1. Omni-channel marketing is necessary for brands in China due to the collision of e-commerce and brand building in the large Chinese market where consumers make frequent online purchases but are also developing brand loyalty.
2. The consumer segment targeted by omni-channel marketing includes Chinese millennials who favor experiences that allow self-expression and trust recommendations from friends over brands. They are also strong influencers of friends and family and take actions offline based on what they read online.
3. Designing brand experiences for omni-channel marketing should leverage big data insights about millennial social and spending habits to drive social e-commerce and make social content a key factor in brand preference and buying decisions.
The document summarizes a study of luxury auto brands' presence on social media. It finds that Porsche and BMW have the strongest social media presence, while Japanese brands are largely absent. It provides rankings of brands and analysis of what consumers discuss. It concludes with recommendations for luxury brands to better engage consumers through social platforms like Twitter, Facebook, YouTube and Flickr.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
China Business Summit in Auckland, 2016Independant
1. The document discusses how digital disruption is impacting commerce in China. Key trends include e-commerce converging with digital marketing to become branding channels, and online domestic consumption driving purchases like travel despite declines in the traditional economy.
2. Local brands are finding more success than foreign brands in retail by grasping e-commerce and alternative offline channels better. E-commerce is growing, especially for lower-tier cities through digital enablement and targeting increasing consumption.
3. WeChat plays a dominant role in Chinese social media and e-commerce through driving online to offline engagement and social commerce features like sharing, discounts and loyalty programs.
1. Digital disruption in China is being driven by the growing influence of e-commerce and online shopping. Millennials are emerging as an important consumer segment shaping brands and retail in China.
2. E-commerce is becoming more integrated with offline retail as top sites grow into media platforms, while social media like WeChat is driving social commerce. Younger consumers are fueling domestic consumption, especially through online purchases.
3. Local brands have adapted well to e-commerce and alternative offline channels, gaining share from some foreign brands. While traditional retail is declining, digital is powering new economic growth and opportunities in services, especially for lower-tier cities.
Digital technology is transforming the luxury goods industry. Nearly 60% of luxury sales are now digitally influenced, as consumers research and shop for luxury brands online. Younger consumers especially expect seamless omnichannel experiences from brands across physical and digital channels. To attract new customers and drive growth, luxury brands must adopt a digital mindset and strategy that integrates digital technologies throughout their business, from marketing to customer insights to distribution.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
This document analyzes influencer marketing strategies in the fashion industry based on data from Traackr, an influencer marketing platform. Some key findings:
- Activewear brands like Nike and Adidas perform best, ranking #1 and #2 in VIT across markets. Nike's success is partly due to activating influencers across all tiers, not just VIPs.
- Fast fashion brands like ASOS and Zara also perform well, ranking high in the UK and France. Contemporary brands struggling the most, with none in the top 10 of any market.
- Nano and micro influencers have the highest engagement rates overall. Top-tier influencers have higher than average ERs for
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
The document summarizes a study of luxury auto brands' presence on social media. It finds that Porsche and BMW have the strongest social media presence, while Japanese brands are largely absent. It provides rankings of brands and analysis of what consumers discuss. It concludes with recommendations for luxury brands to better engage consumers through social platforms like Twitter, Facebook, YouTube and Flickr.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
China Business Summit in Auckland, 2016Independant
1. The document discusses how digital disruption is impacting commerce in China. Key trends include e-commerce converging with digital marketing to become branding channels, and online domestic consumption driving purchases like travel despite declines in the traditional economy.
2. Local brands are finding more success than foreign brands in retail by grasping e-commerce and alternative offline channels better. E-commerce is growing, especially for lower-tier cities through digital enablement and targeting increasing consumption.
3. WeChat plays a dominant role in Chinese social media and e-commerce through driving online to offline engagement and social commerce features like sharing, discounts and loyalty programs.
1. Digital disruption in China is being driven by the growing influence of e-commerce and online shopping. Millennials are emerging as an important consumer segment shaping brands and retail in China.
2. E-commerce is becoming more integrated with offline retail as top sites grow into media platforms, while social media like WeChat is driving social commerce. Younger consumers are fueling domestic consumption, especially through online purchases.
3. Local brands have adapted well to e-commerce and alternative offline channels, gaining share from some foreign brands. While traditional retail is declining, digital is powering new economic growth and opportunities in services, especially for lower-tier cities.
Digital technology is transforming the luxury goods industry. Nearly 60% of luxury sales are now digitally influenced, as consumers research and shop for luxury brands online. Younger consumers especially expect seamless omnichannel experiences from brands across physical and digital channels. To attract new customers and drive growth, luxury brands must adopt a digital mindset and strategy that integrates digital technologies throughout their business, from marketing to customer insights to distribution.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
This document analyzes influencer marketing strategies in the fashion industry based on data from Traackr, an influencer marketing platform. Some key findings:
- Activewear brands like Nike and Adidas perform best, ranking #1 and #2 in VIT across markets. Nike's success is partly due to activating influencers across all tiers, not just VIPs.
- Fast fashion brands like ASOS and Zara also perform well, ranking high in the UK and France. Contemporary brands struggling the most, with none in the top 10 of any market.
- Nano and micro influencers have the highest engagement rates overall. Top-tier influencers have higher than average ERs for
The complete Building An FMCG Social Brand whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
Private Label Clothing Brands in China | Daxue Consulting Daxue Consulting
China’s apparel market remains one of the fastest growing markets in the world, and the rise of e-commerce as well as fast fashion have further encouraged its growth.
As the quality in China’s apparel industry varies greatly, private label brands may be the solution addressing a growing consumer segment in the market.
Nielsen provides data and insights to help clients understand consumers and markets. In this document, Nielsen discusses recent economic and consumer trends in Asia Pacific markets including Vietnam. Vietnam has seen strong economic growth recently, driven by urbanization and a growing workforce. While traditional trade still dominates in Vietnam, modern trade channels are growing rapidly. FMCG growth has slowed slightly in Vietnam in the first half of 2018 compared to the previous year. Nielsen advises companies to focus on understanding evolving consumer needs and executing well to take advantage of opportunities in Vietnam.
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
Luxury brands have had to rapidly adapt to changing consumer behaviors and the rise of ecommerce due to COVID-19. Online luxury sales nearly doubled in 2020, and the online channel now influences 85% of luxury transactions globally. Younger consumers, especially Millennials and Gen Z, are increasingly demanding more sustainable and digitally connected luxury experiences. Luxury brands must provide accessibility online, on social media, and in physical stores to remain relevant in the future.
