HWZ.com conducted its inaugural digital workshop “Identifying Effective Digital Media Buying Strategies” on 7th October 2008 in the Canning room of Grand Plaza Park Hotel City Hall. The workshop was co-organized with Hitwise Singapore with the intention of sharing with the online media industy on how to identify effective digital media buying strategies.
The workshop was graced with over 50 delegates from both direct clients and agencies.
The workshop was also honored with the presence of Mr. Shalabh Pandey, part of the founding group of Media Contacts, SEA, a veteran in the digital and integrated marketing scene. Shalabh moderated the panel discussion session of the workshop.
The workshop began with an opening note by Lim Chuan Jer, General Manager, New Media, SPH Magazines on the rising trend of digital consumption as well as the increased projection of digital adspend globally. The multimillion-dollar question of how to identify effective digital media buying strategies was then engaged.
At this point of time, the workshop was handed over to Daniel Yen, Country Manager, Hitwise Singapore & Hong Kong on how a business intelligence tool like Hitwise can be used for the identification. Daniel explained the measuring methodology of Hitwise and cased a few scenarios where the various reporting metrics of Hitwise can be used to analyze and identify.
Following that, Michelle Koh, Group Account Manager, New Media, SPH Magazines helmed the workshop with 2 advertisers’ campaigns case studies, explaining how Hitwise was weaved in in both the pitching and post-campaign stages. Through this, she also illustrated the amount of background researches and studies that our account managers put into the formulation of marketing strategies on hardwarezone.com with their clients.
The last section of the workshop was a panel discussion, moderated by Shalabh with Chuan Jer, Daniel and Michelle as the panelists. The panel tackled quite a number of interesting questions put forth by Shalabh. A video recording of the panel discussion is available below.
The workshop lasted for 3 hours, ending at 5PM. The delegates were encouraged to send in their feedback via the feedback forms. These feedbacks will be taken into consideration for our next digtial workshop.
[googlevideo:http://video.google.com/videoplay?docid=-6652615629769103342 400 326]