Inspire@eLC Chapter 4 - How Data Analytics Transforming Digital Marketing on 7 October 2022 by Mr. Ralph Szeto, Chairman, Hong Kong Association of Interactive Marketing

1. Digital Communication Transformation
From Web 1.0 to 3.0
Oct 7th , 2022
司徒廣釗 Ralph Szeto | 香港互動市務商會 (AIM) | 會長 Chairman

2. 司徒廣釗有豐富的大中華區本地及世界性媒介策劃、數碼營銷及 社交媒體傳訊代理機構的工作經驗 。
他是香港互動市務商會(AIM) 會長。 。
多年來他亦積極參與香港特別行政區政府 、 香港賽馬會慈善信託基金、社福利機構、社會企業、
本地大學的諮詢組織、董事、嘉賓講者、客席講師、導師等公眾職務。
Ralph has extensive global & local media, digital marketing & social media agency experiences across
the Greater China region.
Currently Chairman of AIM.
He has been participating in community services in performing advisory, management and teaching
roles of various HKSAR Government departments, HK Jockey Club Charities Trust, social enterprises &
welfare organizations and tertiary education institutions.
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3. 3
[Graduate Program] [Microfilm Scheme] [Digi Ad X Publish]
https://www.microfilm-music.hk/ https://www.digiad.hk/
AIM is a not-for-profit industry association in promoting digital advertising and marketing
through talent nurturing programs, cross industry collaboration projects, training and best
practice sharing, etc.
AIM是一個不為盈利的業界組織主要透過人材培訓、跨業界協作計劃、培訓課程和分享業界案例
去促進數碼廣告及營銷。
https://gss6.hkdai.hk/

5. Passive Recipient
被動接收者
Active Interpreter
主動詮釋者
Engaged Participant
聯繫參與者
電台Radio
戶外媒體
Outdoor
電影
Movie
報刊
Magazine
電視TV
流動電話
Mobile
互聯網 Internet
論壇 Forum
Twitter
facebook
One-To-Many
大眾傳播
One-To-One
個人化
Many-To-Many
群體傳播
互動電視
Interactive TV
博客 Blog
即時通訊軟件
Instant Messenger
搜尋引擎
Search engine
電郵Email
網站
Web Site
社交媒體
Social Media
微信 WeChat
Paradigm Shift - Media
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6. 2000
2003
2006
2010
2020+
Dotcom
科網
Interactive
Marketing
互動營銷
Search
Engine
Marketing
搜尋引擎
營銷
Social Media
Marketing
社交媒體
營銷
Digital
Communication
& Commerce
數碼通訊
及商務
Mobile
Marketing
流動營銷
Paradigm Shift – Communications
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7. 7
Hong Kong Digital Landscape
Source – We Are Social -https://wearesocial.com/hk/blog/2022/01/digital-2022-another-year-of-bumper-growth/

8. 8
Hong Kong Digital Landscape
Source – We Are Social -https://wearesocial.com/hk/blog/2022/01/digital-2022-another-year-of-bumper-growth/

9. 9
Hong Kong Digital Landscape
Source – We Are Social -https://wearesocial.com/hk/blog/2022/01/digital-2022-another-year-of-bumper-growth/

10. 10
Hong Kong Digital Landscape
Source – We Are Social -https://wearesocial.com/hk/blog/2022/01/digital-2022-another-year-of-bumper-growth/
Top 5

11. 11
Hong Kong Digital Landscape
Source – We Are Social -https://wearesocial.com/hk/blog/2022/01/digital-2022-another-year-of-bumper-growth/
Top 5 Reasons
Kill time
Stay in touch
Hot topics
Reading news
Finding content

12. From Web 1.0 – 3.0
Source - https://dev.to/pragativerma18/evolution-of-web-42eh
Paradigm shifting since the 70s
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13. 13
From Web 1.0 – 3.0
Green shoots of E-Commerce
Desktop browser Access
Dedicated Infrastructure
“Social” networks
“Mobile-first” always on
Cloud-driven computing
AI driven services
Decentralized data architecture
Edge computing infrastructure
Source - https://dev.to/pragativerma18/evolution-of-web-42eh
From Interactive,
Engage to Immerse
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14. From Web 1.0 to Web 3.0
14
Read-only
static
Read-write
interactive
Read-write-
trust verifiable

15. From Web 1.0 to Web 3.0
15
GET VIEWS GET LIKES GET PAID

16. From Web 1.0 – 2.0
Source - https://dev.to/pragativerma18/evolution-of-web-42eh
All of us’re Content Creators
Similar like traditional media, most of the
content created during Web 1.0 are
published by corporations and media
The tremendous growth of digital and social
media enable people to create and share our
own content to others during Web 2.0
It’s called “User Generated Content” (UGC)
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17. From Web 2.0 – 3.0
Source - https://dev.to/pragativerma18/evolution-of-web-42eh
Decentralizing again
No intermediaries
Increasing decentralization of digital usages
Machine-driven digital entities
Higher interconnectivity
Streamlining of communications & commerce
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18. Web 3 Characteristics
18

19. 19
5C
客戶
了解客戶
及對手
社群
訂立目的及
目標客戶
內容
創作個人化、
針對性的內容
數碼傳訊
5Cs
通訊
增加用戶互動性
及忠誠度
商業
推動客戶查詢、
促進銷售

20. 20
Case - Community Engagement Web 1.0
Source - https://www.hangseng.com/

21. 21
Case - Community Engagement Web 2.0
Source - https://www.instagram.com/gogingeronion/

22. 22
Case - Community Engagement Web 3.0
Source - https://www.instagram.com/gogingeronion/

23. 23
Case – Transforming Social Good

24. 24

25. 25

26. 26
VLI – Volunteer Led Initiative

27. Keys for Success
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28. 網路傳訊
Web
Communications
智能手機 Mobile
傳訊 Communications
內容及商務 Content + Commerce
客戶服務、客戶關係管理…..
Customer Service + CRM + Many More…
互動、連繫、匯流
Interactive, Engage & Converge further
1

29. 擁抱科技的轉變
Be adaptable, be agile
Work ethic & can-do
attitude
Be comfortable with
technology
2
要適應、敏捷
正面工作態度
擁抱科技的轉變

30. Unique
&
Meticulous
深耕細作
3
獨特

31. Ralph Szeto
Ralph Szeto
ralph.szeto@hkaim.org
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