Understanding how US online shoppers are reshaping the retail experienceЮниВеб
Multichannel shopping is a major force reshaping retail as consumers lead the way in demanding excellence across channels. Key findings:
- 72% of US online shoppers consider themselves experts, shopping across 10+ categories on average.
- Convenience is the top reason for online shopping (28%), followed by reasonable prices and free delivery.
- Retailers are lagging behind consumers' sophistication and must improve digital offerings, store experiences, and consistency across channels.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
Top 5 Trends For CPG & Retail Industry 2015ITC Infotech
With the CPG & Retail industry gaining fast grounds into an increasingly global market place, businesses are demanding a blend of Strategic Consulting, Operational Consulting and Value Realization through flawless
execution. Glocalisation – phenomenon of the modernized world – has a profound effect in the CPG & Retail industry and has created unprecedented challenges such as, maintaining consistency in customer experience, optimizing supply chains in emerging markets and devising
methods for developing new products more efficiently. We believe that in order to help the industry gear up for success and be future-ready, consulting firms will have to seamlessly blend industry & domain expertise
with management consulting skills, bringing unique capabilities to discover and resolve business concerns of the day.
China's ecommerce market is growing rapidly, particularly in smaller cities, with online sales expected to reach nearly 30% of all retail sales by 2018. Mobile commerce is also rising quickly, with over 90% of online transactions occurring through marketplaces like Taobao and Tmall, which are dominated by Alibaba. Cross-border ecommerce from overseas sellers into China is also increasing as Chinese consumers demand more imported products and spend more on foreign brands.
[Netcore] Ecommerce personalization benchmark report 2021Duy, Vo Hoang
[Netcore] Ecommerce personalization benchmark report 2021
A research study of 200 retailers and 600 consumers
An overwhelming 91% of shoppers would abandon an online retailer over a poor shopping experience. Many say it is crucial for retailers to personalize the experience to fit their preferences.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
樂You probably know about the N°1 e-commerce festival in China: 11.11, but do you know about the second largest?
It's 618 (June 18th), here are a few insights, and if you interested in a full report about this year festival, let me know in the comments ⬇
618 campaign in China was initially launched by Jingdong for its anniversary in 2010. Every June is the anniversary month of JD; and, the promotion and discount reach a peak on 18 June.
This year, besides traditional e-commerce players represented by Tmall and JD, Douyin and Kuaishou, the top2 short video platforms, also joined the game.
螺 Over 578 billion yuan of total GMV on Tmall, JD, and PDD, with 250,000 brands participating (x 2.5 more than last year)
️On Douyin, the post-00s accounted for the largest number of new users during the 618 promotion period, with a year-on-year increase of 392.1%. Young consumers’ emergence prompts brands and platforms to adjust their marketing strategies like using virtual influencers
Consumers' demand for improving the quality of life is increasing, and they are more and more accustomed to getting premium, imported, personalized, and diversified products/services on e-commerce platforms.
#china #chinamarketing #chinatrends #chinabusiness #chinaecommerce #ecommercemarketing #digitalcampaigns #digitalmarketing #jd #tmall #618 #douyin #kuaishou #ecommerce
The document discusses challenges facing Canadian retailers in creating personalized customer experiences. It outlines that Canadian shoppers now expect seamless omni-channel experiences but many retailers struggle to understand customers and integrate channels. The report advocates that retailers must refocus on customers by analyzing their shopping journeys and using insights from engagement to improve loyalty programs and personalization.
integrated marketing communication or communicating valueTODAYHIGHLIGHTS
This document discusses marketing communications and developing effective communications. It defines marketing communications and provides examples of how integrated marketing helped the success of a Bollywood film. It then discusses the marketing communications mix, including different communication channels. The document outlines models for the communications process, including the macro and micro models. It emphasizes identifying the target audience and setting objectives. It also provides guidance on designing communications, selecting communication channels, and measuring results. Finally, it discusses integrated marketing communication and the importance of coordination across channels.
This document summarizes the 2014 Brand Footprint Report, which ranks the 50 most chosen consumer brands globally. Some key findings include:
- Coca-Cola remains the #1 brand globally with 5.8 billion consumer reach points. Local brands are growing faster than global brands on average.
- Total consumer reach points for the top brands grew only 1.7% versus population growth, showing potential for brands to attract more shoppers.
- Four rules for brands to increase footprint are: focus on local strength; respond rapidly to trends; innovate to meet new needs; and create engaging conversations across channels.
- Brands that attracted the most new shoppers in the past year executed creative multi
The document summarizes key findings from a global survey of nearly 23,000 online shoppers conducted by PwC on consumer shopping behaviors and retail trends. Some of the main points from the summary are:
1) Chinese consumers are early adopters of new shopping behaviors like mobile commerce and provide insight into future global trends. What is popular in China now will become more widespread globally in the coming years.
2) While consumers prioritize value, price remains very important across all income levels and countries. However, value also incorporates intangibles like convenience and trust in addition to just price.
3) Affordability is a major driver of shopping decisions due to slow global economic growth. Consumers are
Sell to China - Your Complete Category HandbookAzoya
Chinese consumers’ rising needs for overseas products have provided overseas retailers with a wealth of opportunities. However, these opportunities are not evenly distributed among all categories. Some categories are more popular; some are easier to operate; some need to be given extra attention.
This whitepaper takes a deep dive into different categories that are popular among Chinese cross-border online shoppers. Suggestions about marketing, merchandising, logistics and operation will be given based on different categories. You can't miss this all-encompassing handbook!
E-contest 2020 is a citywide competition hosted by YEC Club, attracted more than 300 participating teams. This season provides the theme of trade marketing.
After 3 rounds, our team of 3 members has to propose a trade marketing plan for developing Oreo's sale channels to gain more market share.
Looking forward to receiving your feedback.
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
Epsilon China Consumer Experience Report 2015Jeffrey Evans
Epsilon powers business results for the world’s leading marketers, using customer intelligence to ignite connections between brands and customers with solutions that integrate rich data, engaging creativity and robust technologies. Each year we conduct proprietary consumer research across China to gain customer perspectives on topics that matter to brands. In this year’s study, we sought to explore Chinese consumer experience: the connections with brands they value the most, and the impact of those connections on purchase behaviors. We looked at how Chinese consumers engage with brands, with an eye toward helping brands build and benefit from positive consumer experiences. Covering clothing, grocery, financial services, travel, luxury, restaurant, eCommerce, appliance, food and beverage, and consumer product sectors, Epsilon’s research examined in depth how China’s consumers engage with brands across numerous touchpoints and channels.
