Marketing stars unleash possibilities at HKTDC’s MarketingPulse & eTailingPulse

Feel the star power in this year’s MarketingPulse & eTailingPulse, assembling the stars behind Netflix’s skilled mastery of customer insights and Google’s and HSBC’s AI prowess, local show biz celebrities turning entrepreneurs, pioneers who infuse brands with art and culture, geniuses behind eCommerce success in ASEAN, and those carving a niche in the spheres of neurodiversity and single-person households.

Data and AI for transformation

Themed under “Inspiring Possibilities”, the annual event organised by the Hong Kong Trade Development Council (HKTDC) to be held on 19 March at the HKCEC, Netflix former global director, consumer insights Nikkia Reveillac will tell all about harnessing data to generate invaluable customer insights and stay ahead in global entertainment .

“Great storytelling starts with understanding your audience's culture, not just their clicks,” she said. “Today's most successful global brands are creating moments that resonate on a local level while building universal emotional connections. It's about discovering authentic stories within each community and watching them captivate the world."

How to leverage the transformative power of artificial intelligence (AI) will come into focus too. Google’s head of innovation, global strategic initiatives Darren Thayre and HSBC’s managing director, head of customer propositions and marketing for wealth and personal banking Brian Hui will unveil how to unleash the digital transformation potential of AI. Marketers may also explore how Taobao & Tmall Group leverage on AI innovations into the burgeoning “She economy”.

Rocking the soft power of art and stardom

Leading the conversation on art and culture for global brand marketing, Thomas Girst, global head of cultural engagement of BMW Group, will paint the picture of the BMW Art Journey to capture attention. “In the time of the algorithm, I argue for serendipity. In the time of the shortcut, I argue for the detour. Key visual + engaging Narrative = Winning the Attention Competition.”

Meanwhile, singer Leo Ku will join representative from Hang Seng Bank and share tips on music for marketing, while former Miss Hong Kong Grace Chan will chart her transformation from beauty queen to popular content creator, and actress Natalie Tong will share her recipe for entrepreneurial success with a new-concept bakery and building strong personal branding.

Digging opportunities in road less travelled

Get an insider look into cultivating the neurodiverse niche, with success stories on turning dyslexia into a creative asset for a fashion brand, promoting diverse expressions for a local hotel, and practical strategies for engagement in this dynamic field.

Explore ways to tap the high-spending socially atomised consumers in single-person households, who are overlooked by 68% of global marketers. Get inspired by the possibilities of making it big in ASEAN eCommerce, the success story of rapidly expanding DECATHLON, emergence of quirky blind-box holiday ideas, and creating brand affinity with animal KOLs.

Special 40% discount exclusive for MARKETING-INTERACTIVE readers

Find out more from the event website and attend with 40% off using this special discount code: MPRP4PF05 or with 50% off for group purchase of five passes or more. Register now on: https://bit.ly/40MhUuH

This article is sponsored by HKTDC.