South China Morning Post: Insights from Hilda Chan on Business Growth and Marketing Strategies
In a rapidly evolving business landscape, Hilda Chan, the newly appointed chief marketing officer of Hong Kong Science and Technology Parks Corporation (HKSTP), is challenging conventional marketing notions. Her background spans from leading advertising agencies to pivotal roles in iconic Hong Kong brands, including the Hong Kong Tourism Board. Chan’s brand mission involves promoting Hong Kong as a global innovation destination. According to Chan, marketing is not merely about campaigns; it's about leveraging data and insights to achieve substantial business outcomes.
Marketing as a Central Business Function
Chan believes that marketing must transition from a supporting role to a primary function within corporations. “If you treat marketing as just a support function, then that’s all it will be,” she asserts. She advocates for setting measurable performance goals and showcasing the value branding brings to organizations by merging performance marketing with larger branding strategies.
The Impact of AI on Marketing
With the rise of AI and data analytics, Chan stresses that marketers should become adept at harnessing consumer insights to predict future trends. “Marketing should not be viewed as a spending function,” she emphasizes, “but as a key driver of business insights and value.”
Embracing Diversity and Change
Reflecting on her career, Chan credits her success to a curiosity for diverse ideas and cultures. She believes that collaboration and constructive dialogue are essential to thriving in today’s marketing landscape. Furthermore, she predicts a consolidation of marketing practices in the coming years, underscoring the need to approach marketing holistically.
Career Advice for Aspiring Marketers
To aspiring marketers, Chan advises taking the initiative to shape their career trajectories. “You need to create meaningful campaigns that connect insights to cultural contexts,” she states, reiterating the transformative power of marketing in influencing consumer behavior.
This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.