The Current State and Challenges of Hong Kong Marketing (Part 1) ~ Seeds of Marketing 90

— Why has marketing become the “first to be cut”? —

🧭 Marketing: Cost or Foundation for Growth?

Marketing is not merely an activity to “sell.” At its core, it is a continuous effort to communicate value to customers and build relationships. Yet when sales decline, marketing budgets are often the first to be cut. But isn’t that decision, in the long term, essentially giving away your own competitiveness? 

---

🏢 The Trap of Short-Termism in Hong Kong Businesses

In Hong Kong’s business scene, there is a strong tendency to prioritize ROI (Return on Investment). As a result, the marketing department is often undervalued as a “division that doesn’t directly generate measurable numbers.” Sales and manufacturing deliver tangible results. In contrast, marketing is seen as “hard to measure” and “time-consuming,” leading to it being treated as a cost center. 

---

🧩 Organizational Issues: Leadership Lacking Understanding

In Hong Kong, where many companies are SMEs, top management sometimes lacks a deep understanding of marketing. Some believe that “posting on social media = marketing,” while others prioritize “short-term ad spend efficiency” over “brand vision.” Many leaders fail to distinguish between “short-term promotions” and “mid- to long-term brand building.” This mindset risks undermining the company’s sustainability. 

---

🛠️ Positioning Marketing at the Core of Corporate Strategy

For marketing to function effectively, leadership must first understand its true value. Nurturing a brand, building customer relationships, and collaborating with product development — these are all integral roles of marketing. It should be redefined not as a mere advertising function, but as a “growth engine for the future.” Positioning marketing as a foundation of corporate strategy enables the creation of long-term competitive advantage. (To be continued)