
increase
• Role in purchase?
 WHAT ARE SOME OF THE BENEFITS OF
MOBILE INTERNET?
advantages

disadvantages
• Stay Updated - The information may range
from visiting new sites, reading breaking
news, and business information.
• Locate Yourself- Mobile internet helps you
to find new information in different areas,
e.g., GPS (global positioning system). Get
personalized alerts with mobile internet.
• Use Social Networks - Social networking
sites, such as Facebook and Twitter for you
to contact your friends via WhatsApp and
social sites. Easy for you to update your
status or check the updates of your status.
• Privacy issues - common with internet
connections. Search engines frequently
archive search history of users. Some
companies may get this information for
their personal benefits.
• Connectivity - 4G networks is limited to
specific regions and carriers. You must
have compatible hardware to use this
network.

https://bmmagazine.co.uk/business/advantages-disadvantages-of-mobile-internet/
 ABOUT MOBILE ADVERTISING

Mobile phone advertising can occur as text-based

ads, banner advertisements, videos or even as mobile
games.

Considering the average screen size of mobiles, the

advertisements are optimized to fit into a smaller
display area.

Seeing an online promotional advertisement pop up

while you’re using an online app is a common
occurrence.

https://www.mobileads.com/blog/mobile-advertising
 (2) HOW MANY
(1) How many
PEOPLE
visited a particular CLICKED THROUGH A
Web site? PARTICULAR WEB AD?
Simple
Measurement
of Online Ad
Effectiveness (4) What actions
(3) What are the
were taken following
demographic
click-through?
characteristics
(and cost per action,
of these people?
e.g., registration, purchase)
5. What is Social Media Marketing?
• Uses social media to influence consumers toward a website, company, brand, product,
service, or a person
• Typically, the end goal of social media marketing is a “conversion,” such as the purchase
of a product, subscription to a newsletter, registration in an online community, or some
other desirable consumer action

IMC&B | Topic 6 | Social Media Marketing | Fannie Yeung

WHICH SOCIAL MEDIA DO YOU USE?
WHY DO YOU USE THEM?
 WHAT IS SOCIAL MEDIA?

A social network site is an online service on which members can establish relationships
based on friendship, kinship, shared interests, business advantage, or other reasons.

Social media is media (video, images, articles etc) that people can create, share or
exchange in virtual platforms and in many case virtual communities.

A virtual community focuses on building relationships using discussion boards to

converse about topics of shared interest.

While other virtual communities are driven by thoughts and ideas, social networks are
primarily organised around people, not interests.
 SMM DIFFERENT FROM CONSUMER USE

How is it different?
• Planned activities
• Targeting consumers
• Aims:
• Achieving Marketing &
Business goals
• Planned Campaigns:
• Social Media Objectives,
Metrics to Measure
 Syndicated
Content
3rd Party
Product Social
reviews Networking
Sites

Voting
Features Blogs

Social
SOCIAL MEDIA
Media
Marketing
Activities
MARKETING ACTIVITIES
User-
generated Viral/WOM
Content

RSS Micro-
Blogging
Feeds
Co-hosted O/L
communities
 • Sharing • Editorial
• Socializing • Commercial
• Conversing • User-
Generated

Social Social
Community Publishing
4 ZONES
OF
Social Media
Channels
Social Social
Commerce Entertainment

• CRM/Service • Games
• Retailing/Sales • Music
• Human • Art
Resources

Different ways you use social media

1. SOCIAL COMMUNITY
 A SOCIAL MEDIA PLATFORM TARGETED AT YOUNG
MOBILE PHONE USERS, WAS THE SECOND-MOST
DOWNLOADED APP IN THE WORLD IN 2019. IT WAS
THE MOST DOWNLOADED APP IN JULY 2020

What industries are suitable for TikTok advertising?

• Brands related to retail and lifestyle are the best fits
for TikTok’s app nature.
• TikTok is a visually oriented platform, it’s better if
brands got products to showcase. Thus, TikTok
advertising can generate huge noise for fashion and
beauty, food, travel, gaming and retail industries.
• Brands with young target audience particularly young
millennials or GenZ, TikTok would be an ideal choice to
build connections with your target audience.
• Brands that target worldwide as TikTok is currently
available in 155 countries and supports 75 languages.
As of Jan 2020.
https://www.asiapacdigital.com/digital-marketing-
insight/tiktok-heat-will-go-on-a-complete-tiktok-advertising-
guide-for-all-marketers
2. SOCIAL PUBLISHING
3. SOCIAL ENTERTAINMENT
4. SOCIAL COMMERCE
 Controls content seen by audience
TRADITIONAL One-way communication
MARKETING Domineering approach
Exclusivity agreements
Why
Social
Media Is
Emphasises audience contribution
Different? SOCIAL MEDIA Two-way communication
MARKETING Discussion approach
Trust building
 SOCIAL MEDIA PROS & CONS

