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Open channels and marketing localisation tactics
> GUERRILLA RESEARCH: going on LIHKG (local version of Reddit) to analyse public opinions > SURVEYS: analysing previously conducted surveys to look at cultural and consumer behaviour
RESEARCH TOOLS
MARKETING STRATEGY 📭
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> DIGITAL SAFARI: Desk research and looking at secondary sources online
Content marketing Using various social media channels most popular in Hong Kong, news of eHealth’s redesign can be spread quite quickly. Similar to interactive learning, giving the opportunity for people to start a discourse around health is important, in order to receive feedback and a clear view of public opinion. Platforms like LIHKG (online forum website) and even on radio or TV talk shows can be a great tool for leveraging active discussions.
Audience activities By identifying some key Hong Kong cultural and behavioural factors, marketing can be done in a more strategised way. The lifestyle of my target audience can be summarised by favourite activities (enjoying nature on the weekend), work life balance (hustle culture) and socialisation tendencies (mostly within individual communities).
