data-driven marketing and intellectual property rights

Data-driven marketing& Intellectual property

rightsCharles Mok

Legislative Councillor (IT)

2017.09.29

Digital Marketing Transformers

“What are the emerging trends

in data-driven marketing?

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Martech budgets continue to grow 3

Source: Gartner

Augmented reality goes beyond gaming

Consumers are ready for augmented reality. VR technology is yet to be truly democratized, but it already has massive marketing potential to expand storytelling and take people closer to experiences than ever before.

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AI revolutionizes digital marketing

Changing marketing from one-way communication to a customer dialogue as a result of AI language processing allowing us to do

this with minimal human effort.

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Marketers are taking more creative work in-house

Now advertisers are building their own internal departments to handle content marketing and social media, and many also have an internal digital marketing team and design studio.

Advertisers increasingly need to own the intellectual property in their campaigns.

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Agility and responsiveness is key

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Marketers start to use their own data in advertising

New capabilities, roles and way of working are needed as the customer experience runs your business and where data has become the glue in your operations.

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More data than you ever imagined

●Live videos

●Expiring contents

(e.g. Snapchat)

●Wearables

●Interactive content

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“Are you protecting your intellectual

property rights in the digital marketing landscape?

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Four basic types of Intellectual Property

●Patent

●Trademark

●Copyright

●Trade secrets:

-confidential, proprietary information that provides your business with a competitive advantage: customer lists, procedures for analytics.

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The value of your data

Trade secrets

● The information is a formula, pattern, compilation, program, device, method, technique, process or other protected instrument

● Its secrecy provides the company with actual or potential economic value by not being known or readily ascertainable

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●Intellectual property assets grow with tech

●Advertisers increasingly need to own the intellectual property in their campaigns.

●Consult your IP lawyer

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Thanks!Charles MokCharlesmok@charlesmok.hk

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