Pros Cons

• Highly engaging • Limited control Negative

Interactive feedback No guarantees
Feedback • Difficult to plan outcomes
• Cost effective Growing • Hard to use in planning NPD
case history launches Consumers can
• Consumers can act as KOL’s WOM damage your brand as
• Advocates • easily as build it
 HOW MANY PEOPLE USE
SOCIAL MEDIA?
Worldwide Hong Kong

https://www.oberlo.com/blog/social-media-marketing-statistics https://datareportal.com/reports/digital-2021-hong-kong
Worldwide Hong Kong
 MOST POPULAR SOCIAL
NETWORKS WORLDWIDE
AS OF JULY 2020, RANKED
BY NUMBER OF ACTIVE
USERS

IMC&B | Topic 6 | Social Media Marketing | Fannie Yeun g

MOST IMPORTANT
SOCIAL MEDIA
PLATFORMS FOR
MARKETERS
WORLDWIDE AS OF
JANUARY 2020

IMC&B | Topic 6 | Social Media Marketing | Fannie Yeung

 THE POWER OF SSM

https://www.oberlo.com/blog/social-media-marketing-statistics
Social Media is Free
MYTHS OF
Social media will replace traditional
media SOCIAL
MEDIA
Social media should function
independently of traditional media MARKETING
Social Media Marketing is New
 While most sites do not have a fee for usage,
costs include:

• Time and resources

• Fees for producing and creating content
MYTH1: ➢ Copy
➢ Images
IT IS FREE ➢ Video
➢ Competitions
• Costs related to media used to publicise social
media
• Fees for consultants or agencies involved in
building and executing the social media
strategy
 MYTH2: SOCIAL MEDIA WILL REPLACE
TRADITIONAL MEDIA
• Traditional media may be shrinking,
but it is shrinking at a slow rate, so we
can expect it to be around for at least
several more decades. And although
social media spending is indeed rising
at a rapid rate, there is no reason to
believe this rise should hasten the
decline of other media formats.

• Understanding the strengths and

weaknesses of these powerful types of
media and using them to complement
each other will allow your brand to Global Media – Time Spent
get the best return on your PR and
marketing efforts.
https://www.linkedin.com/pulse/can-social-media-replace-
traditional-evan-nierman/
 MYTH 3: SOCIAL MEDIA SHOULD FUNCTION
INDEPENDENTLY OF TRADITIONAL MEDIA

• The mechanics of social media Goo on the

function very differently from TV
traditional media, and as a
result, many companies run
their social media independent Goo Goo
of their traditional media. on the on the
Go Web
• This is a mistake. The goal of
social media and traditional
media is the same—to attract
and engage customers—and Goo Games
efforts in both areas can and
should reinforce one another. No! IMC Rules!
https://www.marketing-interactive.com/admango-report-hk-adspend
 MYTH 4: SOCIAL MEDIA MARKETING IS NEW

Not new, but this is:

• Technology and media are
changing the role social,
behavioural, and economic
concepts play in modern
marketing efforts

• Conversations are now

public, online, and viewable
for the indefinite future

https://www.digitalmarketing-
conference.com/the-impact-of-new-
technology-on-marketing/
 MYTH 4: SOCIAL MEDIA MARKETING IS NEW

Social Self-Image Is their social networking

behaviour matching their
• How consumers feel others see
social self-image?
them?
New categories to
consider which never
existed before social
This networking?
Is
Me
 SELF IMAGE IN SOCIAL MEDIA

• Social media affords users the ability to control how

they present themselves to their audience. People
generally choose to show an ideal self-image on social
media.
• People choose to share things that are self-enhancing
to both close and distant friends. They seem to self-
verify primarily when considering close friends as the
primary audience.
• People make associations with brands congruent with
their self-concept as a means of self-expression.
• Social media users might share ads or like products
differently, depending on their perception of the
audience that can see them.

Source: Zheng, A., Duff, B. R. L., Vargas, P., & Yao, M. Z. (2020). Self-Presentation on Social
Media: When Self-Enhancement Confronts Self-Verification. Journal of Interactive
Advertising, 20(3), 289–302.
“SOCIAL MEDIA IS THE DIGITAL VERSION OF WHAT PEOPLE HAVE BEEN
DOING FOREVER”

IMC&B | Topic 6 | Social Media Marketing | Fannie Yeung

 TO SHARE

Does your café look good enough to share on?

