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09:30 – 09:40

Chairperson opening remarks

Digital Disruption in Hong Kong Today

09:40 – 10:00

  • A look into the current level of Digital Marketing in Hong Kong today

  • A fast-paced tour past the hype to find the 10 trends that will driving real change in digital marketing next year

  • Unlocking the untapped potential and opportunities in Asia's digital economy

Digital Disruption in Hong Kong Today

10:00 – 10:30

  • A look into the behavioural shifts of the modern consumer and how they consume products

  • Combining tech and media to create unique experiences and enrich consumer-brand relationships

  • Reviewing the structure of your organisation to align with consumer habits

  • Integrating AI into your business as part of you digital transformation initiative

10:30 – 11:00

AM networking coffee break

Brand Persona & Purpose

11:00 – 11:30

  • HK Tramways’ current brand status and business situations

  • Reasons for a Brand Transformation

  • Why Partnership Marketing

  • Partners’ selection criterion

  • How could Partnership Marketing benefit the company in terms of brand images and revenue generation

Brand Persona & Purpose

11:30 – 12:30

  • The importance of re-branding in the digital era: challenges and opportunities
  • Successful re-branding strategies for connecting with a digital audience
  • How to re-brand whilst maintaining your identity in a pool of new variables

12:30 – 14:00

Networking lunch break

14:00 – 14:10

Opening remarks by chair

14:00 – 14:10

Opening remarks by chair

E-commerce in a Mobile First Era

14:10 – 14:40

Huge opportunities await brands prepared to win over the Asian consumer, adapt to the local market nuances and put strategies in place which effectively adjust to a dynamic, mobile centric e-commerce environment.

  • Key characteristics of the APAC e-commerce landscape and strategies to succeed
  • Planning and executing your market-entry
  • Building your e-commerce digital backbone

Content Marketing - Social Media & Video

14:10 – 14:40

  • How do MSHK define the strategic positions and business objectives for Content

  • 3 stages of content funnel - Transform ideas into a series of video content is the key for growth and engagement

  • Demonstrate 3 types of measurement in the Content revenue engine with the proof

Content Marketing - Social Media & Video

14:40 – 15:10

  • What is social commerce and why should you incorporate it into your business strategy

  • Understanding the challenges and benefits of social commerce

  • High quality content and personalisation for maximised engagement

  • Strategic selection of social media platforms and understanding their differences

  • The importance of establishing trust and transparency

  • Enhancing the purchase experience - replacing friction with a seamless customer experience

Omni-channel Retail

14:40 – 15:10

Some leading Luxury Companies are today among the best players to adopt digital technologies and combine them with their traditional distribution channels hence creating seamless luxury omni-channel experiences, across multiple spaces and contact points, boosting their eCommerce activities, retail sales and market values. Meng LIM will be showing a few OTO and Omni-channel Best Practices combining eCommerce, digital Marketing, digital Branding and traditional channels adopted by some Top Global Luxury Brands.

15:10 – 15:40

PM networking coffee break

CRM for Customer Engagement

15:40 – 16:10

  • The benefits of CRM and why is it the key to an enhanced customer experience

  • Using CRM to harness online and offline consumer data to obtain a 360-degree view of customers

  • The role of CRM in nurturing the lead generation process

  • Strengthening customer relationships, increasing acquisition and retention with CRM

Content Marketing - Social Media & Video

15:40 – 16:40

  • Long term vs short term content marketing strategies – benefits and pitfalls

  • Adding value to customers with curated content

  • Growth by content: driving massive traffic without a big budget

  • Measuring the effectiveness of your content marketing efforts

  • Prioritising content that drives revenue

CRM for Customer Engagement

16:10 – 16:40

  • Unlocking the connection of digital platform with customers that underpins business opportunities

  • Leveraging digital CRM solution with personalisation

  • Sharing Big Data application in key aspects of O+O retail model

16:40 – 16:50

Closing remarks from chair

16:40 – 16:50

Closing remarks from chair

16:50 – 18:30

Networking Drinks

08:30 – 09:20

Registration & breakfast

09:20 – 09:30

Chairperson opening remarks

Influencer Marketing

09:30 – 10:00

  • Learn the benefits and challenges of growing your brand using influencers

  • The power of influencer partnerships in communicating your brand’s message

  • A look into micro-influencers and examples of collaborations

  • Transparency as a vital aspect for growing your brand with influencers

Influencer Marketing

10:00 – 10:30

  • Building influencer partnerships that are both creative and strategic and will deliver on your messaging and campaign goals

  • Determining when and what to speak out on as a brand

  • Learn what makes someone influential and able to deliver your message and drive ROI for your brand

  • Leveraging your brand’s story and target audiences to guide your influencer strategy

10:30 – 11:00

Networking coffee break

Influencer Marketing

11:00 – 11:20

In the contemporary business marketing landscape, video is the new normal, and trends evolve so fast they are almost impossible to keep up with. It is important for organisations to be able to sift through all the noise surrounding video. Statistics prove its capabilities also greatly benefit organisations of all sizes to craft their content strategy with a purpose, and a budget without having to compromising on the quality of the content.

Content Marketing - Global vs. Local

11:50 – 12:20

  • Identifying different preferences, habits and cultural sensitivities throughout Asia

  • Adapting your marketing strategies for a market-to-market approach

  • Extracting useful consumer data to better understand consumer behaviour, personality and ever-changing desires

  • Utilising local channels in Asia, wechat, weibo etc

Content Marketing - Global vs. Local

12:20 – 13:00

• The importance of localisation when tapping into foreign markets and making a good first impression • Connecting with a new market and building trust and acceptance • Incorporating local-cultural sensitivities, values, emotions and language to avoid offending your customers • Maintaining global consistency and brand persona whilst localising content

13:00 – 14:00

Networking lunch break

Re-constructing the Customer Journey

14:00 – 14:30

  • Identify the ways in which Asian consumers differ from the western consumer?

  • Tips for engaging and impressing the Asian consumer throughout the customer journey

  • Best loyalty program strategies for the Asian market

Re-constructing the Customer Journey

14:30 – 15:00

  • Identify how the customer experience has changed in the age of digitalisation

  • The integration of technologies such as CRM in providing deeper insights into the modern consumer, allowing businesses to stay one step ahead

  • Combining data with technology to create personalised, tailored content to increase engagement, acquisition and retention

15:00 – 15:30

Networking coffee break

Re-constructing the Customer Journey

15:30 – 16:00

  • Leveraging AI-driven insights to get a detailed picture of your consumers

  • Using AI and data analysis to segment consumers across-channels and target them based on specific attributes

  • Unlocking growth at an unprecedented scale using AI

  • Harnessing AI to gain a competitive advantage

Customer Experience: Brand Loyalty

16:00 – 16:30

  • Humanising the digital customer experience in the age machines to secure customer retention

  • The role of emotions and senses in consumer decision making

  • Combing human touch and digital to address consumer evolving needs

  • Strategies to release in-depth, good quality, relatable content frequently

Customer Experience: Brand Loyalty

16:30 – 17:30

With shopper behaviour evolving alongside rapid technological advances, what factors do you need to consider for increased customer retention:

  • using data-driven technologies to help support customer loyalty with targeting and personalisation
  • the importance of becoming an agile and customer-centric brand
  • understanding the needs of your consumer, to serve them quicker and anticipate future needs
  • the importance of transparency and maintaining the human touch

17:30 – 17:40

Closing remarks from chair

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