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November 24, 2014
Rediscovering the Art of Brand Marketing in China’s Digital Age
Featuring Tom Doctoroff, CEO, JWT Asia Pacific, and author, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing” (Palgrave Macmillan, Nov. 11, 2014)
Columbia Club, 15 West 43rd Street, New York
Reception at 6:00 p.m. Lecture at 6:30 p.m.
Mass media is alive and well as a key tool for long-term brand building. However, in China and throughout the world, the landscape of brand communications has fundamentally evolved since the rise of digital media. Brand advocacy, or harnessing the power of technology to establish a one-on-one dialog between consumers and manufacturers, provides a potent platform to increase shopper loyalty and profit margins. In order to efficiently leverage a new digital canvas, marketers will need to complement the traditional model of broadcast communication with a new model that triggers participatory digital engagement to spread the word, transforming owned media into earned media.
In a lively, case-filled presentation inspired by his new book, “Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing," (Palgrave Macmillan, Nov. 11), JWT Asia Pacific CEO Tom Doctoroff will uncover how today's savviest marketers are driving brand advocacy.
What you'll learn:
- the marketing implications of this new paradigm
- the topography of China’s digital landscape including the role of online opinion leaders
- the motivations of hundreds of millions of empowered netizens that can be satisfied through brands
Registration is required; register here. There is no cost for this event. Please RSVP by Friday, November 21, 2014
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