CMO Council - Digital Marketing in China
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Lessons learned and best practices in digital in China. How to avoid mistakes in digital in China.
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CMO Council - Digital Marketing in China
- 1. Peer-Powered Case Study: Going Digital in China
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- 5. ORIGINA L
- 14. chinese preferences 14 Source: B2B International
- 15. western companies 15 Source: B2B International
- 19. opportunities
- 23. priorities 23
- 24. 4P’s, plus a 5th: Patience Listen Relationships Quality Methodical 5 keys to marketing in china
- 25. EXAGGERATION
- 26. 26
- 31. 31
- 34. 34
- 37. 37
- 38. What they see… 38 What we think is delivered…
- 43. 43
- 44. Test, Test, Test CTA Prominence Intense Localization Balanced Design Perspective Clear Message Host Locally
- 45. Peer-Powered Case Study: Going Digital in China
Editor's Notes
- Where I learned how to market and manage high growth
- There is no “One China”. Investments in centers of education, excellence, and focus create ecosystems for products and technologies
- There is no “One China”. Investments in centers of education, excellence, and focus create ecosystems for products and technologies
- Check your analytics – audit and review
- 50% of email is spam Marketers and Brands still use words like “Bulk” and “Blast”
- Humanize in every way
- Short-form and snackable -
- Ultra-local
- Remember the marketing basics – Product, price, place and promotion are all important. All should be researched before and after market entry in order to ensure that the value proposition meets and continues to meet the target market’s needs. Patience – Patience is required when applying the marketing basics to the local market. In particular, the sales process is longer and more complex than in Western markets, and local buyers will take time to be convinced that a Western company has the ‘local’ credentials to meet their needs. Listen – Only by listening will you be able to understand and therefore meet the local market needs. Chinese companies do not want to buy a product or service that has come straight off a shelf in the West. Relationships – Focus, but do not over-focus, on relationships. Any salesperson must be prepared to be ‘friends’ with a potential supplier. However, this is as well as, not instead of, the 4 Ps of the marketing mix. Be confident in your quality – Western companies start from a strong position, in that they are usually assumed to have excellent quality. Focus on the value you add, and be prepared to explain why you can add value in China specifically. Be methodical – One of the qualities that defines Western businesses is their methodical approach to doing business. It is clear that when this turns into a dogma about how business should be done, Chinese companies quickly lose interest in your offering. However, do not be afraid to highlight the methodical nature of your offering, as this is something that is valued by Chinese businesspeople and seen to be lacking in some Chinese businesses. Be flexible – Flexibility on issues such as product, service, payment terms and price is vital for success in the China market. Foreign companies should do their best to identify and meet Chinese customers’ real needs rather than assuming these needs mirror those of customers in the West.. Be prepared for plenty of negotiation – Any potential supplier should be prepared for plenty of negotiation when selling to Chinese businesses. It is almost inconceivable that first proposals will be accepted. Keep in mind the fact that buyers may be deliberately benchmarking suppliers, and always try to reserve sufficient margin for further price reductions at a later stage. Avoid exaggeration – Focusing on the credentials you have, rather than exaggerating to make up for perceived deficiencies. Above all, Chinese companies want to trust their suppliers.
- RenRen Sina Weibo WeChat TenCent
- RenRen Sina Weibo WeChat TenCent
- PPC – these guys own the inventory Use specialized landing pages Use visually arresting and creative
- Leverage awareness: Make your account a touchstone for your brand, and a landing place to say something about your product or service that entices users to find out more. Personalize your message: You can engage with your target audience on a one to one basis, answering individual queries, asking questions to determine their requirements and building a relationship in a less formal way. Make the most of the medium: Go on the subway in Shanghai or Beijing at rush hour, and you will see everyone peering into their phones, many of they exchanging messages on WeChat. Your customers have WeChat in the palms of their hands, so make sure you post your content at a time when they will be using their phones. Timing is everything: People use WeChat in real time, so it is a great way to respond to a customer immediately, and engage with them when they want to interact. Have a plan to always make sure your account is ‘manned’ so you don’t miss the opportunity to convert leads into customers. Bitesize is best: Sometimes, marketers in China have to consider very complicated proposals on technically complex topics, sometimes not even in their first language. Use WeChat as a way to put small, interesting snippits of information out about your brand. Connect your website: WeChat has a fairly robust backend – you can connect a mobile-friendly or responsive website to your WeChat channel. This means when you update some news or items on your main website, your WeChat is automatically updated as well. You can also develop simple HTML5 pages to make a more robust experience. Stay on brand: It is tempting to use the templates that come embedded in WeChat. Take the time to build your WeChat channel using your own brand’s look and feel. It’s worth it to stand out and keep your brand identity stront.