Event Recap: Digital Marketing Insights
AustCham Shanghai held a panel discussion with four industry experts discussing current digital marketing insights in China on Tuesday 17 July.
Our guest panelists included Andrew Kuiler, CEO of The Silk Initiative, Jerry Clode, Head of Digital and Social Insight at Resonance, Jessica Miao, Founder of United Media Solution, with Olivia Plotnick, Global Marketing Manager of Brandigo, facilitating the discussion. A range of topics were covered such as the influence of WeChat mini-programs, the role of e-commerce platforms, as well as the future of marketing automation. In particular, there was a strong focus on the popularity of WeChat mini-programs in China and the challenges they posed towards traditional advertising methods. WeChat mini-programs were labelled as a useful tool, easily accessible for small brands due to their limited associated costs.
There was also an opportunity for the audience to reach out to the panelists and ask for advice on how to improve the digital marketing strategies of their organizations. A common concern was how to keep up with and effectively utilize the many different types of applications that continue to emerge and experience waves of popularity. In response, the panelists highlighted the importance of understanding target audiences and considering the efficacy of these new platforms in reaching that audience, as well as considering whether the use of certain applications fits the image of the brand. In addition, advice was also given on how to lower marketing costs and to find the balance between investment in traditional marketing and digital marketing.
We would like to thank our speakers, SwissCham, BenCham, BritCham and CanCham as well as all 70 guests who joined us and made the event a success.