Digital marketing is the marketing of products or services using digital technologies on the internet and mobile devices. It has grown significantly since the 1990s as digital platforms are increasingly used for marketing plans and in everyday life. Common forms of digital marketing include SEO, SEM, social media marketing, and email marketing. It allows for two-way communication between brands and customers and more effective targeted advertising. Brands can use digital marketing to increase brand awareness, create competitive advantage, and engage customers at a lower cost than traditional marketing methods.
Go-to browsing channels vary
*(38%) start on Amazon
* (35%) search engines
* (21%) brand or retaile web sites
* (6%) e-Commerce marketplaces, such as eBay and Etsy
Private Label Clothing Brands in China | Daxue Consulting Daxue Consulting
China’s apparel market remains one of the fastest growing markets in the world, and the rise of e-commerce as well as fast fashion have further encouraged its growth.
As the quality in China’s apparel industry varies greatly, private label brands may be the solution addressing a growing consumer segment in the market.
Nielsen provides data and insights to help clients understand consumers and markets. In this document, Nielsen discusses recent economic and consumer trends in Asia Pacific markets including Vietnam. Vietnam has seen strong economic growth recently, driven by urbanization and a growing workforce. While traditional trade still dominates in Vietnam, modern trade channels are growing rapidly. FMCG growth has slowed slightly in Vietnam in the first half of 2018 compared to the previous year. Nielsen advises companies to focus on understanding evolving consumer needs and executing well to take advantage of opportunities in Vietnam.
Most consumers are open to sharing, communicating and contributing
directly with manufacturers; indeed, this is rapidly becoming an
expectation. Brands have an open platform to do so through digital and
mobile channels and can no longer afford to be one step removed from
the consumer. The journey is just beginning, and it’s anyone’s game.
Luxury brands have had to rapidly adapt to changing consumer behaviors and the rise of ecommerce due to COVID-19. Online luxury sales nearly doubled in 2020, and the online channel now influences 85% of luxury transactions globally. Younger consumers, especially Millennials and Gen Z, are increasingly demanding more sustainable and digitally connected luxury experiences. Luxury brands must provide accessibility online, on social media, and in physical stores to remain relevant in the future.
Understanding how US online shoppers are reshaping the retail experienceЮниВеб
Multichannel shopping is a major force reshaping retail as consumers lead the way in demanding excellence across channels. Key findings:
- 72% of US online shoppers consider themselves experts, shopping across 10+ categories on average.
- Convenience is the top reason for online shopping (28%), followed by reasonable prices and free delivery.
- Retailers are lagging behind consumers' sophistication and must improve digital offerings, store experiences, and consistency across channels.
China’s rise as a global leader in ecommerce has been nothing less than stunning. This year, online retail sales are expected to swell to $1.5 trillion, representing a quarter of China’s total retail
sales volume, and more than the retail sales of the ten next largest markets in the world – combined.
GroupM’s The Great Shift 2020 details the shift caused by the pandemic in four major sectors (Auto, CPG & E-comm, Telecom and Financial Services) and another (Entertainment) where the industry has gone through significant change and, as a result, we must alter the way we think of them as sources of inventory.
Top 5 Trends For CPG & Retail Industry 2015ITC Infotech
With the CPG & Retail industry gaining fast grounds into an increasingly global market place, businesses are demanding a blend of Strategic Consulting, Operational Consulting and Value Realization through flawless
execution. Glocalisation – phenomenon of the modernized world – has a profound effect in the CPG & Retail industry and has created unprecedented challenges such as, maintaining consistency in customer experience, optimizing supply chains in emerging markets and devising
methods for developing new products more efficiently. We believe that in order to help the industry gear up for success and be future-ready, consulting firms will have to seamlessly blend industry & domain expertise
with management consulting skills, bringing unique capabilities to discover and resolve business concerns of the day.
China's ecommerce market is growing rapidly, particularly in smaller cities, with online sales expected to reach nearly 30% of all retail sales by 2018. Mobile commerce is also rising quickly, with over 90% of online transactions occurring through marketplaces like Taobao and Tmall, which are dominated by Alibaba. Cross-border ecommerce from overseas sellers into China is also increasing as Chinese consumers demand more imported products and spend more on foreign brands.
[Netcore] Ecommerce personalization benchmark report 2021Duy, Vo Hoang
[Netcore] Ecommerce personalization benchmark report 2021
A research study of 200 retailers and 600 consumers
An overwhelming 91% of shoppers would abandon an online retailer over a poor shopping experience. Many say it is crucial for retailers to personalize the experience to fit their preferences.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
樂You probably know about the N°1 e-commerce festival in China: 11.11, but do you know about the second largest?
It's 618 (June 18th), here are a few insights, and if you interested in a full report about this year festival, let me know in the comments ⬇
618 campaign in China was initially launched by Jingdong for its anniversary in 2010. Every June is the anniversary month of JD; and, the promotion and discount reach a peak on 18 June.
This year, besides traditional e-commerce players represented by Tmall and JD, Douyin and Kuaishou, the top2 short video platforms, also joined the game.
螺 Over 578 billion yuan of total GMV on Tmall, JD, and PDD, with 250,000 brands participating (x 2.5 more than last year)
️On Douyin, the post-00s accounted for the largest number of new users during the 618 promotion period, with a year-on-year increase of 392.1%. Young consumers’ emergence prompts brands and platforms to adjust their marketing strategies like using virtual influencers
Consumers' demand for improving the quality of life is increasing, and they are more and more accustomed to getting premium, imported, personalized, and diversified products/services on e-commerce platforms.
#china #chinamarketing #chinatrends #chinabusiness #chinaecommerce #ecommercemarketing #digitalcampaigns #digitalmarketing #jd #tmall #618 #douyin #kuaishou #ecommerce
The document discusses challenges facing Canadian retailers in creating personalized customer experiences. It outlines that Canadian shoppers now expect seamless omni-channel experiences but many retailers struggle to understand customers and integrate channels. The report advocates that retailers must refocus on customers by analyzing their shopping journeys and using insights from engagement to improve loyalty programs and personalization.
integrated marketing communication or communicating valueTODAYHIGHLIGHTS
This document discusses marketing communications and developing effective communications. It defines marketing communications and provides examples of how integrated marketing helped the success of a Bollywood film. It then discusses the marketing communications mix, including different communication channels. The document outlines models for the communications process, including the macro and micro models. It emphasizes identifying the target audience and setting objectives. It also provides guidance on designing communications, selecting communication channels, and measuring results. Finally, it discusses integrated marketing communication and the importance of coordination across channels.
