Digital marketing Internet winner

The Internet has developed rapidly, from the "rice-water TV" of early days to "the machine does not leave the hand" now. Previously buying a branded product meant a long journey to a big-name shop; now all you need is a click of the finger, then wait for delivery. This consumption model has had a profound impact on all forms of business, and has created many opportunities. Digital marketing is one of the key winners.

Digital marketing generally refers to using information technology applications to promote sales over the Internet. Many Hong Kong companies are engaged in digital marketing, and APSIS is one of the largest. The Swedish company, which was founded in 2001, opened its Asian headquarters in Hong Kong 10 years ago. The firm relies mainly on email to boost its clients' marketing. With its help, most clients use straightforward tools and apply email templates to create engaging emails. APSIS clients can also use email as a customer relationship management (CRM) tool.

“We can also provide personalised emails for our clients,” said Winnie Ng, APSIS Asia Pacific Sales Director. “For example, if a client has a membership scheme that includes such details as customer names, loyalty points accrued and point expiry dates, they can upload this information. Then the clients can use our system to make personalised emails; even email themes can be personalised, improving clients' customer engagement."

APSIS can also serve clients who rely on online stores for sales. Ms Ng said the company will boost these clients' customer-conversion rate, dealing with instances where customers fill shopping carts but do not check out, or visit the site without buying. Clients can send automated emails to entice customers to revisit the online store. Ms Ng stressed that the company attaches great importance to customer-data privacy: "A client's customer database is its biggest asset. We we will not forward it to other clients or send out emails [to the contacts on the database]."

Seeking to expand market share and reach more potential clients, APSIS took part in the Hong Kong Trade Development Council's (HKTDC) debut MarketingPulse international branding and marketing conference last year.

"We had always wanted to participate in such a specialised event in Hong Kong to broaden our horizons and have more exposure,” said Ms Ng. “This exhibition is aimed at industry players, who are our target customers and target partners!"

Recalling the 2018 event, Ms Ng said about 100 potential clients had contacted her in one day. The potential clients included those in the retail, information technology (IT), fashion and hospitality industries as well as non-government organisations – both from Hong Kong and overseas.

The benefits of MarketingPulse did not stop at finding potential clients, Ms Ng said. APSIS could network with many new partners.

"MarketingPulse 2018 was a good opportunity. We could have a whole day to talk face to face, and we could visit each others’ booths. It is easier to reach out to some partners this way than to find information on the Internet. Partners are important component to us. Professionals involved in all aspects of digital marketing come to this exhibition. We can reach out to professionals from a wide range of industries to discuss opportunities for cooperation. In the long run, it will bring us business."

Ms Ng appreciated the business-matching service the HKTDC offers. "Business Matching was very good,” she said. “The customers who came really wanted to know our company, and the HKTDC had prepared the other party's information in advance."

After the success achieved in 2018, Ms Ng said APSIS will return to MarketingPulse this year. "As this year's scale is larger than last year, We expect to be able to reach more direct clients in different industries," Ms Ng said. "There are very few large-scale marketing-themed events In Hong Kong, so the HKTDC plays a very important role in the promotion [of marketing]."

Ms Ng expects colleagues will play an active role in MarketingPulse. "The event features well-known industry players as speakers, giving colleagues a good understanding of the latest information and trends in the market."

The second edition of MarketingPulse will be held at the Hong Kong Convention and Exhibition in Wan Chai on Wednesday, 20 March. All industry participants are welcome to attend.

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MarketingPulse