GroupM's China Digital Playbook - April 2014

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The speed with which the digital revolution rocked our worlds has been shocking. 76 percent of marketers surveyed by Adobe agreed that marketing has changed more in the last two years than in the past 50. As brand marketers, we were just figuring out social and e-commerce and then mobile hit and we had to start all over again.

We scrambled, letting the dizzying array of devices, jargon, and acronyms intimidate the hell out of us. We were on edge. With digital budgets nearly doubling each year in China, we felt like we were riding the tiger. We hit the panic button. We set up “digital divisions”, hired “digital people”, and charged our chief talent officers to write jargon-filled employment ads for outsider “digital pirates”. We hoped an influx of “digital people” would save us and our campaigns.

In 2014, however, the avalanche of digital change is beginning to abate a bit, making this the year to turn the corner on digital paranoia and begin to do really great work with a significant digital component. First, digital growth rates are coming back to earth. eMarketer forecasts digital growth rates in China will drop another 50% in 2014 and even drop into the single digits by 2017.

These rapidly dropping growth rates give brand marketers breathing room in 2014 to better align their budgets to match the shift of eyeballs to digital.

Second, smartphones and tablets are no longer “future” devices, but instead they have become a familiar and ordinary part of our everyday lives. Like our target demographics, we use smartphones and tablets on a daily basis, and better understand how to harness these platforms for effective brand communication.

Finally, as the digital dust settles, brand marketers are coming to realize that the core of advertising – great content delivered to audiences at scale – has not changed. The few so-called digital specialists we brought onboard are helping us to migrate great content and campaigns onto new platforms and measure results. We have learned, however, that great campaigns cannot be outsourced to “digital pirates”.

2014 is a year for brand marketers to realize the value of their work at the heart of advertising, and put themselves into the digital driver seat.

With the stage set to make 2014 the “catch up” year for digital in China, the aim of this “playbook” is to help brand marketers raise their digital IQs over the course of 2014 in sensible and measured ways. We have created a checklist of 8 “must-dos in digital for 2014” to be spaced out over the course of the year. The playbook can help brand marketers prioritize and become familiar with new tools and opportunities presented by digital, and to inspire and guide, rather than to overwhelm.

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GroupM's China Digital Playbook - April 2014

