In a lecture held on September 29, 2023, Mr. Rex Loi(呂曉霖), the founder of digital marketing company Converto, led us in unraveling the mysteries of the sales funnel. The lecture took place at the Taipa campus of the City University of Macau.

Mr. Loi began by sharing his experience in serving small and medium-sized enterprises, providing digital marketing services to nearly a hundred businesses. These businesses spanned various industries, including food and beverage, cosmetics retail, and fitness courses, demonstrating the widespread adoption of e-commerce among SMEs in Macau.

The focus of his talk was the concept of the sales funnel. To help students better grasp the concepts of entrepreneurship, e-commerce, online sales, and the online purchasing experience, Mr. Loi prepared several interactive sessions. Through these activities, students were able to gain a deeper understanding of the workings and importance of the sales funnel.

Additionally, Mr. Loi highlighted the uniqueness and challenges of Macau's business cases. He pointed out that in a small region like Macau, where word-of-mouth marketing prevails as the primary promotional method, acquiring and analyzing business cases becomes more challenging. However, drawing from his own practical experiences, Mr. Loi explained the workings of the sales funnel to the students using straightforward examples, enabling them to better apply the concepts to Macau's business environment.

In Macau, the significance of e-commerce is on par with physical retail. A successful e-commerce platform, much like a physical store, requires a well-designed storefront, clearly categorized products and shelves, and sales representatives capable of explaining and recommending the most suitable products to customers. Ultimately, the goal is to complete transactions.

Mr. Loi's lecture revealed the intricacies of the sales funnel and its importance in the field of digital marketing. By emphasizing the importance of establishing a well-structured e-commerce presence, he highlighted the similarities between online and offline retail experiences. His insights provided valuable guidance for students and entrepreneurs striving for success in the digital marketplace.

After the lecture, participants gained a deeper understanding of optimizing their e-commerce strategies and improving their online sales performance.