On 5 December 2022, I joined ANZMAC 2022 for an engagement on digital marketing research. The work centred on presenting research on TikTok, Instagram and short-video marketing to an international community of marketing scholars in Perth.
The objective was to turn a fast-changing subject into ideas participants could understand, question and apply. That meant connecting current examples with durable principles: know the audience, clarify the desired outcome, communicate value and learn from evidence.
Key ideas from the engagement
Digital capability grows when learners can move from observation to structured decisions. Tools and platforms matter, but they become useful only when connected to a clear purpose.
- Begin with audience needs rather than platform features.
- Translate complex concepts into a simple decision framework.
- Use cases and stories to reveal practical trade-offs.
- Create opportunities for participation, questions and reflection.
- Define a realistic next action and a meaningful way to assess it.
Making learning practical
Relevant examples help learners test a framework against the world they know. Discussion is equally important: it surfaces different perspectives and shows where a general idea needs to be adapted for a particular audience, organisation or culture.
The session therefore treated learning as active problem-solving. Participants were encouraged to connect the subject with their own context and consider what good execution would look like after the event.
A foundation for future capability
Platforms, formats and AI tools will continue to evolve. The most transferable capability is the ability to ask better questions, evaluate evidence and communicate a purposeful story. Those habits help teams respond to change without chasing every trend.
This approach informs my corporate and educational programmes in Hong Kong and Asia. See also my AI and digital marketing training.
Frequently asked questions
What did this session cover?
It focused on digital marketing research, particularly presenting research on TikTok, Instagram and short-video marketing to an international community of marketing scholars in Perth.
Can the session be adapted?
Yes. The examples, activities and level can be customised for students, professionals, leadership teams or specialist audiences.
How can I enquire?
Contact me with the audience and learning objectives to discuss a suitable format.
Event record based on the original LinkedIn activity and photographs.