This document summarizes the 2014 Brand Footprint Report, which ranks the 50 most chosen consumer brands globally. Some key findings include:
- Coca-Cola remains the #1 brand globally with 5.8 billion consumer reach points. Local brands are growing faster than global brands on average.
- Total consumer reach points for the top brands grew only 1.7% versus population growth, showing potential for brands to attract more shoppers.
- Four rules for brands to increase footprint are: focus on local strength; respond rapidly to trends; innovate to meet new needs; and create engaging conversations across channels.
- Brands that attracted the most new shoppers in the past year executed creative multi
The document summarizes key findings from a global survey of nearly 23,000 online shoppers conducted by PwC on consumer shopping behaviors and retail trends. Some of the main points from the summary are:
1) Chinese consumers are early adopters of new shopping behaviors like mobile commerce and provide insight into future global trends. What is popular in China now will become more widespread globally in the coming years.
2) While consumers prioritize value, price remains very important across all income levels and countries. However, value also incorporates intangibles like convenience and trust in addition to just price.
3) Affordability is a major driver of shopping decisions due to slow global economic growth. Consumers are
Sell to China - Your Complete Category HandbookAzoya
Chinese consumers’ rising needs for overseas products have provided overseas retailers with a wealth of opportunities. However, these opportunities are not evenly distributed among all categories. Some categories are more popular; some are easier to operate; some need to be given extra attention.
This whitepaper takes a deep dive into different categories that are popular among Chinese cross-border online shoppers. Suggestions about marketing, merchandising, logistics and operation will be given based on different categories. You can't miss this all-encompassing handbook!
E-contest 2020 is a citywide competition hosted by YEC Club, attracted more than 300 participating teams. This season provides the theme of trade marketing.
After 3 rounds, our team of 3 members has to propose a trade marketing plan for developing Oreo's sale channels to gain more market share.
Looking forward to receiving your feedback.
Why Omnichannel Success Starts with Customer Empathy
RIS News and Cognizant examine the likes and dislikes of 5,300 shoppers to help retailers prioritize investments that range from in-store and online interactions to omnichannel integration and flexible fulfillment. The study finds gaps where retailers are underutilizing their capabilities and uncovers practical tips and methods to close them.
Epsilon China Consumer Experience Report 2015Jeffrey Evans
Epsilon powers business results for the world’s leading marketers, using customer intelligence to ignite connections between brands and customers with solutions that integrate rich data, engaging creativity and robust technologies. Each year we conduct proprietary consumer research across China to gain customer perspectives on topics that matter to brands. In this year’s study, we sought to explore Chinese consumer experience: the connections with brands they value the most, and the impact of those connections on purchase behaviors. We looked at how Chinese consumers engage with brands, with an eye toward helping brands build and benefit from positive consumer experiences. Covering clothing, grocery, financial services, travel, luxury, restaurant, eCommerce, appliance, food and beverage, and consumer product sectors, Epsilon’s research examined in depth how China’s consumers engage with brands across numerous touchpoints and channels.
Digital marketing is the marketing of products or services using digital technologies on the internet and mobile devices. It has grown significantly since the 1990s as digital platforms are increasingly used for marketing plans and in everyday life. Common forms of digital marketing include SEO, SEM, social media marketing, and email marketing. It allows for two-way communication between brands and customers and more effective targeted advertising. Brands can use digital marketing to increase brand awareness, create competitive advantage, and engage customers at a lower cost than traditional marketing methods.
How can businesses keep up with the rapidly growing Chinese economy while at the same time conquering the rest of the Asian market? This white paper explores customer support as the solution that bridges companies to Chinese-speaking customers.
The study summarizes findings from a survey of over 5,300 shoppers in North America, Europe, and China about their shopping preferences and behaviors. Key findings include:
1. Mobility is an important channel, but retailers have not fully leveraged its potential. Less than half of shoppers are satisfied with retail mobile experiences.
2. Shoppers are active on social media for their own use but most purchases are not influenced by social media.
3. Shoppers want personalized experiences but have privacy concerns. Most retailers have not earned shoppers' trust with data.
4. "Buy online, pickup in store" is popular but retailers often fail with execution, with 49% reporting service issues
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
This document contains summaries of presentations by 6 marketing professionals on various marketing topics:
1) Sunil Pillai on new trends in consumer business and omni-channel retail
2) Manasa N on green marketing and her role coordinating the marketing team
3) Krishanu Bhattacharyya on research trends in marketing
4) Sanjay Yadav on traditional vs digital marketing
5) Nayaz Ahmed on forces driving change in marketing
6) Archana M S on traditional vs digital marketing
Xu hướng, hành vi tiêu dùng của người tiêu dùng Việt Nam năm 2019.
Cẩm nang cung cấp cho bạn một nghiên cứu toàn diện về thị trường, xu hướng, phân khúc, sản phẩm và giúp bạn đưa ra hướng đầu tư đúng đắn. Cho dù đó là xây dựng thương hiệu, tiếp thị qua phương tiện truyền thông xã hội, thúc đẩy trải nghiệm khách hàng dựa trên dữ liệu, giải quyết các mối quan tâm về quyền riêng tư hoặc pha trộn ngoại tuyến với Thương mại điện tử, cẩm nang phiên bản thứ tư này nêu bật cách các nhà sản xuất và nhà bán lẻ nên suy nghĩ, đưa ra quyết định.
The document discusses several macro forces that could unlock future growth for FMCG brands in Vietnam. It notes that Vietnam's population is aging rapidly, creating opportunities for brands to meet the needs of senior consumers focused on health and well-being. Millennials also still represent important opportunities for brands. Additionally, the rising generation of "centennials" will become an influential group for FMCG brands to target. Successful brands will understand these shifting demographic trends and segment their strategies appropriately to find new sources of growth among different consumer groups.
In "Social Insights: The CPG Industry", we dive into the trends shaping the CPG industry. The report addresses the following questions: what is driving this pressure in the industry, what are the goals of leading CPG companies going forward, and where does social media intelligence fit?
