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Our Insights

Leaders from South China Morning Post share what’s important and newsworthy from the world of media, technology and marketing

5-step guide to help you master the art of content marketing

(Credit: The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT. ...

January 12, 2022
Building a cross-section article network with AI

You arrive at a South China Morning Post article, begin reading, then finish it. What’s next? ...

December 15, 2021
SCMP uses personal narratives, explainer videos to keep people engaged in Covid-19 content

At the beginning of the Covid-19 pandemic, all eyes around the world were focused on China. The ...

November 2, 2021
SCMP’s formula for early advertising recovery amid Covid-19 pandemic

It’s often said that a commercial organisation is only as good as its sales teams, so this high ...

September 8, 2021
The new luxury: buying something you’ll never touch IRL

A few months ago, a digital Gucci bag sold for US$4,115, exceeding the cost of the real-life version ...

August 18, 2021
How the pandemic played a role in a flexible working policy

Mobile phones and laptops have been changing the way that journalists work for a good two decades. ...

August 4, 2021
How virtual events help advertisers boost audiences, creativity and revenues

The continuing Covid-19 pandemic has thrust virtual conferences, panel discussions and similar ...

July 9, 2021
How data dashboards yield insights and foster collaboration

South China Morning Post's data team recently won first prize in the INMA Global Media Awards ...

June 16, 2021
Behind the story: Q&A with SCMP Advertising leaders

Following the rebranding of SCMP’s commercial arm as SCMP Advertising, three of the team’s leaders ...

May 12, 2021
Building User Loyalty: Best Practices

Over the past 6 months, the South China Morning Post (SCMP) collaborated with the London School of ...

April 27, 2021
Mobile phones are not the answer to your video strategy, but they do have a role

The question about whether mobile phone cameras should be the answer to a successful video strategy ...

March 30, 2021
You can have it all, just not all at once

It’s an adage which has rung true for me in the decade since I joined the ranks of those juggling a ...

March 22, 2021
Why are loyal and engaged readers important to advertisers?

In today’s competitive news market, finding and retaining loyal readers is essential for a news ...

March 3, 2021
The Open Marketplace may be costing you more than you think

The rise of Open Marketplace spending has shaped the way most display media is bought and sold ...

January 19, 2021
Why is SEO important for building your brand?

We are all users of the internet, so sometimes it’s a good idea to step back and think of the ...

December 8, 2020
We have our own success story as a storyteller

We invited three leaders from Morning Studio to share their journeys, the learnings they’ve picked ...

November 24, 2020
Who is speaking for Asia on the world stage?

I had the privilege of working with amazingly talented and dedicated journalists in a global ...

November 12, 2020
How brand suitability can improve your ad targeting

Sentiment, context, brand suitability – aka SCMP Signal ...

October 27, 2020
Who are SCMP’s readers and why do ‘personas’ matter?

When I first joined the South China Morning Post a little over three years ago, our data team was ...

October 9, 2020
What will the future hold for ad targeting?

It’s becoming likely that there will be two major choices for data activation in the future. ...

September 20, 2020
What benefits can SEO bring to your business?

Don’t underestimate the value of search engine optimisation. Although it is not easy to predict the ...

September 16, 2020
What can advertisers do if they are stuck during a recession?

Hong Kong's recession deepened to a record high of 9.1 per cent in the first quarter of this year, ...

August 20, 2020
Reading lighter news doesn’t make you a bad person – it just means you’re human

It’s a very strange time to be doing what we do. At the time of writing this, the number of ...

August 19, 2020
Why Mulan, Cinderella and Aladdin said bye-bye-la to Facebook advertising?

During the past couple of weeks, the #StopHateforProfit campaign has caused an uproar among ...

July 29, 2020
Digitising a Century of History with Data

For several years we’ve been working on an internal project codenamed “Vintage” to digitise our ...

June 22, 2020
Why your advertising should not be on lockdown – even if the world is still on lockdown

The global Covid-19 pandemic does not discriminate. According to the Interactive Advertising Bureau ...

June 22, 2020
Why content marketing’s next evolution is here – thanks to the Covid-19 pandemic

In my experience, content marketing will work best now – in particular, creating stories that have ...

June 22, 2020
Truths and misconceptions about effective video storytelling

Videos connect with people like no other medium, but ‘short and sweet’ does not always guarantee ...

May 26, 2020
How did the South China Morning Post’s video team cover the Covid-19 pandemic while working from home?

The coronavirus pandemic is hopefully a once-in-a-lifetime crisis. How did a video team for a news ...

May 21, 2020
How can you make your brand’s video stand out from the crowd?

People are now watching video more than ever – and it’s not only because of the many hours spent in ...

May 21, 2020
Post-cookies world: how does this affect advertisers and publishers

The Chrome team within Google have announced a plan to block third-party cookies along with other ...

April 28, 2020
With content going increasingly digital, creators have a whole new set of tools to inspire and engage readers

The media landscape has changed so much over the last decade or so, and there are many implications ...

April 27, 2020
Keyword Blocking Spells Trouble

The fear of accidentally associating one’s brand with negative or distasteful content has pushed ...

April 3, 2020
What Happens to Advertising When Times are Bad?

When a company faces a financial crunch in a time of crisis, the first instinct is to cut non ...

April 3, 2020
How Brands Can Maintain Success While Weathering a Recession

The cyclical nature of business means long-serving brands eventually face a downturn or two. That ...

April 3, 2020
How we are turning up the volume of female voices in media

I’m a firm believer in the saying that “two heads are better than one”. This motto guides how I ...

March 23, 2020
Media on a Mission: Beyond gender stereotypes of glitter and bubbles

Be honest: have you ever been guilty of “genderising” products? Have you reached for pink things ...

March 23, 2020
Female media executive: I'm lucky to follow women who fought for gender equality

Men, be more like women. Especially like the ones I've worked with. ...

March 20, 2020
Digital Transformation: Mapping Power Users and Their Needs

Power Users and why they are important ...

February 17, 2020
Reader Loyalty: When Predictive Analytics Meet Content

In today’s competitive and crowded news market, finding and retaining loyal readers is an essential ...

February 17, 2020
What digital marketing trends can we expect to see in 2020?

What is a trend? ...

February 6, 2020
Reimagining Technology in Media

Over the past three years, the South China Morning Post has transformed from a regional media ...

January 24, 2020
Technology gives readers more choices and tools to control what they want to see online so media companies must raise their game to reach their target audiences

Newspapers have long-published sponsored features in print. But in hard copy, there is no way to ...

January 24, 2020
Addressing transparency: avoiding digital fakes

What does transparency mean to you? As a premium publisher, we believe that transparency is key ...

January 24, 2020
Building a data culture at a century-old company

What does it mean for a news organization to build a culture around data and truly embrace it? At ...

January 24, 2020

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