TECHNOLOGY

Data-Driven and Customer-Centric Solutions Key to Unlocking Advertising Value

The share of Internet advertising has exceeded TV advertising to be the largest component of advertising media in Hong Kong, according to PwC Hong Kong’s latest study commissioned by Digital Marketing Association of Hong Kong (HKDMA) “Digital marketing in Hong Kong: Gathering Pace After a Slow Start.”

However, a geographically concentrated market has limited the need and development in pushing digital advertising forward. In order to achieve marketing objectives and create a vibrant digital marketing landscape in Hong Kong, industry players should invest in technology and adopt an integrated marketing strategy, one that aligns digital marketing methods with management goals.

For Hong Kong’s digital marketing industry to move forward, organizations must start adopting digital technologies as an effective way to target potential consumers and promote their brand message. Investing in data analytic tools is one effective way to meet marketing objectives, as it develops optimal data-driven and customer-centric solutions.

Secondly, industry players should adopt integrated marketing campaigns in order to drive effectiveness and value of both traditional and digital marketing techniques. It avoids the common mistake of siloing ‘digital’ as an isolated role or skill set within the organization.

Integrated marketing campaigns place consumers at the heart of a campaign, allowing frictionless touch points between online and offline products and services, and create a positive user experience.

The integrated marketing approach should evolve around customer-centric solutions when developing marketing initiatives, and therefore more likely to achieve optimal advertising impact, and customer engagement with brands.

Cultural barriers

The report noted that one of the challenges facing Hong Kong’s traditional marketers is the fear of trying something new, and a mind-set of complacency. Two cultural barriers the industry has to overcome first in order to improve levels of innovation and creativity and bridge the digital skills gap between countries.

It is essential for organizations to invest in ‘digital’ talent to work alongside ‘traditional’ talent in transforming the organization to a level of digital literacy and product innovation across the organization and beyond just marketing department.

“Success of digital marketing in Hong Kong should be defined by the industry’s ability to deploy an optimal mix of digital versus traditional media for each marketing campaign that places the individual consumer in the heart of each campaign. Leveraging consumer data that can drive optimal value and RoI for the advertiser is a strategic way to meet campaign objectives,” says Cecilia Yau, PwC Hong Kong Entertainment and Media Leader.

“Through data analytics, advertisers can effectively allocate their advertising and marketing budgets to reach their customers at the right time, in the right context, with the right message and through the right channels in order to achieve the desired brand awareness, engagement or sales.”

“Helping organizations attract, develop and retain talent is a key mission for us, and we are pleased to partner with PwC on this study which reveals valuable insights to nurture professionals in the fast-moving digital marketing industry,” said Cecilia Chan, Executive Director, Digital Marketing Association of Hong Kong (HKDMA).

“HKDMA believes in enabling ‘experiences’ for our talent, be it sharing of experience amongst our fellow digital marketers, or providing a platform for practitioners to immerse themselves in the greatest and latest developments of our profession.”

 

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