Marketing pioneers point the way forward at HKTDC’s MarketingPulse & eTailingPulse

Artificial intelligence (AI) is set to redefine the future of everything, marketing and eTailing included. Smartly leveraging AI to take marketing to the next level has become an urgent quest. MarketingPulse x eTailingPulse 2024, organised by the Hong Kong Trade Development Council (HKTDC), will bring together visionaries of the field to shed light on the way ahead.

At this year’s event on 13 March at the Hong Kong Convention and Exhibition Centre, former OpenAI head of go-to-market turned AI futurist Zack Kass will equip brands and attendees with insights from his frontline involvement in AI strategies for clients such as Coca-Cola, Boeing and the White House.

“The world is about to change in radical, wonderful ways. Consumers and brands alike will soon have very new expectations. Those who move fast will be rewarded. Those who don't may be left behind for good,” Kass said, reaffirming the need for marketing professionals to join the conference to future-proof their brands.

Nike blueprint for defining brand purpose

Translating its power as a leading sports brand for social good, Nike has set an example on how to define purpose for brands through innovative initiatives such as providing solace for displaced individuals through Nike Home and collaborating with iconic athletes to change lives.

Nike’s former brand defining and purpose marketing director Ibby Abutarboush will lay bare Nike’s trend-setting strategies for shaping and embodying brand purpose on a grand scale.

“While the focus in recent years has been on digital transformation and membership, which will still be necessary, I believe brands will do more brand-building, focus on consumer experiences and take more risks,” he said.

As the recent brand marketing consultant for Arsenal Football Club, Cristiano Ronaldo and Neymar Jr, Ibby will also share invaluable insights into how leading brands can redefine purpose and drive meaningful change.

“There is a fantastic opportunity to over-influence on a global scale with so much energy, creativity and innovation coming out of Asia,” he added. His session themed “From Inspiration to Intent: How Nike uses its platform to serve communities” is one not to be missed.

Rejuvenating Moutai to engage younger generations

An enviably successful high-value brand, Kweichow Moutai’s future hinges on making the traditional Chinese white wine a hit for younger customers as well as its mainstay affluent mature clientele.

Yinan Wang, director of digital and information management centre and iMoutai department of Kweichow Moutai, will divulge the brand’s innovative strategies and tactics, including cross-brand collaboration and product innovation. Attendees at MarketingPulse x eTailingPulse will get a unique glimpse into the characteristics of mainland’s younger customers, and the challenges and opportunities they present.

Special 40% discount exclusive for MARKETING-INTERACTIVE readers

Learn more about next-level marketing from dozens of industry gurus and pioneers sharing the stage at MarketingPulse x eTailingPulse 2024.

Find out more about the event here, and attend with 40% off (HK$1,170) using this special discount code: MPR04U4P. More information on: https://bit.ly/3uHVz5s

This article is sponsored by HKTDC.