{"id":5352,"date":"2018-11-09T11:15:00","date_gmt":"2018-11-09T03:15:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5352"},"modified":"2026-09-29T16:33:11","modified_gmt":"2026-09-29T08:33:11","slug":"kaplan-hong-kong-open-day-digital-social-media-trends-2019","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/","title":{"rendered":"Kaplan Hong Kong Open Day: Top Digital and Social Media Trends for 2019"},"content":{"rendered":"<p>At the <strong>Kaplan Hong Kong Open Day<\/strong> in November 2018, I shared five digital and social media trends to watch in 2019. The most rewarding part was not only presenting the trends\u2014it was the thoughtful discussion with students after the class.<\/p>\n\n<p>Trend talks are useful when they help learners look beyond fashionable terminology. The real task is to understand which changes affect customers, how they influence business decisions and what capabilities marketers should build next.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"1199\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2018\/11\/Kaplan-Hong-Kong-Open-Day-digital-social-media-trends-2019.jpg\" alt=\"Bernie Wong sharing digital and social media trends with students at Kaplan Hong Kong Open Day\" class=\"wp-image-5353\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2018\/11\/Kaplan-Hong-Kong-Open-Day-digital-social-media-trends-2019.jpg 800w, https:\/\/berniewong.net\/wp-content\/uploads\/2018\/11\/Kaplan-Hong-Kong-Open-Day-digital-social-media-trends-2019-200x300.jpg 200w, https:\/\/berniewong.net\/wp-content\/uploads\/2018\/11\/Kaplan-Hong-Kong-Open-Day-digital-social-media-trends-2019-683x1024.jpg 683w, https:\/\/berniewong.net\/wp-content\/uploads\/2018\/11\/Kaplan-Hong-Kong-Open-Day-digital-social-media-trends-2019-768x1151.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2018\/11\/Kaplan-Hong-Kong-Open-Day-digital-social-media-trends-2019-8x12.jpg 8w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\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\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#How_to_evaluate_a_digital_marketing_trend\" >How to evaluate a digital marketing trend<\/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\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#Five_themes_shaping_the_conversation\" >Five themes shaping the conversation<\/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\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#Learning_through_discussion\" >Learning through discussion<\/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\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#From_2019_trends_to_todays_AI-enabled_marketing\" >From 2019 trends to today\u2019s AI-enabled marketing<\/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\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#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-6\" href=\"https:\/\/berniewong.net\/zh-hk\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#What_was_the_Kaplan_Hong_Kong_Open_Day_sharing_about\" >What was the Kaplan Hong Kong Open Day sharing about?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/berniewong.net\/zh-hk\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#Why_teach_trends_through_a_framework\" >Why teach trends through a framework?<\/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\/kaplan-hong-kong-open-day-digital-social-media-trends-2019\/#Are_trend_talks_available_for_student_or_professional_audiences\" >Are trend talks available for student or professional audiences?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_to_evaluate_a_digital_marketing_trend\"><\/span>How to evaluate a digital marketing trend<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>A trend deserves attention when it changes behaviour, creates a new customer expectation or makes a previously difficult activity practical. Marketers should avoid adopting every new platform simply because it is receiving attention.<\/p>\n\n<p>A useful evaluation asks:<\/p>\n\n<ul>\n<li>Does this development solve a real customer or business problem?<\/li>\n<li>Is adoption growing among the audience we need to reach?<\/li>\n<li>How does it affect discovery, trust, experience or conversion?<\/li>\n<li>What skills, data and processes are required to use it well?<\/li>\n<li>How will we measure whether an experiment creates value?<\/li>\n<\/ul>\n\n<h2><span class=\"ez-toc-section\" id=\"Five_themes_shaping_the_conversation\"><\/span>Five themes shaping the conversation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Entering 2019, the <a href=\"https:\/\/berniewong.net\/zh-hk\/\">\u6578\u78bc\u71df\u92b7<\/a> conversation increasingly centred on mobile-first customer behaviour, short-form and visual content, social commerce, data-informed personalisation and more conversational forms of interaction. These themes did not develop in isolation. Together, they pointed towards faster, more connected and more customer-specific journeys.<\/p>\n\n<p>The discussion also highlighted an important distinction: tools change quickly, while strategic principles endure. Marketers still need to understand the audience, communicate a clear value proposition, earn trust and connect activity with a meaningful objective.<\/p>\n\n<h2><span class=\"ez-toc-section\" id=\"Learning_through_discussion\"><\/span>Learning through discussion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>The questions after the session showed why open-day talks can be valuable. Students bring fresh observations from the platforms and communities they use every day. When those observations meet structured marketing thinking, the result is a richer conversation about what is changing and why.<\/p>\n\n<p>That exchange continues to shape my approach to teaching. A good session gives learners a framework, but also creates room for them to test it against what they see in the real world.<\/p>\n\n<h2><span class=\"ez-toc-section\" id=\"From_2019_trends_to_todays_AI-enabled_marketing\"><\/span>From 2019 trends to today\u2019s AI-enabled marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>Many of the forces discussed then have accelerated. Social commerce has matured, video has become even more central and AI now affects research, content, personalisation and customer service. The need for critical thinking has grown alongside the tools.<\/p>\n\n<p>Universities, professional programmes and organisations can explore my <a href=\"\/zh-hk\/corporate-training\/\">training and speaking programmes<\/a> or current <a href=\"\/zh-hk\/ai-digital-marketing-training\/\">AI and digital marketing training<\/a>.<\/p>\n\n<h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"What_was_the_Kaplan_Hong_Kong_Open_Day_sharing_about\"><\/span>What was the Kaplan Hong Kong Open Day sharing about?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It introduced five digital and social media trends expected to shape 2019 and discussed their practical implications with students.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Why_teach_trends_through_a_framework\"><\/span>Why teach trends through a framework?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A framework helps learners distinguish lasting behavioural change from temporary hype and connect new tools with customer and business needs.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Are_trend_talks_available_for_student_or_professional_audiences\"><\/span>Are trend talks available for student or professional audiences?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes. Topics can be updated and tailored to the audience, industry and learning goals. <a href=\"\/zh-hk\/contact\/\">Contact me<\/a> to discuss a session.<\/p>\n\n<p><em>Event record: shared on LinkedIn on 9 November 2018. Photographs are from the original post.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>A Kaplan Hong Kong Open Day sharing on five digital and social media trends shaping 2019, followed by a lively student discussion.<\/p>","protected":false},"author":1,"featured_media":5353,"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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