earE-marketing Research on Hong Kong Ocean Park
As we known, a brand can be well developed only when it goes deep into the mass. Many years ago, companies or organizations spent lots of money on traditional Medias and this is the one and only way for famous brands to maintain popularity. As the Internet become popular, many less famous brands make great progress because of digital channel. Meanwhile, big companies and brands also need to adopt their strategy to Internet advertisement as well. Hong Kong Ocean Park has been the master in this field.
Marketing Revolution for Ocean Park
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Hong Kong Ocean Park begins digital marketing since 2002 and it’s much earlier than other big companies or famous brands. According to general manager Kenneth Wan from Group M Interaction: Ocean Park is one of the early users of e-marketing in Hong Kong. In recent years, almost all digital Medias have been applied by Ocean Park. Digital marketing applied domain for Ocean Park includes: * Website
* Banner advertisement
* Search Engine Marketing
* Portal creative format
* Portal joint partnership
* Social media
* Forum sponsorship/ seeding
* Facebook and Facebook app
* Video advertisement/skins
* Interactive YouTube video
* Mobile apps
* Portals for mobile
* Short Message Service(SMS)
With the rapid development of technology, Ocean Park adopts popular marketing channels instead of limiting to only digital Medias.
Multivariate of Online Medias
Hong Kong Ocean Park is adept in applying website advertisement to interact with audience. Nowadays, Internet has great impact on advertisement, especially in terms of interactive. Traditional Medias such as television, magazines and newspaper, billboards, etc. are sending messages unilaterally the audience and it leads to two disadvantages: the audiences have no ways to send feedback about the advertisement and the advertisers have no idea whether audiences are watching the advertisement. Now, technology changes the situation.
Audiences can play, participate, and vote in an advertisement. Meanwhile, many other information transmission techniques are created because of Internet technology. For instance, search engine marketing, permission marketing, viral marketing, etc. Along with the popularization of smart phone, tablet PC, many traditional Medias begin to add interactive to match up the Internet. For example, TV station has launched an app call TVB Fun to add interactive element into TV programs.
Ocean Park also introduces interactive marketing into its marketing strategy, which brings great commitment and participation to audiences. There are many examples of how Ocean Park interacts with the audience via Internet:
* Let audiences play interactive games through YouTube videos
* Mobile apps to provide interactive games to enhance educational meanings and fun. For instance, mobile app for Halloween 2011 has been downloaded nearly seventy thousands within a month.
* Facebook app and fan page.
* New information and activity sharing
* Photos and videos sharing
* Reply messages from fans
In the digitalization age, Facebook is much powerful. Ocean Park has set up the Facebook fan page since May, 2009 and since then Ocean Park fan page ranged No.3 in Hong Kong by 2012. Therefore, fan page is one of the most important platform for Ocean Park to dismiss messages.
The Power of Viral Marketing
Success viral campaign can initiate effective word-of-mouth. To use a low cost viral video to get free viral effect is a dream for many brands because it cost few media cost. However, it’s hard to reach this aim. Those who get effective viral effect brands are actually put a lot of investment on their video. Therefore, content and quality of the video is very important. In 2009, Hong Kong Ocean Park has received the 2009 Best Digital Media marketing campaign Gold Award. The topic of the video is Halloween Bash 2009. For this video, there are 470,000+ views personalized video, 58% open rate and 20% click-through rate.
Internet and technology bring great changes to marketing and it changes quickly. For companies they need to be adoptive and creative so as to keep the brand new and popular. Nevertheless, new technology can bring harm to companies along with benefits. Hence, companies should be able to respond quick to the market to handle the bad effect immediately.
http://www.slideshare.net/laichiwilly/digital-excellence-seminar http://www.socialbakers.com/facebook-pages/75415661389-ocean-park-hong-kong WU Bolin, 2012. Loving Hong Kong-Brand strategy and marketing planning. Walk in the forefront of digital channel, p144-p174