經歷整整三年「疫」轉各行各業、全球重新「洗牌」的一場危機後，今天我們為大家歸納 2023 年的推廣和營銷趨勢。 （1）七大吃香產品及服務優勢不再 疫情改變全人類生活模式，促使對某些產品及服務的需求大增，但當疫情緩和又會出現新常態。根據行銷研究公司 IntoTheMinds ，七類本來受惠的 commodity 於 2023 年銷量將回落，包括電腦、電玩、書籍、電商、到府送貨服務、DIY 產品，以及家用器材（如健身、裝修、廚具等改善「家中」生活質素的用品）。這些產品及服務的需求，本因人們長時間逗留家中而衍生，現在人們「重出江湖」，加上疫情期間因恐慌購買而過量積存，新銷情自然並不樂觀。 （2）元宇宙和NFT？真正重要的是創意和人性 大家搞清 metaverse（元宇宙）和 NFT（非同質化代幣）是什麼了嗎？各大品牌如 LV 和 adidas 等率先參一腳，就連信用卡迎新禮品也有NFT，一大群連 blockchain（區塊鏈）也不太明白的消費者被迫「硬食」新概念，結果就是屢傳NFT泡沫的消息。對於針對 Gen Z 數碼一代的 marketer 來說，以

It's not that no one reads books. It's no one really writes nice things then publish it as a book - without a promised monetary return or ROI. Okay, that's fine. We know it sounds old-fashioned, or kinda remote for a sports marketing agency to publish a book. But we just do it because, the end of the day, you do what you BELIEVE IN. Then, it's all up to luck or destiny or whatever if it gets people's attention, or 'goes viral', so to speak. Publishing the autobiography-cum-st

一上車，前方椅背有個貼紙，還可以掃QR code？對，它就是環境廣告（Ambient Advertising）！ 廣告種類五花八門，小至IG post、大至紅隧口，各式推廣無孔不入；其中一種最有效的叫「環境廣告」（Ambient Advertising）。 什麼是「環境廣告」？ 顧名思義，「環境廣告」是在一個特定環境下才看到的推廣和營銷工具。例如機上雜誌（inflight magazine）、椅背廣告等。 而大家最常見、也最容易有印象的環境廣告類別就是──OOH Advertising（Out-Of-Home）。 OOH又稱「戶外廣告」（Outdoor Advertising），指踏出家門才會見到的廣告，通常置於戶外（如紅隧口、SOGO或大樓牆身LED、叮叮車身等），也有不少是在室內的（如飛機小摺枱、地鐵扶手梯／月台／幕門等）。 OOH雖然比較「土豪」、設置費用高昂，但最大優點是接觸面廣，受眾人數龐大，也不受年齡、性別、階層等因素局限，而且監管較嚴謹──相比社交媒體或網上廣告，大型戶外廣告的內容審批嚴格很多，較少虛假信息，也沒有網絡洩漏個人私隱的

They say beauty is in the eye of the beholder. But what if you can't... eye it? Forget about NFTs . It's the era of Gen Alpha; no digital natives should raise eyebrows at Salvatore Garau 's Io Sono ('I am'), an immaterial sculpture sold for HKD140,000 (€14,820) at the Italian auction house Art-Rite in May 2021. "Intangible sculpture to be placed in a private residence in a place free of encumbrances," the lot description went on, "Variable dimensions 150 x 150cm circa." An

Like how I can never explain what a poet/writer does at work, I can’t preach enough the importance of giving every campaign a STORY. But you know I know. Clients never care about the story. Look at those funny 'About Us' of some corporate websites. Okay, the term ‘story’ may sound a tad daunting or obscure; how about gimmick, PR angle, brand ID or UX ? A brilliant tagline, a theme for an event, a fun app game for the launch of a loyalty programme… whatever you envisage, the

What is Creativity? · Creativity is an art - it's like the cherry on the top, fancy, but kind of unnecessary. Why would an office person or a scaffolder need creativity, BTW? · Creativity is frivolous, wild talk - you know, those quirky, if not shocking, ideas, all packaged in exaggerating narratives and showy visuals. · Creativity is an innate talent - only the gifted are creative. Look, I’m not fast or on fire. I can't draw. I don’t wear a cardigan like a skirt. I'm just...