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Hong Kong, Mar 19: With the pandemic reshaping the traditional marketing landscape, many small and medium-sized enterprises (SMEs) have turned to e-tailing to tap into new business opportunities.
Former Head of Global Customer Marketing & Future of Commerce at The Coca-Cola Company Barry Thomas offered his perspective on the opportunities and trends that e-commerce presents.
“The future of e-commerce will be operated on those more digitised, synchronised and unified data platforms,” he said.
“Macro marketplaces are being formed that brands and SMEs are eager to partner with.
“Companies have to think how the business will evolve in the next five to 10 years and invest in talents and capital for future development.”
Thomas was among the speakers invited to speak at the MarketingPulse and eTailingPulse, Asia’s premier marketing and e-tailing events organised by the Hong Kong Trade Development Council (HKTDC).
The two-day virtual event which concluded on Thursday and was held under the theme “Together, We Create” brought together more than 60 marketing executives, brand representatives, advertising elites and e-commerce experts from around the globe to share their success stories and insights.
There were 32 seminars and workshops held during the event, attracting more than 25,000 viewers to tune in from 52 countries and regions.
Head of Commercial Marketing Department Mengfei Wang said social media and e-commerce platform Xiaohongshu, explored how social commerce can help brands connect with digitally savvy young consumers in Mainland China.
“Young customers are looking to enhance their lifestyle and improve their well-being.
“By analysing search results and trends, we can get a better understanding of our customers and recommend products and services that meet their needs,” Wang said.
Meanwhile, Marketing Centre Head of Marketing Planning Department San Zang said the next-generation was better educated and had a different set of values and preferences.
“They are also fond of good stories relating to brands and products and will participate in campaigns which they appreciate, being vocal about it and sharing their experiences.”
Virtual Brand Group co-founder and CEO Justin W Hochberg said retail experience is about to be unlocked further by the metaverse.
“The metaverse will be a new platform for companies to explore new opportunities, attract new customers globally and build long-term relationships with them.
“Brands and businesses have to be willing to be innovative, make good use of data and act fast,” Hochberg said.
SLOWOOD Ltd Co-Founder Jeff Chan shared his success stories in applying brand purpose strategies to drive sustainable enterprise development.
“By promoting behavioural change to consumers, raising their awareness of sustainability issues and encouraging them through a sense of accomplishment, we believe everyone in the community can finally achieve sustainable living by taking ‘tiny steps forward, ” Chen said.
The MarketingPulse and eTailingPulse online platforms will remain open until April 30.
During this period, industry participants can continue to make use of the platforms’ various features and review the content of this year’s seminars and events.
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