Related News
Social media age requires consumer engagement, marketing gurus say in city
Online Edition
MARKETERS and industry watchers discussed new marketing trends and how the rise of social media has empowered a new generation of consumers at the Marketing Leaders' Summit held in Shanghai today.
"The boom of digital platforms raises numerous challenges as well as opportunities for marketers," said Dennis Dunlap, chief executive officer of the American Marketing Association. Dunlap spoke at the forum, which is co-organized by the AMA and the School of Management of Fudan University.
AMA's China office opened in April and it also set up an advisory council of 14 members including executives in leading advertising agencies, college professors and marketers in multinational companies.
"Innovative marketing strategies and campaigns help raise consumers' awareness of brands and eventually bring more vitality to the Chinese economy," said Jiang Qingyun, chairman of the Department of Marketing at the School of Management of Fudan University.
"Marketers should focus more on consumers' engagement and participation rather than just brand impressions," said JWT Asia Pacific CEO Tom Doctoroff.
The traditional top-down marketing strategy may no longer work in the smartphone era, Doctoroff said. A new communications model — to engage with influential brand advocates especially in the online communities — is preferable to maintain a long-term relationship with consumers, he said.
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
