本院活動

22.04.2020

[BizInsight@HKUST - Webinar Series] The Power of Now: Moment Marketing and its Measurement

We live in a fast-paced world, where everything happens instantly and we need timely feedback that can help us to better optimize our marketing strategy. In this presentation, Prof Wenbo Wang would share his insights on new way to gauge consumer perceptions through live media social listening. Prof Jia Liu would share her insights on how we measure dynamics in cross-channel ad effectiveness in moment marketing.

Moment-to-Moment Synchronicity: New Way to Gauge Consumer Perceptions Through Live Media Social Listening
The latest disruptive research measures the way in which consumers of information react to that information in real time through a novel measure called moment-to-moment synchronicity (MTMS). In this presentation, Prof Wenbo WANG would share his insights on how live social media posts are analyzed in conjunction with range of other capturable variables to measure consumer engagement on a progressive basis.

Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness
Moment marketing is a new strategy that refers to the ability to synchronize online (e.g., search) advertising in real time with relevant offline events, such as TV ads. While practitioners advocate TV moment-based search adverting using the expected increase in consumer engagement right after TV ad moment, very limited is known about the instant impact. Prof Jia LIU will share her research insights on that TV moment-based channel coordination could be effective for optimizing search advertising for both TV advertised brands and their competitors, as well as how searchers respond to organic and sponsored search results differently.

Professor Wenbo Wang
Professor Jia Liu

Event Details

Date 22 April 2020 (Wednesday)
Time 12:30 - 2:00 pm Presentations and Q&As
Venue Online via Zoom
Admission Open to public
Fee Free
Language English

Enrollment

Please fill in the online registration form. The meeting link will be sent to you one day before the webinar.

Note to participants: Photographs will be taken at the event for record and publicity use. By attending this event, you agree your image may be used for these purposes.

Enquiries

For questions, please contact Mr Ray Lee on (852) 2358 8934 or insights@ust.hk.

Arrangement of event in case of Bad weather
All programs would be suspended once the Rainstorm Black Warning or Typhoon Signal No.8 (or above) is hoisted, or there is information that the Warning or Signal would be hoisted within 1 to 2 hours before the event starts. Notification on reschedule or refund arrangement would be announced in due course.