InvestHK (Part III) (LUE4002)
Summary
TLDREdith Wong, CMO at Invest Hong Kong, discusses the evolution of their communication strategy, shifting from traditional print to digital and social media. Post-COVID-19, they've transitioned to virtual events and webinars, focusing on business support during the crisis. They employ both integrated marketing and sector-specific approaches, tailoring messages for different industries like fintech and healthcare. Wong highlights emerging sectors gaining traction and sees potential in ASEAN markets due to digitization. She acknowledges challenges faced by Hong Kong but remains optimistic about its strengths and opportunities for growth.
Takeaways
- 📈 Edith Wong is the Chief Marketing Officer at Invest Hong Kong since 2019, overseeing marketing and communication strategies.
- 📰 Invest Hong Kong's communication strategy has evolved from traditional print and advertising to digital communications and social media.
- 🌐 In response to COVID-19, physical events have been replaced with webinars to engage with investors, focusing on business support and crisis survival.
- 🔗 Webinar recordings are shared on their website for those who miss the live events, ensuring continuous access to valuable information.
- 🛠️ The team remains agile and adaptive, constantly evaluating the effectiveness of marketing strategies and adjusting them as needed.
- 🌐 The 'new normal' due to the pandemic is expected to persist for the next few years, with a continued acceleration in digital transformation.
- 🎉 The annual Startmeup Festival, traditionally physical, has transitioned to a virtual event, reflecting a broader shift in event strategies.
- 🌟 Invest Hong Kong adopts both integrated marketing and sector-specific approaches to ensure messages resonate with different audiences.
- 📊 The sectors expected to gain more business include educational technology, cloud computing, AI, robotics, healthcare, and e-commerce.
- 🌍 ASEAN markets are seen as having significant growth potential, attracting US and European companies due to demographics and digital adoption.
- 🏙️ Despite global economic challenges posed by the pandemic, Hong Kong's strengths in fundamentals, legal system, and talent pool position it favorably for investment.
Q & A
What is Edith Wong's role at Invest Hong Kong?
-Edith Wong is the Chief Marketing Officer at Invest Hong Kong, a position she has held since 2019.
How has Invest Hong Kong's communication strategy evolved over time?
-Invest Hong Kong's communication strategy has evolved from relying on print publications and advertising to more digital communications and social media, especially due to the COVID-19 pandemic.
What changes did Invest Hong Kong make to their communication strategy during the COVID-19 pandemic?
-During the pandemic, Invest Hong Kong shifted from physical events to organizing webinars and sharing recordings on their website to reach their target audience.
How does Invest Hong Kong remain agile and resilient in their marketing strategies?
-Invest Hong Kong evaluates which marketing strategies are working and adapts their strategies accordingly, ensuring they remain agile and resilient.
What does the future hold for Invest Hong Kong's communication strategy?
-Invest Hong Kong anticipates using more digital channels in the next two to three years, as the pandemic has accelerated digital transformation.
How has the annual Start Me Up festival adapted to the new normal?
-The annual Start Me Up festival, which used to be a physical event, has gone fully virtual to adapt to the new normal.
Does Invest Hong Kong use an integrated marketing communication strategy?
-Yes, Invest Hong Kong adopts an integrated marketing approach to ensure all marketing channels spread the same core message about Hong Kong being an ideal place for businesses.
How does Invest Hong Kong segment their audience for communication strategies?
-Invest Hong Kong applies both an integrated marketing approach and a sector-specific approach, tailoring creatives to resonate with specific groups of clients or customers.
What are the emerging target markets and industry sectors for Invest Hong Kong?
-Emerging sectors for Invest Hong Kong include educational technology, cloud computing, AI, robotics, healthcare, and e-commerce. The growth potential of ASEAN is seen as a key market for attracting foreign and mainland investment.
What challenges and opportunities does Hong Kong face as a destination for investment?
-While the pandemic has affected the global economy, Hong Kong's strong fundamentals, including 'one country, two systems', the rule of law, free flow of information and capital, and a strong talent pool, present opportunities. The National Belt and Road Initiative and integration with the Greater Bay Area also offer advantages.
How does Invest Hong Kong amplify their core message across different marketing channels?
-Invest Hong Kong ensures that their website, social media, and print publications all spread the same message and cross-promote each other to amplify their core message.
Outlines
🌐 Digital Transformation in Marketing at Invest Hong Kong
Edith Wong, Chief Marketing Officer at Invest Hong Kong since 2019, discusses the evolution of the company's communication strategy. Traditionally reliant on print and advertising, Invest Hong Kong has shifted towards digital communications and social media to engage with investors, especially in light of COVID-19. The pandemic has accelerated this shift, leading to the cancellation of physical events and the organization of webinars to share business support measures and survival strategies during the crisis. These webinars are recorded and shared on their website for those who miss the live sessions. Wong emphasizes the need for agility and resilience in marketing strategies, adapting to what works and maintaining a consistent message across all platforms. She foresees a continued reliance on digital channels, even post-pandemic, and mentions the virtual transformation of their annual Start Me Up festival. Wong also explains the use of both integrated marketing and sector-specific approaches, ensuring that while the core message of Hong Kong as a business hub is consistent, the creative content is tailored to resonate with specific industry audiences.
🌟 Emerging Markets and Sectors for Invest Hong Kong
In the second paragraph, the focus is on the challenges and opportunities for Hong Kong as a destination for foreign and mainland investment. Despite the global economic impact of the pandemic, Hong Kong's strong fundamentals such as 'one country, two systems', the rule of law, free flow of information and capital, and a robust talent pool are highlighted as strengths. The national Belt and Road initiative and integration with the Greater Bay Area are also seen as advantages for attracting overseas and mainland businesses. The sectors that are expected to gain more attention and businesses include educational technology, cloud computing, AI, robotics, healthcare, and e-commerce. Additionally, Wong identifies ASEAN as a promising market for growth due to favorable demographics and digital adoption, attracting US and European companies to expand their operations in the region.