- How the retail industry and changing consumer preferences affect CPG markets
- The unique concerns of CPG brands approaching data-driven strategies
- Three main ways CPG companies leverage social data to enhance their businesses.
The growth of eCommerce: does it impact brand strategy?Nurun
The growth of eCommerce is changing brand strategies in several ways. Consumer expectations are evolving as people now research products online and read reviews from other consumers before purchasing. Brands must be present across online and offline channels to understand the entire customer journey. An eCommerce strategy should go beyond just online sales and consider how the brand engages with customers at all touchpoints. To achieve growth objectives, brands need to continuously innovate, enhance their online content and experiences, and invest in new technologies.
The document discusses how brands have lost control over their messaging as customers now have more ways to directly interact with and discuss brands through social media. It argues marketers must embrace this change and find ways to empower brand advocates and influence discussions in a positive way rather than trying to directly control conversations. Examples are given of companies like Ace Hardware and Procter & Gamble that have found success by allowing more customer input and responding transparently in real time on social media.
What does it take for brands to go digital. Same but different Value Partners
This document discusses what it takes for brands to succeed with digital transformation. It argues that brands need to take a consumer-centric approach and integrate their online and offline presences. The document outlines key elements brands should consider, including gaining consumer insights, designing products/services based on insights, engaging consumers across channels, activating purchases both online and offline, evaluating digital investments, and organizing company structures to support a multi-channel strategy. Successful brands are adapting to changing consumer behaviors by meeting customers wherever they are - both online and offline.
How the consumer shift to online media channels is changing the marketing mix.
(All research is cited. Special shout out to Hubspot and Aberdeen Group, both great resources on the subject matter).
This document discusses e-commerce trends in packaged goods (FMCG) globally and by region. It finds that while e-commerce is growing steadily overall, rates of adoption vary significantly between countries. Asia has seen the most rapid adoption, led by South Korea where nearly 100% of younger consumers shop online and e-commerce accounts for 16.6% of FMCG sales. China also has very high rates of online shopping. In contrast, e-commerce remains less developed in the US and Latin America. The document examines factors driving different levels of online shopping adoption around the world and predicts that e-commerce will account for 9% of global FMCG sales by 2025.
New horizons in Retail by Patryk Powierża.pdfpatryk48
The document discusses several trends impacting the future of retail, including:
1. The rise of online shopping and phygital experiences that blend physical and digital. While e-commerce grew during the pandemic, physical stores still provide value for customer acquisition and sales.
2. Influencers and creators are becoming the new "flagships" as people increasingly turn to social media for shopping recommendations and discovery.
3. New entrants like Amazon, Walmart, TikTok, and others are disrupting the digital ad market and challenging the Google/Meta duopoly. Retail media is a growing new battlefield.
4. Automation technology is becoming more advanced and affordable, with robots taking
New horizons in Retail by Patryk Powierża.pdfpatryk48
The document discusses several new horizons in retail, including the rise of online shopping and phygital experiences, changing flagship store models, the growing retail media landscape, and increasing automation. It notes that the pandemic accelerated e-commerce growth while physical stores still provide value when integrated digitally. Influencers are emerging as new "flagship" retailers through social commerce. Meanwhile, retail media is becoming more competitive as Amazon, Walmart, and other retailers grow their advertising businesses and challenge Google/Meta dominance. Automation is also expanding through technologies like robotic shopping assistants, couriers, and warehouse workers.
This document summarizes 8 emerging marketing trends for 2014 based on insights from industry experts. It identifies opportunities in the following areas: 1) Consumers increasingly connecting with video, with investment in video advertising set to increase significantly. 2) Retailers benefiting from social and mobile strategies to drive both online and in-store sales. 3) Shifts in how people find and share news, with social media like Facebook becoming a major source of news sharing. 4) Brands evolving as media creators and owners, producing their own content to engage audiences across channels. The document provides insights and statistics to support trends in each of these key areas.
Key differences between Chinese & UK digital landscape.
What influences Chinese to buy?
Top 5 tips to market your brands to inbound Chinese including leverage Social Media Marketing.
Case studies
Capgemini has been tracking consumer shopping since 2002, gathering insights into the changing patterns of purchasing behavior from traditional high-street to multi-channel shopping.
Our most recent research - the Digital Shopper Relevancy Report 2014 - surveyed more than 18,000 digital shoppers from 18 countries.
Read the report to find out the role and use of digital channels (and devices), across the consumer purchasing journey today and in the future.
Similar to Omnichannel marketing 4th summit 2014 (20)
Kestrel CV & portfolio for Digital Consulting, Strategy, social media & e-com...Independant
This document provides details about Kestrel Lee, an executive creative director based in Shanghai and Singapore. It outlines his 20 years of experience in digital marketing, social media, e-commerce and integrated campaigns. He has led campaigns for global brands across various sectors and won almost 100 digital and integrated awards. The document promotes his expertise in areas like social commerce, video advertising and mobile marketing. It also includes testimonials and links to his profile and case studies.
Nintendo game watch Mickey and Donald shipper of 8Independant
This document discusses a shipper serial number that starts with 334 and 8 games with serial numbers starting with only 33 and 34, indicating they have the same origin.
Kestrel Lee - Executive Creative Director: work portfolioIndependant
Kestrel Lee is an executive creative director based in Shanghai specializing in integrated and digital marketing. With over 17 years of experience in Asia, he has led digital, social media, and integrated campaigns for global brands across industries. He has won over 100 awards for his work and is a sought-after speaker at digital conferences.
If you buy 2 boxed games, I will give you a 25 Euros discount. 3 boxed games = 45 Euros discount. 4 boxed games = 70 Euros discount. 5 boxed games = 100 Euros discount.
Pocketsize Nintendo game and watch for sale 2017Independant
The document lists prices for rare boxed pocketsize games from 315-450 Euros including shipping by FEDEX air courier with online tracking for 3-day delivery. The condition of the games, boxes, and foam range from like new to used condition. Rare boxed pocketsize Spitball Sparky is listed at 450 Euros in like new condition while the other games including Popeye, Donkey Kong, Blackjack, and Donkey Kong 2 are 315-325 Euros and are in used condition.
The document describes the condition of multiple parachute games and their boxes. It notes that shipper box 4 has little shelf wear except for a rip on one flap. The individual games and accessories are described as brand new and unused, with some boxes having slight shelfwear. Pictures are recommended to see the condition of each item.
