Qantas Airways, Birdie and Hyatt Hotels and Resorts experts reveal secrets of successful content marketing strategies
November 7, 2019
SCMP Updates
Advertising executives join panel discussion hosted by Morning Studio, SCMP’s creative arm for brands, at Hong Kong’s Digital Media Asia 2019 event
Everybody loves a good story. Native advertising, also known as sponsored content, is a content marketing strategy that leverages the art of storytelling with a content-infused campaign.
Members of Morning Studio, South China Morning Post’s creative arm for brands, shared their experiences of creating successful native advertising campaigns at the three-day Digital Media Asia 2019 – including conferences, masterclasses, a technology and service expo and the 9th Asian Digital Awards – held from October 29 to 31.
“The definition and scope of what native advertising involves is fast evolving and means so many different things to different people,” says Johnny Ng, SCMP’s marketing solutions director.
“Instead of interrupting content that the readers want to see, why not become the content?”
Native advertising is content an advertiser pays for to help promote a product or service, such as a piece of writing or other material on a platform.
It resembles the form and the feel of other “native” editorial content in the media where it appears, including newspapers, magazines or advertiser-funded programming on television or the internet.
“Creating great content that people want to read is just the first part,” Ng says. “What we need to also do is drive profitable consumer action through marketing.”
In a panel discussion, moderated by Michala Sabnani, SCMP’s branded content director, advertisers across different businesses discussed the challenges they are in the industry and how different forms of content marketing can be adopted into marketing strategies.
The speakers were Kevin Huang, head of Birdie, Birdie Mobile; Mildred Wong, director of field marketing and communications, Asia Pacific, Hyatt Hotels and Resorts, and Treesa Amy Leung, marketing manager, Hong Kong, Southern China and Taiwan, Qantas Airways.
Contact Morning Studio to discover how to create content that goes the extra mile.
Everybody loves a good story. Native advertising, also known as sponsored content, is a content marketing strategy that leverages the art of storytelling with a content-infused campaign.
Members of Morning Studio, South China Morning Post’s creative arm for brands, shared their experiences of creating successful native advertising campaigns at the three-day Digital Media Asia 2019 – including conferences, masterclasses, a technology and service expo and the 9th Asian Digital Awards – held from October 29 to 31.
“The definition and scope of what native advertising involves is fast evolving and means so many different things to different people,” says Johnny Ng, SCMP’s marketing solutions director.
“Instead of interrupting content that the readers want to see, why not become the content?”
Native advertising is content an advertiser pays for to help promote a product or service, such as a piece of writing or other material on a platform.
It resembles the form and the feel of other “native” editorial content in the media where it appears, including newspapers, magazines or advertiser-funded programming on television or the internet.
Native advertising has proved to be more effective than traditional advertising, which has an average click-through rate of only 0.06 per cent on banner ads and 60 per cent of people say they do not even remember the last banner ad they saw.
“Creating great content that people want to read is just the first part,” Ng says. “What we need to also do is drive profitable consumer action through marketing.”
In a panel discussion, moderated by Michala Sabnani, SCMP’s branded content director, advertisers across different businesses discussed the challenges they are in the industry and how different forms of content marketing can be adopted into marketing strategies.
The speakers were Kevin Huang, head of Birdie, Birdie Mobile; Mildred Wong, director of field marketing and communications, Asia Pacific, Hyatt Hotels and Resorts, and Treesa Amy Leung, marketing manager, Hong Kong, Southern China and Taiwan, Qantas Airways.
Contact Morning Studio to discover how to create content that goes the extra mile.
