HWZ.com Inaugural Digital Workshop

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

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

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Microsite: http://sites.hardwarezone.com/sg/HWZworkshop/

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