1. Beyond a One-Way Communication: The Future of Performing Arts Marketing in the Digital Age - a Hong Kong Perspective
29th January 2016; Chulalongkorn University
Speaker:
Benny Lim (Ph.D.)
Assistant Professor, Department of Cultural and Religious Studies |
Fellow, Morningside College
Chinese University of Hong Kong

2. Overview of the Presentation
Hong Kong in the Digital Age
Marketing in the Digital Age
Hong Kong’s Performing Arts in the Digital Age
Possibilities in Performing Arts Marketing

3. Hong Kong in the Digital Age

4. Hong Kong has Everything

5. Some Statistics 2nd fastest internet speed in the world (Akamai, 2015)
73% of the population has internet access (GO- Globe, 2014)
83.2% households with broadband (GO-Globe, 2014)
63% of population has smartphones – ranked 7th in the world (Google, 2013)
4.4 million Facebook users (GO-Globe, 2015)

6. Manuel Castells’ Network Society
Contemporary social, political and economic practices, institutions and relationships are organized around the network
Several key characteristics

7. Characteristics of Network Society
Hong Kong is a Knowledge Economy (considering ICT Development; HR Development; Level of Innovation; Business Environment)
Hong Kong is also a Global Economy (International Financial Centre; Highly urbanized society)
‘Network Enterprise’ in Hong Kong and it’s impact on Labor > Space of Flows and Timeless Time

8. Characteristics of Network Society
“In a society whose principal economic, political and social activities are organized as – or mediated by - networks, access to those networks constitutes an important threshold of inclusion and exclusion, a condition of power and powerlessness, a source of dominance and subjugation.” Barney, D. (2013). The Network Society.
Polarization (between those with access and those without)
Hong Kong, a Culture of Real Virtuality (Impacts/ effects of the media)

9. Looking into Hong Kong’s Culture and Technology
Social Homogeneity in Hong Kong (+)
International migration in Hong Kong (+)
Hong Kong is a Hierarchical Society (-)
High literacy and English educated (+)
Subjective Experience of Time > Fast and Efficient (+)
Communication Pattern (+)
Spatial Layout > Urban concept (+)
Material Culture (+)
(+) for technological development/ influence (SCOT)

10. Technological Determinism

11. Marketing in the Digital Age

12. Definition of Marketing

13. Trends
Creation of Online Personalities (an image portray to the public)
Blurring between marketing (advertising) and e- commerce
Targets customers’ discretionary income
Allocation of digital marketing budget (on the rise)

14. Trends Shift towards of Customer Centric (from an online perspective)
Timely, real time marketing
Voice of customers need to be heard
Usage of specific functions of online/ web applications

15. Issues
Young and Volatile (Continual discussions if e- marketing can replace traditional marketing)
Hard to predict future trends > linked to training of digital marketing experts

16. Hong Kong’s Performing Arts in the Digital Age

17. What Have We Established So Far?
Hong Kong is technologically developed
Digital marketing is a forward trend
Assumption: Hong Kong should have fully embraced digital marketing
True, but not for the performing arts!

18. From a Production Perspective
In Hong Kong’s performing arts, technology serves mainly in documentation (recording) and support (such as video projection/ multimedia)
Time delay / Live Projection / Interactivity are seldom seen

19. From A Marketing Perspective
The trend is to print
Common form of Digital Marketing
Promotions – e-posters, e-brochures, ers
Company webpage
Social Media promotions – posting of e-posters etc. / setting up an event page
Social Media advertising
ONE WAY COMMUNICATION

20. Possibilities in Performing Arts Marketing

21. Product

22. Venue

23. Price Prediction

24. Training

25. Thank You