Purple Yao | Hong Kong Airlines

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How has your approach to customer engagement/retention/loyalty changed due to new MarTech tools and solutions?

Along with the rapidly development of internet technology, we are able to understand customers more deeply due to the ability of customer retention and analysis having great improvement. On the basis of better understanding, we can create many customer-friendly promotions to increase sales, such as social media interaction or customer experience optimization based on data analysis. Meanwhile, it’s easier to continue communicating with customers and maintain loyalty because of a large amount of customer data and multiple channels. In general, new MarTech tools and solutions are helping us to get closer to our customers.

With all the new MarTech tools and solutions now available, what’s one of the key pitfalls to avoid in the procurement process?

Fake internet traffic.

How have you best managed to integrate legacy systems with new MarTech solutions?

Customer experience oriented, know your customers as much and detailed as you can. It can’t say that solutions are new or old, good or bad. As long as we choose solutions based on customer touch point, we can achieve remarkable results with integrating them together.

How has your organisation / team dealt with the challenge of the marketing industry and wider digital world evolving at such a fast pace?

With the rapid development of new technology, as a decision maker of a company, he should have sharp observation and be capable of reorganizing the company structure timely. The job duties of marketing are way more than before. Because all departments; product development, E-commerce, customer service and marketing, are required to integrate with each other more and more, the adjustment of organization structure should be customer requirement oriented. At the same time, the marketing team needs to have quick learning ability and learn continuously, update and widen their knowledge of marketing, be willing to know everything that can help marketing.

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why?

They have the same priority as our company. Because aviation is a low frequency and high-value consumption industry, brand image is as important as communicating with customers in time to impact their consumption decisions. It accumulates our brand good impression and customer loyalty while we communicate with our customers every time. With communicating with customers via social media interaction or digital marketing in time, it can have vital significant influence of sales.

What is your key takeaway piece of advice that you would give when speaking to others on how to evaluate and select a MarTech stack?

According to the features of your industry, find out the tools that can help you to know customers better and more from the perspective of consumers.

For you and your team, which is currently recognised as the larger challenge – MarTech integration or MarTech strategy?

I think it would be MarTech integration, involving internal synergy as well.

What do you predict as being the top MarTech trends for 2020?

MarTech is definitely a trend of marketing, more and more companies will have demands. Meanwhile more and more vendors will provide a MarTech service. But only a few vendors have the capability to help entrepreneurs to increase sales with collecting, integrating, and analyzing data. This industry will be reshuffled. Entrepreneurs will pay more attention to accumulate internal data assets, and marketing will become more and more intelligent.

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