Probing unknown territories
Online marketing is a comparatively new media platform. There are still many aspects of the field that have yet to be fully researched, so it can be assumed that opportunities exist of which we are not currently aware.
The biggest challenge in online marketing is that it is a media platform that keeps changing. No one knows for sure what will happen next. It is not something you can learn from textbooks but something you have to explore by yourself. It is therefore a good field for those with an innovative mind and who embrace learning new things. Possessing IT knowledge, of course, is also definitely an advantage.
The field seems to be getting more and more popular. However, it can never take the place of traditional marketing. Traditional marketing theories should only be used as reference points.
Instead of worrying about whether online marketing will replace traditional marketing, it would be more appropriate to say that the two are complementary to each other. Of course, it would be ideal for those who work in traditional marketing to learn the kind of strategies used in online marketing to enhance their own value in the industry.
Charles Mok, HK SAR Legislative Councillor, IT Functional Constituency
As told to Chiu Po-sze