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The development of social media innovates the advertising industry, says an entrepreneur

出自香港新聞網 - 樹仁新傳系學生實習習作

在2019年4月9日 (二) 17:07由165009 (對話 | 貢獻)所做的修訂版本
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Reported by Wong Wing Lam, 9th April, 2019

Communication is an important element in social media advertising, said an entrepreneur.

The growing of social media change the situation of traditional advertising, said Ralph Szeto, the co-founder of CMRS Group, and chairman of Hong Kong Association of Interactive Marketing (HKAIM), at Shue Yan University weekly forum.

Advertising industry changes a lot in this ten years. “As the communication platforms change, people receive information faster and more accurate,”Szeto said.

Comparing to traditional advertising, he said the digital advertising allows the audience actively engages. Also, the message brings out is multiple and customised, so it can instantly reach the audience.

Szeto said, social media communication is an important element in advertising. It maintains continuous dialogue with audience.

He lists five essentials of social media communication. First, consumer insight helps the brand understand consumer behaviour, public perception and competitors’ reputation.

Second, community helps define the brand objective and target audience. Third, creates activation content for audience engagement. Therefore, “we focus on what public’s eyebrows at,” Szeto said.

In addition, communication, which is the most important element can deepen the bonding through interaction, which is the advantage of social media.

Szeto said, as the social media situation in Hong Kong is complicated which includes variety of platforms, advertising industry should familiar with it.

He gave an example, “Instagram is becoming mass social rapidly, when we make use of its nature and target the right market, it will bring a successful outcome.”

The last one is commerce that it would drive conversion and includes sales. He said, the above five essentials keep the digital advertising innovate.

Szeto said, Hong Kong people should treasure the free development of advertising industry. Although many countries already legislate the use of Facebook, Hong Kong do not have any regulation. Thus, he said Hong Kong is a idet place for advertising industry.--165009 2019年4月9日 (二) 17:07 (CST)

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