Looking into digital marketing

Spilling secrets: Tungate shared insights on how to enhance brand awareness.

ADVERTISING students from The One Academy were in for an informative experience when they attended “The Best of Global Digital Marketing” seminar at Technology Park Malaysia, Kuala Lumpur.

The seminar featured advertising and digital marketing experts from around the world such as Epica Awards jury coordinator and author Mark Tungate, Achtung! founder and creative director Mervyn Ten Dam and freelance Turkish senior digital marketing consultant Gamze Gurbuzatik.

Case studies of international brands such as Porsche, Volvo, Coca-Cola, Converse, Anthon Berg and Volkswagen were presented to the students alongside video clips of commercials and brand campaigns.

As the speakers shared insights about the rapidly growing digital media industry, students learnt how the wave of digital communication influenced current advertising trends.

They also learnt the power of personalising digital age experience and how these methods or evolved marketing strategies could transform brands, products and companies.

Tungate said that when it came to selling a brand, there were certain elements that were popular and had proven to be effective in brand positioning.

“You can’t go wrong with elements of children or pets or animals, it works every time!” he said.

He added that when it came to story development, it was recommended that one learnt the art of embellishing a story or “skew the truth”.

Meanwhile, Gurbuzatik shared several case studies on brand campaigns like Doritos.

Although the case studies were mostly in Turkish, the students were taught points and strategies on how to run a brand campaign.

One of the videos shared by Gurbuzatik showed that online video viewing had become an essential part of the digital consumer experience, which was why more and more brands were focusing on video content to create brand presence.

Students also picked up useful tips on enhancing brand awareness and creating a brand that communicated with the target audience.