  1. 1. 2014 01 TABLE OF CONTENTS: 02 03 04 05 06 07 08
  2. 2. INTRODUCTION Turning the corner on “digital panic” and hitting digital stride in 2014 “The avalanche of digital change is beginning to abate, making this the year to do really great work with a significant digital component.” THE DAYS OF INSANE GROWTH IN DIGITAL AD SPENDING ARE BEHIND US
  3. 3. BE ALWAYS-ON IN “REAL TIME” BE ALWAYS-ON IN “REAL TIME”“Rather than run ‘campaigns’ in the old broadcast model, digital marketers must be always-on, producing content and driving interaction in real-time.” 01
  4. 4. BE ALWAYS-ON IN “REAL TIME” Marketers ranked “responding to customer interactions with sufficient speed and relevance” as the most critical factor in the future success of their marketing programs. - Forrester Feb 2014 01 CHINA LEADS THE WORLD IN SMARTPHONE ADOPTION – THE KEY DRIVER FOR “REAL-TIME” MARKETING
  5. 5. For marketers, moving into “real-time” means moving deeper into channels that are always on with consumers such as mobile, e-commerce, and social. REAL-TIME BIDDING IS GOBBLING UP NON-PROGRAMMATIC DISPLAY BUYS “Real-time” action item for 2014:
  6. 6. SPOTLIGHT CHINA’S POST-90 SGENERATION"Thinking and acting like China’s post-90s generation will help brands raise their Digital IQs." SPOTLIGHT CHINA’S POST-90S GENERATION02
  7. 7. “The post-90s generation ranks surfing the internet as the top way to spend free time.” RISING ONLINE STARS TO WATCH INCLUDE SHOPPING, FASHION, VIDEO, & TRAVEL POST-90S SNAPSHOTSPOTLIGHT CHINA’S POST-90S GENERATION02 HALF OF POST-90S MEDIA TIME IS ALREADY SPENT ONLINE AND THE NUMBERS CONTINUE TO RISE
  8. 8. CHINA POST-90S GENERATION CHARACTER TRAITS AS REVEALED BY KEYWORD VOTING Puma - Dance Dictionary 宅 自由 个性 敏感 时尚 叛逆 高调 早熟 情绪化 神经质
  9. 9. “Taking an inventory of 2013 online brand content and working to double the visual aspects in 2014 will drive impact.” VISUALIZE YOUR CONTENT VISUALIZE YOUR CONTENT03
  10. 10. VISUALIZE YOUR CONTENT03 VIDEO: THE MOST COMPELLING ONLINE FORMAT 2013 ONLINE VIDEO USERS TOPPED 428 MILLION Checklist for making 2014 the year to “visualize” brand content Online video as a percent of total digital spending among GroupM China clients has doubled from 17% in 2011 to 35% in 2013, a testament to the strength of video as the most compelling online format.
  11. 11. Minutemaid – Share 200 Days of Sunshine Snickers – Help the Hungry ECCO: Walk with Passion
  12. 12. GET AT LEAST 5% OF YOUR CHINA SALES ONLINE“Now is the time to strategize for the time when 50% of sales come via online channels.” GET AT LEAST 5% OF YOUR CHINA SALES ONLINE04
  13. 13. “The ROI endgame for digital marketing, e-commerce enables marketers to correlate their media investment with actual sales.” GET AT LEAST 5% OF YOUR CHINA SALES ONLINE04 “E-commerce suits the connected-ness and impatience of modern Chinese consumers.” DIGITAL BUYERS IN CHINA: EXPONENTIAL GROWTH ONLINE SHOPPPING RATES IN CHINA ARE MORE THAN DOUBLE GLOBAL PEERS
  14. 14. “A.T. Kearney recently ranked China as the most attractive e-commerce market in the world.” A SIGN OF THE TIMES: APPLE RECENTLY OPENED ITS OFFICIAL STORE ON TMALL
  15. 15. BRIDGE CONNECTIONS “As consumers jump more frequently between devices, brands can position themselves in the interstices, bridging physical-digital, TV-digital, and digital-digital device connections.” BRIDGE CONNECTIONS05
  16. 16. “By the end of 2014, most of China will be carrying a smartphone and looking at it over 100 times a day.” BRIDGE CONNECTIONS05 WEARABLE TECHNOLOGY DEVICE SALES IN CHINA, 2012-2016 MULTI-TASKING BECOMES STANDARD AS MEDIA FRAGMENTS AND DEVICES GO MOBILE What people do while using a tablet computer
  17. 17. NUMBER OF QR CODES GENERATED VS. SCANNED IN CHINA Starbucks – Product calendar
  18. 18. SOCIALIZING YOUR BUSINESS“2014 is the year for catch-up on missed opportunities in social by investing into WeChat – the future of social.” SOCIALIZE YOUR BUSINESS06
  19. 19. SOCIALIZE YOUR BUSINESS06 CHINA LEADS EVERY CATEGORY IN SOCIAL MEDIA INTERACTION/ACTIVITY RATES WECHAT & WEIBO LEAD CHINA SOCIAL PLATFORMS
  20. 20. Coca Cola – Wearable Movie Social Action Items
  21. 21. BUILD DATA ASSETS“Rather than just talk about ‘big data’, brands can centralize their first-party data into data management platforms (DMPs).” BUILD DATA ASSETS07
  22. 22. BUILD DATA ASSETS07 DATA ASSETS THAT ARE CRITICAL TO MARKETING EFFORTS
  23. 23. “Understand firsthand what the consumer journey is like on your brand sites across the various devices.” GET CROSS-SCREEN OPTIMIZED GET CROSS-SCREEN OPTIMIZED08
  24. 24. 67% CROSS-SCREEN HOUSECLEANING CHECKLIST 08 61% GET CROSS-SCREEN OPTIMIZED
  25. 25. “When it comes to budget planning, too many brands in China merely roll-over the previous year’s spending.” AFTERWORD RAISING DIGITAL IQS MARKETERS PUTTING FOCUS ON SOCIAL, MOBILE AND VISUAL TARGETING THE TOP TIERS
  26. 26. DISRUPTING YOUR BUDGET INTO DIGITAL WHAT AN AGGRESSIVE 2014 BUDGET MIGHT LOOK LIKE ALLOCATING SPEND WITHIN DIGITAL BRAND DOLLARS POUR INTO PRE-ROLL VIDEO ADS
  27. 27. “As brand marketers, we need to become digital-centric and every bit as passionate about the internet as our Chinese consumers.” CONCLUSION
  28. 28. GroupM Interaction, the digital arm of GroupM, the world’s #1 media investment management group, is a team of digital professionals who enable GroupM agencies (Maxus, MEC, MediaCom, Mindshare) to provide cutting-edge digital solutions and insight for branding and performance-based online marketing in China. For more information please contact: craig.watts@groupm.com

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