Does your cake look good enough
to share on?
WHY DO CONSUMERS
ENGAGE IN SOCIAL
NETWORKING?
• What they tell you:
• Connect with people
• Share things
• News, photos, stories,
experiences, links,
things they like
• Play games
• Exchange information
• Share opinions
• Find out information and
exchange with similar people (niche
tribes)
SOCIAL MEDIA – RELEVANT CONSUMER THEORIES

Community Personality
Power

Word
Social Need to Belong
of
Power
Mouth

Self Concept
 SOCIAL MEDIA ENGAGEMENT

1. Presentation of self:
• The crafting of a personal profile or virtual self
over time signifies identity.
2. Action and participation:
• Social media sites allow users to perform a variety
of tasks such as viewing shared content, posting
content, commenting, discussing, and collaborating.
3. Uses and gratifications:
• Users are motivated to adopt and continue using
social media for a variety of reasons, ranging from
the information to be exchanged to the social Source: McCay-Peet L., Quan-Haase A. (2016) A Model of Social Media
Engagement: User Profiles, Gratifications, and Experiences. In: O'Brien H.,
benefits to be derived.
Cairns P. (eds) Why Engagement Matters. Springer, Cham.
4. Positive experiences:
• These include the flow, positive emotions, and
serendipity, which users may experience during their
use of social media.
 • HOOTSUITE IS A SOCIAL
MEDIA MANAGEMENT
PLATFORM. THE SYSTEM'S USER
INTERFACE TAKES THE FORM OF
A DASHBOARD, AND
SUPPORTS SOCIAL NETWORK
INTEGRATIONS FOR TWITTER,
FACEBOOK, INSTAGRAM,
LINKEDIN, GOOGLE+ AND
YOUTUBE.

https://www.hootsuite.com/resources/digital-in-2019
 FIVE KEY
SOCIAL MEDIA
TRENDS IN 2019
• BASED ON A SURVEY OF 3,255
HOOTSUITE BUSINESS
CUSTOMERS, FROM LARGE
ENTERPRISES TO SMALL
AGENCIES, CONDUCTED IN Q3
2018

https://www.hootsuite.com/resources/digital-in-2019
https://www.hootsuite.com/resources/digital-in-2019
 CHATBOTS
• Chatbots offer a new and flexible way for businesses to create a brand-new experience for mobile users.
Chatbot responses are conversational, it can give personalized suggestions, answer enquiries, process
orders, show the effect of certain product or update the latest news stories etc.

https://chatbot.com.hk/
 FACEBOOK GROUPS
HOW TO DEVELOP ENGAGING COMMUNITIES?
• customers are loyal to companies that treat them well. Inviting fans to be part of a community and engaging with
them directly and regularly shows you care, and builds invaluable loyalty and trust.

As a customer support community As a feedback forum

https://blog.hootsuite.com/facebook-groups-business/
HONG KONG FACEBOOK GROUPS

Private Group
https://www.hootsuite.com/resources/digital-in-2019
 EMPATHY IS AT THE HEART OF STORYTELLING;
CREATIVITY MUST MEET LOGIC

Telling stories about real people

and their experiences to make
the audience care was seen an
effective tactic to connect with
customers.

https://drkarensutherland.com/20
17/10/08/social-media-hong-
kong-style/

https://www.youtube.com/watch?v=IIBMyGQ9yzY (5:30mins)
 Organic reach is the number of
people who see your content
without paid distribution.
Paid reach includes the
people who see your
content as a result of paid
promotions

https://www.hootsuite.com/resources/digital-in-2019
 WHAT DO CUSTOMERS LIKE ABOUT ADS?

With 70% of consumers clicking on social media ads,

marketers must be doing something right. When
customers were asked how they feel about ads on social
media, they responded:

•65% say they like when ads show them products that
they wouldn’t have found otherwise.
•61% don’t mind ads that target them by demographic
•36% say discounts are the biggest motivation to click an
Blue Fountain Media surveyed over 1,000 US
ad and buy a product.
customers between the ages of 18-55 to learn
•31% like the presence of ads so they won’t have to pay about their sentiments and buying behavior when it
for using social media. comes to ads on social media platforms.

