Online gets bigger share of the marketing pie
Hong Kong - With consumers spending more and more time online, marketers in Hong Kong are looking to increase their online ad budget to better engage their target audience.
In a press conference after the 9th Yahoo! Emotive Brand Awards, Allan Zeman, chairman of Ocean Park said the company is looking to increase its online budget due to the benefits it provided, such as the ability to target a certain audience and the innovation the medium allows vis-a-vis the traditional media. Ocean Park hopes to see its online budget increased by 25-30%.
Chong Got, managing director of Audi said keyword searches ensured that its message reached out to its targeted audience. "With the whole Internet at their fingertips, the audience can click through to dig deeper and find out more information about the product, which traditional media can't do," Got added.
Audi hopes to dedicate 10% more to online going forward.
Terry Pan, managing director and head of Hong Kong business of J.P Morgan said for a financial service with no tangible product or satisfaction, it is looking online for sustainability to raise brand awareness.
He added that the connectivity the Internet provided allows it to build trust among its target audience with an integrated approach.
"Before people asked 'why' they should advertise online, now it has become 'how' they can do more online with new digital technology to connect with their intended audience," Jeff Han, vice president of marketing APAC of Yahoo!, said.
The overall winners of the 9th Yahoo! Emotive Brand Awards included Ocean Park, Cathay Pacific and HSBC.
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- Ocean Park Corporation
- Yahoo! Hong Kong Ltd
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