As the COVID-19 pandemic and associated control measures rework consumption patterns worldwide, marketing and e-tailing professionals need to overhaul their strategies and tactics to adapt.
Offering valuable guidance for industry participants, MarketingPulse and eTailingPulse, both organised by the Hong Kong Trade Development Council (HKTDC), will be held as parallel events on 16 and 17 March 2022, running entirely online. More than 50 global marketing executives, retailers, brand representatives, advertising elites and e-commerce experts will shed light on global trends in marketing and e-commerce and share success stories with participants. Industry players joining the event will be given first-hand access to key market updates and information.
The two-day forum has invited top-tier industry leaders to deliver in-depth analysis of marketing strategies under the new normal and case sharing relating to brand purpose and sustainability. Leading speakers include Keith Weed, Former Global Chief Marketing & Communications Officer of Unilever; John Schoolcraft, Chief Creative Officer of Oatly; Kathy Varol, Former Head of Global Purpose Strategy of Adidas and purpose strategy expert; and Jeff Chan, Co-founder of SLOWOOD Ltd.
E-commerce took on an increasingly important role during the pandemic. Heavyweight speakers including Barry Thomas, Former Head of Global Customer Marketing & Future of Commerce for the Coca-Cola Company; Dione Song, CEO of Love, Bonito; and Kenny Sham, Director, Head of Marketing (Hong Kong, Taiwan and Macau) of The LEGO Group, will discuss future trends in e-commerce, taking success stories from the D2C (direct-to-consumer) model as examples of how to build close relationships with clients.
Restrictions on physical movement and contact, both between countries and within countries, has turbocharged the development of all forms of electronic commerce. Delegates will share their experiences on the implementation of technology, marketing techniques, data analysis and the flexible marketing model. The event has also invited Tina Chao, Chief Marketing and Digital Customer Experience Officer of McDonald’s Hong Kong; Danielle Jin, Senior Vice President and Head of Marketing, Asia Pacific of Visa; and Zak Manion, Head of Innovations, APAC at AB InBev, to give insights on how to accelerate innovation and enhance the customer experience through digital transformation.
In another session, featured speakers such as Takumi Kato, CEO of Shanghai Ezaki Glico Foods Co Ltd, and Quentin Wong, General Manager, Smart Retail & E-Commerce of Chow Tai Fook Jewellery Group Limited, will reveal how to leverage ground-breaking campaigns, data insights and e-commerce platforms to continue building engagement in the markets of Mainland China. The experts will share the prevailing trends in social commerce engagement that can help brands tap into the digitally savvy mainland market, revealing their own experience in building up private traffic channels.
A series of sessions titled “How the Metaverse World is Impacting Future Marketing” will feature Asher Rapkin, Director (Global Business Marketing, Facebook App and Emerging Platforms) at Meta; Sébastien Borget, Co-founder and COO of The Sandbox; Wesley Ng, CEO and Co-Founder of CASETiFY; Justin Hochberg, Co-founder and CEO of Virtual Brand Group; Gary Liu, CEO of the South China Morning Post; and Melody Hildebrandt, Chief Information Security Officer at FOX and President of its subsidiary, Blockchain Creative Labs (BCL). The discussions will focus on the huge opportunities being created for the marketing industry across the world by the metaverse, non-fungible tokens (NFTs) and virtual humans.
In addition to inspirational talks from industry leaders, the forum will also feature workshops on digital strategies, online exchange programmes and exhibitions, providing participants with information on the latest marketing strategies to help them create a better customer experience and cater to ever-changing market demands.