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Content is always the king, says digital marketing expert

出自香港新聞網 - 樹仁新傳系學生實習習作

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By Isabel Ng, 9 Apr 19

Digital marketers needed to always ensure that their brands are properly engaging with consumers instead of just getting eyeballs, said CMRS founder.

While targeted ads’ success came from views, content marketing built on the engagement level of audiences, said Ralph Szeto at an assembly at Shue Yan University today.

“In the end, content is always the king,” said Szeto.

Content marketing helped to keep the conversation going with consumers without sounding pushy. That way, the rate of retention would also improve, said Szeto.

With that in mind, brands needed to look past traditional marketing pronto and to move up the digital marketing game right now, said Szeto.

Szeto is the co-founder of CMRS Group, a digital and social media communications consulting group based in Hong Kong. The core business offerings include digital and social media insights, content creation and management, training and consultancy. It is the corporate member of Hong Kong Association of Interactive Marketing (HKAIM) and HK4As. 

To retain attention, brands needed to have a voice that sounded the same across platforms, to “strengthen the brand identity”and “help attract the right audience.”

“Visually attractive ads will grab attention. It’s not enough for marketing campaigns to be impactful,” said Szeto, noting that campaigns needed to be humanized to gain engagement.

“Community-based marketing is like word-of-mouth marketing; It’s organic and trusty. When it happens on a digital platform, it spreads like wildfire,” said Szeto.

Marketers had to first determine their brand values and make them part of the core message, to develop a digital voice that was reflective of the brand’s persona, said Szeto.

“It is important for brands to speak the same lingo as their consumers to bring in engagement,”said Szeto.

Sequentially, real engagement would turn regular consumers into brand advocates, that was the main goal of marketing, said Szeto.

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