Pocketsize mickey and donald manhole mickey mouse mcfIndependant
The document describes the sale of several vintage Nintendo Game & Watch systems, including a Pocketsize Mickey & Donald for 700 GBP/950 Euros and a Pocketsize Manhole for 659 GBP/890 Euros. Both listings mention that the games and accessories are in near mint condition and include free shipping via FedEx with online tracking. A brand new Mickey & Donald system sells for $2000 on eBay.
The document lists various Nintendo Game & Watch games for sale, including their condition and price. The seller is located in Singapore and offers international shipping via FEDEX. Games range in condition from brand new to used but include original packaging, manuals, and batteries. Prices listed are in Euros and range from 105 to 1099 Euros for a package deal of 8 games.
Kestrel Lee, located in Singapore, is selling various vintage video games and accessories. Items listed for sale include a YM901 F1 game that has been sold, a brand new Flagman that was traded to a collector, and various rare boxed games watches from brands like Mego Corp and CGL. The document also provides pricing and condition details for games like Super Mario Bros Crystal, Snoopy Tennis, Mickey & Donald, and Bombsweeper that are available for purchase. Interested buyers are instructed to email or message for additional details.
The document lists various vintage electronic games for sale from a seller in Singapore, including 10 Casio Western Bar games for 150 Euros each or 1700 Euros for all 10, two Gakken Trojan Horse games and two Gakken Tower Rescue games each for 55 Euros, a boxed Rainshower game for 360 Euros, and a new pocketsize Donkey Kong game for 450 Euros with free worldwide shipping. The condition of the items ranges from brand new to good used condition.
The document appears to be listings for various pocket-sized retro video games for sale or trade, including Mickey Mouse, Donkey Kong, Pinball, and Donkey Kong Junior. The condition of each game and packaging is described, with many noted to be in near mint, very good, or good condition with minimal wear. The seller seems willing to include some games as throw-ins for other trades.
This document lists several used video games for sale, including a Pocketsize Donkey Kong for 450 Euros with free FedEx shipping that has faint scratches but complete paperwork. A mint condition version of the same game in its original box is also listed for 690 Euros with free international air shipping. Additionally, a mint condition Donkey Kong 2 game with all original accessories and a box in good condition is available for 169 Euros with free FedEx shipping.
Parachute shipper 3 10 nos game & watchIndependant
The document describes a Parachute shipper box containing 10 new Parachute games with serial numbers following consecutively. The shipper and Parachute boxes have very minor shelf wear. Multiple repetitions state the box condition and direct the reader to refer to accompanying pictures.
Parachute shipper 1 10 nos game & watchIndependant
The document contains repeated messages from "Parachute shipper1" stating that a shipper box and Parachute box for sale have very minor shelf wear and directing the reader to view pictures for details.
Kestrel's bio as an ecommerce, digital & social media speakerIndependant
Kestrel Lee is the Executive Creative Director for George P Johnson, Greater China, focusing on digital, mobile and integrated marketing. He has 15 years of experience in leading integrated, social media and digital campaigns in Asia, winning over 100 awards for global brands in China and Asia such as Mars, adidas, Martell VSOP, HP etc. Besides advising L’Oreal Asia Pacific and Unilever on digital matters, he is also an invited correspondent with Thoughtful China, Shanghai Business Bureau and China AdSmack on ecommerce, omni-channel marketing and big data. For more details, visit: http://sg.linkedin.com/in/kestrellee
The document appears to be listing various vintage games for sale. It describes a rare second edition English version of the board game Flagman for 595 Euros. The game and components are in near mint condition, but the box has lost its side clasps. It also lists a Fire Widescreen video game for 390 Euros that is brand new in box, and a Mickey Mouse Widescreen game for 290 Euros where the game contents are mint but the box has some shelf wear and is 9/10 condition. All listings include free shipping.
Game & watch for sale in Mar - prices negotiableIndependant
The document lists several vintage board games and their prices for sale. It describes the condition of each game's components, including boxes, instructions, foam inserts, and the games themselves. Conditions range from near mint to good. Most items are located in Singapore and shipping is available.
Game & watch for sale - prices negotiableIndependant
The document describes several rare and vintage games for sale, including a Boxed Flagman rare English second edition for 595 Euros. The game and paperwork are near mint condition, but the box has lost its side clasps. A Fire Widescreen game sold for 390 Euros with the game, box, batteries and accessories in brand new mint condition. A Mickey Mouse Widescreen is listed at 290 Euros, with the game components mint but the box showing some shelf wear. All items are described as having free shipping.
The document describes mint condition Nintendo games for sale, including NOA Crab Grab and multiple listings of NOA Spitball Sparky. The games are in their original boxes with all instructions and accessories, looking brand new without scratches, in the rare state of having their original receipts as well.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already have a condition.
How to Generate Add to Calendar Link using Cal.etY
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
This document was submitted as part of interview process for Marketing Specialist position at DTA Promotion, an Indonesian company which offers 360 degree marketing services, including ATL and BTL advertising platform.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Advertising and Promotion of whisper by Sakthi Sundarsakthisundar2001
This presentation is an invaluable resource for marketing professionals, students, and anyone interested in understanding the dynamics of effective advertising and promotion in the feminine hygiene sector. Explore how Whisper maintains its brand leadership and continues to innovate in a competitive market.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
What is Digital Marketing: A Comprehensive GuideV-tech Marketing
Digital technologies have transformed marketing. Traditional methods like print and TV ads are giving way to digital strategies, reshaping how brands connect with consumers online. Welcome to the era of digital marketing, where engagement in the digital realm is key. Let's delve into what digital marketing entails in our interconnected world.
Top 10 AI Trends to Watch in 2024 with Intelisyncnehapardhi711
As we advance further into the digital age, artificial intelligence (AI) continues to evolve, shaping various industries and aspects of our daily lives. The advancements in AI for 2024 promise significant transformations across multiple sectors. From agentic AI and open-source AI to AI-powered cybersecurity and sustainability, these trends highlight the growing influence of AI on our world. By staying informed and embracing these trends, businesses and individuals can harness the power of AI to innovate and thrive.
This article explores the top 10 AI trends to watch in 2024, providing an overview, impact, and examples of each trend.
Top 10 AI Trends to Watch in 2024
Trend 1: Agentic AI
Overview of Agentic AI
Agentic AI represents a fundamental shift in artificial intelligence. These AI systems are designed to comprehend complex workflows and pursue difficult objectives autonomously, with minimal human assistance. Essentially, agentic AI functions similarly to human employees, understanding intricate contexts and instructions in normal language, defining goals, deducing subtasks, and adapting actions to changing circumstances.
