May 2009
Lost in Transit (By Matt Eaton)
(Marketing Magazine Hong Kong Edition March 2009 P.33-36)

Under the economic downturn, advertising and media budgets are getting squeezed from all sides. Therefore, it is necessary for marketers to make their tight and shrinking ad budgets work harder, more effectively, more efficiently and at a lower cost. From a survey conducted by Nielsen in 2009, Internet is the most cost effective medium among other forms of medium including newspapers, tv, radio and magazines.

Direct marketing is defined as any form of advertising that puts the customer in direct contact with the company. There are many forms of direct marketing and the emergence of digital and social media tools like Facebook, Twitter, SMS and email marketing has reshaped how direct marketing is used and measured. Among all different types of direct marketing, email direct marketing becomes one of the most commonly used forms since it is a proven means to develop one-on-one communications and provide valuable and relevant content.

According to a recent study conducted by ROI Research and Epsilon, it is found that email marketing have a large impact on customer purchasing behavior and loyalty, including both online and in offline world. It is showed that 57% of consumers feel more positive about companies who send them emails, with 40% saying emails increased the likelihood of future purchased and direct consumer action. On the other hand, brand awareness and loyalty can also be improved due to email marketing campaigns in the troubled financial services sector. All of these may be a result of the rapid migration of consumers’ into the online space.

:: The comparison of traditional direct mailing and email direct marketing (PDF) ::

Apr 2008
Where are Hong Kong online users?
Hong Kong - Social networking, sports, shopping, visiting sports and classifieds sites have been highlighted as the most popular form of online activity, according to a new report.
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Mar 2008
Youths can't live without internet and mobile
Hong Kong - Youths aged 8 to 24 years rated the internet and mobile phones as an absolute neccessity, but TV is still the best entertainment source, according to a young Asians survey.
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Feb 2008
Online scandal sees net traffic soar
Hong Kong - Not everyone involved in the Edison Chen "nude photo scandal" have been left red faced. Entertainment blog The Blemish has seen a 1300% increase in traffic since the scandal erupted.
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June 2007
Hong Kong´s Education Industry Leads Online Display Advertising Investments.
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