Those who were already in work during the heady 1990s, when simply tagging “.com” to the end of a brand name brought sky-high valuations, will also remember the blowout in the 2000s when most of the “dotcoms” vapourised leaving just a few to soar.
Many commentators today see the same outlook for artificial intelligence and machine learning – great excitement over a brace of start-ups which will quickly be whittled down to a handful of giants. But is this outlook justified, and if so how do you ensure you stay with the surviving giants? And more important for smaller businesses, busy with brining these new technologies into their operations, which AI solutions actually achieve your aims?
As we enter the second half of 2023, AI has become the key of digital marketing with increasingly advanced text and graphic generation technology.
To many small and medium-sized enterprises (SMEs) which depend on traffic to their sites and have been putting many resources into search engine optimisation, these tools look very interesting.
For its June session, the Hong Kong Trade Development Council’s (HKTDC) Digital Academy invited Mr Ivan So, Founder of digital marketing courses provider HDcourse, to foresee SEO trends for the second half of this year and next year, and explain how to draw substantial search engine optimisation traffic with AI, and recommend easy and useful AI tools.
He will outline free AI tools recommendation, present case studies and analysis and have a Q&A session.
The webinar will be on 28 June 2023 (Wednesday) and run from 3pm to 4pm Hong Kong time.
Last month the Digital Academy webinar gave details on marketing trends in Mainland China through the Xiaohongshu Playbook For SMEs
To seize every opportunity to enter the Mainland China market, SMEs must grasp its essence! With growing Artificial Intelligence (AI), many free AI tools exclusive to Mainland China are also available to boost your productivity. There are also new rules of thumb for KOLs, short clips and content marketing!
In May’s Digital Academy webinar, Carri Yeung, MarTech platform MemePR’s Assistant Director of Strategic Development, analysed online marketing trends in Mainland China for the second half of this year and helped SMEs explore more business opportunities. The discussion covered the following:
KOL Influence & Brand Reputation Matter
Mr Yeung pointed out that according to market research, 67% of Chinese consumers are mostly influenced by Key Opinion Leaders (KOL), followed by Product Discounts. It’s worth noting that the proportion of consumers influenced by KOLs is as large as 75% among the 25-34 age group! As for the younger 18-24 age group, they are more influenced by brand story and brand culture.
The Rise of Millennials and Generation Z
For target customer groups, Mr Yeung suggested companies should focus on the Millennials and Generation Z (those born in the 80s and 10s) as “they are the future of brand growth”. He quoted research showing that nearly 70% of Millennials will spend more in coming years – knowing their spending habits and meeting their preferences will be key to brands’ success.
The younger consumer groups in the mainland have growing influence on businesses.