Impact of Agentic AI
Agentic AI has the potential to drastically alter organizational roles, procedures, and relationships. AI assistants with advanced thinking and planning capabilities can perform tasks previously managed by humans. This shift enhances productivity by fully automating complex processes, freeing workers from repetitive tasks to focus on more critical activities. The ability to adapt quickly to changing circumstances ensures continuous operational improvements.
Examples and Use Cases of Agentic AI
Autonomous Vehicles: Self-driving cars use agentic AI to navigate roads, interpret traffic signals, and make real-time decisions to ensure passenger safety.
Smart Home Devices: AI-powered home assistants, like smart thermostats and security systems, operate autonomously to optimize energy usage and enhance security.
Customer Service Bots: Advanced chatbots handle complex customer queries, provide solutions, and escalate issues to human agents when necessary.
Trend 2: Open Source AI
Overview of Open Source AI
Open-source AI involves freely available source code, encouraging developers to collaborate, use, adapt, and share AI technology. This openness fosters innovation and speeds up the development of practical AI solutions across various sectors, including healthcare, finance, and education.
Impact of Open Source AI
The collaborative nature of open-source AI promotes transparency and facilitates continuous improvement, leading to feature-rich, reliable, and modular solutions. These platforms enable the creation of applications such as real-time fraud detection, medical image analysis, personalized recommendations, and customized learning experiences.
Examples and Use Cases of Open Source AI
TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
2. What We Do
Integrated Digital
VIP Hospitality
Tournament Management
Golf Hospitality
Sports Activation
Press Launches
Product Launches
Conferences
Retail Roadshows
Auto shows
Store Openings & Test Drives
Packaging Design
Below-the-line Marketing
Retail Shopper Marketing
Multimedia Interactive
Campaign Strategy and Planning
Social Media Marketing
4. Our
Point of View
What and why Omni-channel retail marketing is
the answer to China’s ecommerce challenge
5. Omni-channel or Online to offline consumer marketing?
- In China O2O has increasingly been viewed as a way to drive brand
activation from online to offline channels for lead generation & conversions.
- For example: Starbucks: https://www.youtube.com/watch?v=p48ZkNKzD64
- For example: Nippon Paint: http://v.youku.com/v_show/id_XNTg4NDU0MTAw.html
- For example: British Airways: http://mumbrella.asia/2014/01/british-airways-takes-wechat-chinese-new-year-promotion/
6. Omni-‐channel
marke.ng
approach
to
user-‐centric
shopping
behavior
Create
memorable
social
campaigns
around
brand
values
to
create
buzz,
raise
product
awareness
and
drive
lead
genera.on
Provide
product
content
to
emphasize
the
lifestyle,
consumer
and
strategic
benefits
of
using
our
client’s
brands.
Sampling
at
stores
and
road
shows
for
drive
to
trial
programs
Use
social
media
to
drive
TA
aFer
engaging
with
the
brand
online,
to
buy
from
ecommerce
shops
or
actual
stores.
Tracking
Internet
Word-‐of
Mouth
(IWOM)
and
organic
search
traffic
for
brand/
product
queries
or
ecommerce
transac.ons.
SPARK
SEEK
SAMPLE
SHOP
SHOWROOMING
BLUE
=
ATL
SOCIAL
PROGRAM
GREEN
=
POS/SOCIAL/Drive
to
Trial
PROGRAM
6GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
7. Omni-‐channel
marke.ng
approach
to
user-‐centric
shopping
behavior
Bought
Media
(Display,
Facebook
Ads)
Created
Media
(Facebook
updates).
Bought
media
(Search).
Earned
media
(PR/Blogger
Outreach).
Created
Media
(Digital
screens)
Owned
Media
(Mobile)
Earned
Media
SPARK
SEEK
SAMPLE
SHOP
SHOWROOMING
BLUE
=
ATL
SOCIAL
PROGRAM
GREEN
=
SHOPPER
&
DRIVE
TO
TRIAL
PROGRAM
7GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
8. China’s domestic shopping behavior is now driving its
growth of its economy and its brands
Nearly a quarter of Chinese shop on the toilet, and over half admit to shopping
while at work. Highly contagious, online shopping is hitting epidemic levels, with
over half missing sleep to shop late, and more than one in five saying their
shopping addiction is negatively affecting “family harmony”.
“Although some of our survey questions were tongue-in-cheek, we cannot
overemphasize the importance of online shopping for brands in China,” said
Tony Chen, Chief Digital Officer GroupM China. “The top e-commerce sites are
no longer mere sales channels, but media in their own right, with hundreds of
millions of visitors ripe for brand communication.” - Group M
http://www.wpp.com/wpp/press/2014/jun/20/groupm-charts-china-e-commerce-frenzy/
http://v.youku.com/v_show/id_XNzI4NjkwODU2.html
9. Brand casualties are starting to appear even in growth areas
As the world’s second largest cosmetics market, China market has reached 200 billion Yuan in 2011. Besides, it is
also one of the fastest developing markets with a 15% annual growth. National Bureau of Statistics of China also
shows that the revenue of above-norm cosmetics enterprises has also reflected the trend. Over 80% of China
cosmetics market is dominated by foreign brands. And yet Garnier and Revlon had to leave the market?
12. 1. E-Commerce and Brand Building
Are Colliding in China
Essentially, China’s large and growing middle-class
have become accustomed to making frequent e-
commerce purchases. Furthermore, as in many
longer-standing e-commerce markets, they are also
developing brand awareness, an increasing proclivity
to purchase high quality and/or individually satisfying
products, and showing a commitment to brand loyalty
and repeat business:
The future development of China’s e-commerce
channel is closely linked to technology developments
and also the behaviors of Chinese consumers,
including the way they research and order products
online, and their preference for speed and
convenience.
- KPMG’s China 360 report: E-commerce in China:
Driving a new consumer culture, 14 Jan 2014.
13. 2. E-Commerce growth is offset by economic weakness in
traditional Chinese economic drivers
China’s growth in terms on online retail sales grew from 4.3% in 2012 to
6.3% by August 2013.
