What’s next for integrated media?
Hong Kong - The emerging importance of social media as an element of an integrated media plan has been highlighted this week by some of Hong Kong’s most prominent marketers.
A common theme which everyone at the table agreed upon was that content, consistency and relevance were of utmost importance in utilising social media as a means to engage and interact with audiences. Discussants at ‘Integrated Media & Your Brand’ – a Marketing Roundtable event held at the Italian restaurant Va Bene – all agreed that the content of their social media must resonate with audiences for there to be healthy interaction between the brand and consumers.
The Roundtable brought together Hong Kong’s marketers and CEOs from companies including Ferragamo, Puma, Virgin Atlantic Airways, LG Electronics and Moet Hennessy Diageo (see full list below). As the conversation progressed, it became more apparent that social media was at the top of everyone’s minds as the key media for driving engagement.
One prediction by the participants saw mobility playing centre stage in the future, as smartphones and data plans have become near ubiquitous. Mobile applications were noted as potentially being the next big thing as they can allow brands to reach out directly to each individual customer who chooses to download their app.
But the bigger question was how brands could keep up effectively with social media that evolves and develops constantly. Mastery of the medium was certainly on everyone’s mind as the discussion drew to a close.
‘Integrated Media & Your Brand’ was made possible by Waggener Edstrom Worldwide. For comprehensive coverage of the event, see the October edition of Marketing magazine.
Discussants at ‘Integrated Media & Your Brand’ include:
Danny Yeung, Chief Executive Officer, Groupon HK
Rose Yeung, Head of Sales & Marketing, 7-Eleven
Jane Fong, Manager of Hong Kong & South China, Visit Britain
Joseph Chang, Marketing Director, Moet Hennessey Diageo
Dirk Dalichau, Director of Group Strategic Marketing, Miramar Group
Michael Hobson, Chief Marketing Officer, Mandarin Oriental Group
Elinda Cheng, Head of Sports Marketing Asia, The Swatch Group
Bonnie Chan, Head of Marketing, LG Electronics
Julie Jackson, Director of Sales & Marketing, The Langham Asia Pacific
Angelina Wong, PR & Marketing Manager, Virgin Atlantic Airlines
Adrian Toy, Regional Head of Marketing, Puma
Paul Cadman, Regional CEO of Asia Pacific, Ferragamo Hong Kong
David Ko, Executive Vice President Asia Pacific, Waggener Edstrom Worldwide
Winnie Lai, Vice President China Region, Waggener Edstrom Worldwide
Henry Wood, senior account director, Studio D Hong Kong, Waggener Edstrom Worldwide.
Matthew Eaton, Group Editor Marketing Magazine
Festival of Media Asia
The Festival of Media Asia is coming to Singapore in November in partnership with Marketing Magazine.
For speaker information and event details see the site festivalofmedia.com/asia
- Waggener Edstrom Worldwide
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