Mindmap
Keywords
💡Communication Strategy
💡Digital Transformation
💡Webinars
💡Target Audience
💡COVID-19 Pandemic
💡Integrated Marketing
💡Audience Segmentation
💡Sector-Specific Approach
💡Greater Bay Area
💡Belt and Road Initiative
Highlights
Edith Wong is the Chief Marketing Officer at Invest Hong Kong since 2019.
Invest Hong Kong's communication strategy has evolved from print to digital and social media.
Due to COVID-19, physical events have been replaced with webinars for investor communication.
Webinar recordings are shared on the website for clients who missed the live events.
Marketing strategies are continuously evaluated for effectiveness and agility in response to the pandemic.
The 'new normal' is expected to persist for the next two to three years, accelerating digital transformation.
Invest Hong Kong will utilize more digital channels for communication, including virtual events.
The annual Startmeup Festival has transitioned from physical to virtual due to the pandemic.
Integrated marketing approach is used to ensure a consistent core message across all platforms.
Sector-specific marketing strategies are applied to resonate with different client groups.
Both integrated and sector-specific approaches coexist in Invest Hong Kong's communication strategy.
Emerging target sectors for Invest Hong Kong include edtech, cloud computing, AI, robotics, healthcare, and e-commerce.
ASEAN markets are seen as having high growth potential, attracting US and European companies.
Hong Kong's strong fundamentals, such as 'one country, two systems' and the rule of law, are emphasized as advantages.
The National Belt and Road Initiative and Greater Bay Area integration present opportunities for businesses.
The pandemic has affected global economies, including Hong Kong, making the FDI landscape challenging.
Invest Hong Kong is optimistic about attracting overseas and mainland businesses due to its strategic location and initiatives.
Transcripts
[Music]
edith wong
is the chief marketing officer at invest
hong kong
a position she has been occupying since
2019
she is responsible for marketing
communication strategies
how has the communication strategy of
invest hong kong
evolved over time
well in the past we relied quite happily
on print publication as well as
advertising to reach out to the target
audience
as you can imagine over the years we
have evolved
and rely more on digital communications
and social media
to reach out to our target audience
meaning investors
from overseas or mainland china who have
plans to set up in hong kong
in view of the culvert 19 our
communication strategy
has changed even more dramatically
because physical events can no longer be
held
we are now organizing a series of
webinars to share
information with our clients especially
around business support measures
how they can survive this crisis
and we share the recordings of the
webinars on our website
in case they miss our online events so
on the daily basis we have to think
which marketing strategies are working
which work as well
and then we remain very agile and
resilient and adapt our strategies
accordingly
what changes do you envisage in the near
future
well of course i think the new normal
brought about by this
pandemic is going to stay a while in the
next two or three years
and of course we all agree that this
pandemic has further accelerated
um the digital transformation so
definitely we will foresee we'll use
more digital channels to reach out to
our target audience
say for example our annual start me up
festival
it used to be a physical event but now
it has gone
all virtual so that will be held in the
week of early
july so i welcome all of you to take a
look at the website
get some learnings and insights from
entrepreneurs and experts
do you tend to adopt an integrated
marketing communication
strategy across the board or do you
apply any audience segmentation
for instance is there any difference
between mainland and overseas audiences
or between industries in your
communication strategy
well definitely actually obviously both
we adopt both an integrated marketing
approach as well as
a sector-specific approach let me
explain more
in in terms of integrated marketing my
goal is actually
to oversee all teams what they are doing
and bring them together
to bring out the core message that hong
kong is the ideal place for businesses
so for example if the marketing team has
launched a new website
around hong kong as a private wealth
management hub
the pr would also follow up and see if
we could do more
a little bit of media interviews with
some stakeholders to amplify the message
so in that sense it's integrated
marketing we make sure our website
social media print publications they all
spread the same message
and they cross promote and amplify one
another
but at the same time we also adopt a
certain specific approach
say for example if we are promoting
financial technology
what we call fintech or we are promoting
financial services
or maritime they all have their own
specific
group of clients or customers so we will
adapt the creative
to make sure they resonate with this
group of audience
so i would say both approaches can
coexist
and actually we apply both mentalities
into our communication strategy
in your opinion what are the newly
emerging target markets and industry
sectors for invest hong kong
well in terms of sectors as you can see
partly because of this covert
19 some sectors actually so-called
winning and actually gaining more
businesses
say for example educational technology
attack
cloud computing ai robotics healthcare
as well as e-commerce so we see these um
industries are going to to gain more
share and businesses
in in the future in the next few years
and of course
industries that are related to
innovation and technology
will be very optimistic and in terms of
markets
we we definitely believe in the growth
potential of asean
and because of the demographics and the
adoption of digitization
we see more u.s or european companies
coming to this part of the world
to grow and expand their business
what are the challenges and
opportunities hong kong faces as a
destination for
foreign and mainland investment
well of course the pandemic has affected
the global economy and hong kong is no
exception
the landscape of foreign direct
investment will be
difficult and different from previous
years
but we believe in hong kong strong
fundamentals
these include one country to systems the
rule of law
free flow of information and capital as
well as a strong talent pool
also because of the national belt and
road initiative
as well as the integration with the
greater bay area we believe
hong kong is really the place to be for
overseas and mainland
businesses hoping to further grow their
businesses
thank you very much for your time
[Music]
you
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