{"id":5284,"date":"2024-08-08T15:00:00","date_gmt":"2024-08-08T07:00:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5284"},"modified":"2026-09-29T16:21:47","modified_gmt":"2026-09-29T08:21:47","slug":"hktdc-digital-academy-online-marketing-brand-building-smes-2024","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/","title":{"rendered":"HKTDC Digital Academy: Online Marketing and Brand Building for SMEs"},"content":{"rendered":"<p class=\"wp-block-paragraph\">In a crowded digital market, small and medium-sized enterprises rarely struggle because they have nothing valuable to offer. More often, they struggle because customers do not notice or remember the difference.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On 8 August 2024, <a href=\"https:\/\/berniewong.net\/zh-hk\/about\/\">\u9ec3\u555f\u4eae\u535a\u58eb<\/a> moderated an HKTDC Digital Academy hybrid seminar on online marketing, advertising creativity and brand building for SMEs. Held at Blueprint in Taikoo Place and streamed online, the two-hour Cantonese programme attracted more than 3,300 registrations.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Full-House-at-HKTDC-Digital-Academy-SME-Seminar.jpg\" alt=\"Full house at the HKTDC Digital Academy hybrid seminar moderated by Dr Bernie Wong\" class=\"wp-image-5286\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Full-House-at-HKTDC-Digital-Academy-SME-Seminar.jpg 1024w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Full-House-at-HKTDC-Digital-Academy-SME-Seminar-300x200.jpg 300w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Full-House-at-HKTDC-Digital-Academy-SME-Seminar-768x512.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/Full-House-at-HKTDC-Digital-Academy-SME-Seminar-18x12.jpg 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Advertising_and_brand-building_insights_for_Hong_Kong_SMEs\" >Advertising and brand-building insights for Hong Kong SMEs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Branding_is_a_competitive_advantage_not_decoration\" >Branding is a competitive advantage, not decoration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Turning_creative_campaigns_into_a_repeatable_marketing_system\" >Turning creative campaigns into a repeatable marketing system<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Marketing_training_and_moderation_for_business_events\" >Marketing training and moderation for business events<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Event_information\" >Event information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#Who_spoke_at_the_HKTDC_Digital_Academy_seminar\" >Who spoke at the HKTDC Digital Academy seminar?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/berniewong.net\/zh-hk\/hktdc-digital-academy-online-marketing-brand-building-smes-2024\/#What_topics_did_the_seminar_cover\" >What topics did the seminar cover?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Advertising_and_brand-building_insights_for_Hong_Kong_SMEs\"><\/span>Advertising and brand-building insights for Hong Kong SMEs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The session featured KK Tsang, Founder and CEO of The Bees, and Chung Tsz-shun, Founder of Durian HK. Drawing on advertising and copywriting cases, the speakers explored how SMEs can strengthen visibility without relying on large media budgets.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How brand positioning creates meaningful differentiation<\/li><li>Why content marketing must connect creative ideas with customer needs<\/li><li>Ways to improve exposure when marketing resources are limited<\/li><li>How established brands can gradually reposition audience perceptions<\/li><li>What SMEs can learn from campaigns for brands including Durex and Lee Kum Kee<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Dr Wong guided the discussion as moderator, connecting the speakers\u2019 agency experience with the practical questions facing SME owners and marketing teams.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Branding_is_a_competitive_advantage_not_decoration\"><\/span>Branding is a competitive advantage, not decoration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Digital tools have lowered the barrier to entering many markets. They have also made it easier for competitors to observe and reproduce product features, campaign formats and promotional tactics. In that environment, branding becomes more\u2014not less\u2014important.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A recognisable brand helps customers search for a company by name rather than compare only by category or price. That familiarity can improve trust, repeat purchase and bargaining power. For SMEs, brand building therefore means consistently communicating who the business serves, what it believes and why its offer matters.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Turning_creative_campaigns_into_a_repeatable_marketing_system\"><\/span>Turning creative campaigns into a repeatable marketing system<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A memorable campaign can attract attention, but sustainable growth requires a repeatable system. Teams need a clear audience definition, useful content themes, channel roles, an efficient production process and meaningful measures of success.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Positioning:<\/strong> articulate the customer problem and the brand\u2019s distinctive point of view.<\/li><li><strong>Story:<\/strong> translate product features into an outcome audiences understand and remember.<\/li><li><strong>Content:<\/strong> adapt the same strategic idea for social media, video, search and sales conversations.<\/li><li><strong>\u8b49\u64da\uff1a<\/strong> support claims with cases, demonstrations, testimonials and credible expertise.<\/li><li><strong>Measurement:<\/strong> track qualified interest and conversion, not only reach.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketing_training_and_moderation_for_business_events\"><\/span>Marketing training and moderation for business events<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dr Bernie Wong is a Hong Kong <a href=\"https:\/\/berniewong.net\/zh-hk\/\">\u6578\u78bc\u71df\u92b7<\/a> trainer, keynote speaker and event moderator. He helps organisations turn complex topics in AI, marketing, branding and social media into practical discussions for business audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Explore <a href=\"https:\/\/berniewong.net\/zh-hk\/corporate-training\/\">corporate training in Hong Kong<\/a>, <a href=\"https:\/\/berniewong.net\/zh-hk\/storytelling-training-hong-kong\/\">brand storytelling training<\/a>, or <a href=\"https:\/\/berniewong.net\/zh-hk\/contact\/\">contact Dr Bernie Wong<\/a> about a customised programme or event.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Event_information\"><\/span>Event information<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Date:<\/strong> 8 August 2024<\/li><li><strong>Time:<\/strong> 3:00\u20135:00 pm<\/li><li><strong>Venue:<\/strong> Blueprint, 2\/F Dorset House, Taikoo Place, Quarry Bay, Hong Kong<\/li><li><strong>Format:<\/strong> In-person seminar and online livestream<\/li><li><strong>Language:<\/strong> Cantonese<\/li><li><strong>Organiser:<\/strong> HKTDC Digital Academy<\/li><li><strong>Moderator:<\/strong> \u9ec3\u555f\u4eae\u535a\u58eb<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Who_spoke_at_the_HKTDC_Digital_Academy_seminar\"><\/span>Who spoke at the HKTDC Digital Academy seminar?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The featured speakers were KK Tsang of The Bees and Chung Tsz-shun of Durian HK. Dr Bernie Wong moderated the discussion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_topics_did_the_seminar_cover\"><\/span>What topics did the seminar cover?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The programme covered SME advertising ideas, content marketing, brand-building frameworks, low-cost approaches to gaining exposure, campaign cases and audience questions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>References: official HKTDC Digital Academy event page, HKTDC NewsBites recap and event-related LinkedIn posts.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Dr Bernie Wong moderated an HKTDC Digital Academy hybrid seminar on advertising, content marketing and brand building for SMEs, attracting more than 3,300 registrations.<\/p>","protected":false},"author":1,"featured_media":5285,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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