https://www.searchenginejournal.com/customers-think-social-
media-ads-are-filling-their-feeds-but-70-still-click-
study/303445/
https://www.hootsuite.com/resources/digital-in-2019
 SOCIAL SHOPPING
• virtual mood board function
allowed community members
to add products into a
shared product index and
use them to create image
collages called "Sets".
• They could also browse other
users' sets for inspiration,
share sets with friends and
interact with people through
comments and likes.
• Due to the visual nature of
the tool Polyvore was mostly
used to build sets in the
• Based in Shanghai, this innovative app helps over fields of home decoration,
100 million users - mostly younger women - to beauty and fashion.
discover and review beauty and health products
that can be hard to find in China. https://www.pcmag.com/news/
10-best-social-shopping-sites-
right-now

https://www.linkfluence.com/blog/little-red-book-xiaohongshu
 ¾ of the
global internet
users are using
messaging apps
https://www.hootsuite.com/resources/digital-in-2019
 • Quick replies:
• Save and use frequently sent WhatsApp messages
with a click.
Facebook offers an advertising option where • Save “/thanks” as “Thank you for choosing us! We’ve
people who click on your ad are taken straight received your order. We will ship it out within three
to a Messenger or WhatsApp chatbot. working days”.

https://landbot.io/blog/advantages-of-instant-messaging-marketing
https://www.digitalmarketingcommunity.com/indicators/biggest-social-media-challenges-2019/
 BRANDS STRIKE A BALANCE BETWEEN
PUBLIC AND PRIVATE ENGAGEMENT

•Public feeds are the place to drive awareness.

•Private channels are the place to drive
meaningful one-to-one engagement.

Top tips:
▪ Create a pathway from public to private
Nearly two-thirds of people say messaging apps ▪ Automate the easy stuff
are where they feel most comfortable sharing. ▪ Respect the intimacy of private channels
 “Social media is a long-term marketing and
relationship-management strategy. If you
freely provide helpful advice to your target
audience, they reciprocate by using your
product or service when they need it,
because it will be top-of-mind.”

https://drkarensutherland.com/2017/10/08/
social-media-hong-kong-style/
INTEGRATED DIGITAL
MARKETING
 HOW TO CREATE A WINNING
DIGITAL MARKETING STRATEGY
McKinsey’s Global COVID-19
Digital Sentiment Insights Survey in
2020 shows that 71 percent of
users (first-time and regular) plan
to continue using digital channels
to the same extent or more after
the pandemic, with 25 percent of
consumers saying they will
increase long-term use of digital
channels.

https://www.mckinsey.com/featured-
insights/asia-pacific/five-areas-of-
growth-for-digital-marketing-in-asean

https://www.youtube.com/watch?v=LC5ifCZNK-0
 TOTAL ENGAGEMENT

Garcia (2011) states that this

model is a total engagement
approach developed through
interactive processes that
enable same level
information exchange
between brand and
consumer. Same level
information is where
consumers and brands are
able to directly communicate
on the same platform.
 DIGITAL MARKETING CONVERSION FUNNEL

https://coolerinsights.com/2016/09/how-to-optimize-your-digital-marketing-funnel/
https://www.c-m.hk/
CASE STUDY :

• CLICK THROUGH RATES ARE QUITE LOW, SO WHY USE THEM? (0.3%)
• WHAT MAKES A GOOD DISPLAY ADVERT?
DIGITAL MEASUREMENT
 PRIVATE CONSUMPTION
Private goods are provided through the market
mechanism and every private good has a price.

https://www.nielsen.com/hk/en/insights/article/2020/differentiate-through-technology-
adoption-amid-the-challenging-advertising-market-in-hong-kong-in-2020/
 KEY POINTS

• TYPES OF DIGITAL MARKETING

• USAGE OF SOCIAL MEDIA IN DIGITAL MARKETING
• INTEGRATED DIGITAL MARKETING
 CHECKPOINT: ASSIGNMENT 2
TACTICS – IDENTIFY INNOVATIVE AND CREATIVE
IDEAS TO PROMOTE BLESS NON-FOOD LINE-
EXTENSION.
• DEMONSTRATE ABILITY TO APPLY THEORIES (E.G.
AIDA) TO A PRACTICAL COMMUNICATION SCENARIO
USING A BLEND OF TRADITIONAL AND DIGITAL
MARKETING COMMUNICATION TOOLS.
• SUGGEST CONCRETE IDEAS FOR SPECIFIC CONTENTS
TO BE USED IN CONJUNCTION WITH THE CHOSEN
COMMUNICATION MIX TOOLS. USE VISUALS.
• PROVIDE EVIDENCE AND SOUND LOGIC TO SHOW
THAT YOUR IDEAS HAVE MERIT AND ARE RELEVANT
TO THE COMMUNICATION STRATEGY.