14. 3. B2C ecommerce has yet to prove itself against B2B
ecommerce and C2C ecommerce
15. l Government policy to encourage public consumption
l Higher government spending on health care and
pensions encourage households to save less and
China has little debt.
l Rising wages and an ageing population will also shift
the balance towards consumption rather than saving.
l “A massive push to urbanise is also under way, which
should produce tens of millions of richer citizens
seeking retail therapy. McKinsey, a consultancy,
forecasts that consumption by urban Chinese
households will increase from 10 trillion yuan in 2012 to
nearly 27 trillion yuan in 2022 (see chart 1).”
http://www.economist.com/news/briefing/21595019-market-
growing-furiously-getting-tougher-foreign-firms-doing-it-
their-way
4. Increasing consumption demand driving desire for
more customer touch-points
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
16. 5. New consumer media habits in mobile, digital, social
media are on the rise
17. 6. Media fragmentation is on the rise
Attention span has split. People
needed to hear something multiple
times from different media sources
– to believe anything these days.
Most of the time they are getting their
news from social media on the brands
and products they care about.
SOCIALOWNED
HYBRIDTRADITIONAL
18. 7. Social media marketing is on the wane due to censorship,
over-advertising etc
21. 2 Similar Brands in China = 2 Very Different Market Results
l Adidas gained 11% of the sportswear market
compared to Nike’s 12.1%
l 12% rise in fourth-quarter China sales for a
15% climb during the full year
l Nike is setting up more discount stores to get
rid of its inventory which started stockpiling
after Beijing Olympics
l Nike + did not take off in China
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
22. Retail store counters report that they see
more women walking into shop. Anecdotally,
tracking of online buzz show "fairly positive"
comments written about the campaign, like
"This is exactly how I feel", "This
encourages me to do sport", "Sports doesn't
have to be hard", "This isn't like the brand
that I had in mind before"
Adidas Adapted to an
Increasingly Sedentary Consumer Segment
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
23. McKinsey reports that China's emerging consumer
class is more emotional than previous generations of
shoppers and firms must shift their marketing
strategies to keep pace with them i.e. 51 per cent of
city-dwellers by 2020, up from 6 per cent in 2010
http://in.reuters.com/article/2012/09/25/china-
economy-consumers-survey-
idINL5E8KP0OQ20120925
Group M China’s Dec 2013 Study also
stressed the importance of building emotional
connections with their consumers. Emotions
impact consumers differently with market
maturity. Respondents aged 15 to 64 in Tier
four cities are the most bonded with brands,
citing feel good factors such as 'make me feel
more confident and attractive'."
McKinsey: China’s Emerging Millennial Consumer Class Are
More Emotional Than Past Generation of Consumers
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
24. Pollution, food safety and climate change stand out as major concerns for China’s millennial generation.
While China is raising its profile on the world stage, the study notes 88% of Chinese millennials believe
their country can effect change in the world, “they care more about improving the world than other
generations’.
http://www.jwtintelligence.com/trendletters2/#axzz2fowQpbh4
Chinese millennials will form the largest consumer base
in China in 2020 i.e. the size of USA’s population
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
25. Chinese Millennials Love Brand Experiences That Are
Inline with Their Self Expression
China takes 1st place for going online for
self-expression and transaction. Australia
takes 22nd place for self expression.
Mindshare Digital Normal Index 2013.
The Edelman 203 “BRANDSHARE” also shows that the Chinese expects
the same from brands i.e. to express their brand heritage beliefs, product
development / making approach, product performance, allowing them to
co-create with their favorite brands while providing product inputs.
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
26. An exclusive look into
the China millennial
behavior from
Edelman's global 8095
millennial study done in
2010 and updated in
2012:
http://
www.edelman.com/
insights/intellectual-
property/8095-
exchange/
Chinese Millennials Favor and Take Action for Brands
With Experiences Different from Their Parents
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
27. An exclusive look into
the China millennial
behavior from
Edelman's global 8095
millennial study done in
2010 and updated in
2012:
http://
www.edelman.com/
insights/intellectual-
property/8095-
exchange/
Chinese Millennial Trust Friends and Search,
Not Brands
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
28. An exclusive look into the
China millennial behavior
from Edelman's global
8095 millennial study
done in 2010 and updated
in 2012:
http://www.edelman.com/
insights/intellectual-
property/8095-exchange/
Chinese Millennial Are Strong Brand Influencers
On Friends, Families and Even Elders and Superiors
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
29. VIRTUAL ME // REAL ME
“In my real life, I exist as a ‘virtual me.’ I go to
work. I try to live up to the expectations and
pressures from parents, my coworkers and
society. Then, I go home. I open my computer,
I put on some music and I start to dance.
That’s the real me.”
// REBECCA XIA
[Without the Internet] I would lose the passion
to see the world outside of my parent’s eyes.”
// “LIZ,” 22
I would rather be a common person in daily
life, but I have to be uncommon online. It’s my
own choice.
// “CHENG E.T”
Chinese Millennial See Their Online Selves
As Their Real Selves
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
30. Chinese millennials are
open to co-creation and
giving product feedback on
the brands they like
An exclusive look into the
China millennial behavior
from Edelman's global
8095 millennial study done
in 2010 and updated in
2012:
http://www.edelman.com/
insights/intellectual-
property/8095-exchange/
Chinese Millennial Are Apt to Take Actions on
Brands Offline Based on What They Read Online
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
31. Source: Tong Ji university
Attract Millennial Shoppers to
Increase Your Social Commerce Efforts
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
32. Millennial Social & Spending Habits
Driving Social e-Commerce
Source: Tong Ji university
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
33. Source: Tong Ji university
Social Content Drives Brand Preference
And Buying Decisions for Chinese Millennials
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
34. Source: Tong Ji university
Millennial Social & Spending Habits
Driving Social e-Commerce
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
37. Starbucks success has inspired many businesses to copy its third space strategy.The next
move is the Fourth space strategy. Creating cultural movements for Starbucks fans and
customers by integrating social, in-store, technological and
mobile experiences
Integrating retail spaces with millennial consumer behavior is key
38. IKEA: Third Space for families
Nursing area for games, store sleepovers, café rest stop
39. Starbucks’ 4th space strategy: Drive brand preference via
GLOCAL initiatives between Starbuck’s in-store and local
culture experiences
Starbucks' new Fuzhou store has a Chinese chess (weiqi) theme with pictures of the
nearby Fushan mountains built into the store murals. Channeling the ambiance of a
thousand-year-old Song Dynasty garden, Starbucks did not ignore Fuzhou's pervasive
cultural norms by embracing Fuzhou's historic ambiance and classical Chinese
architectural themes.
40. Starbucks’ 4th space strategy: Integrate social and mobile
experiences into the in-store experience to drive traffic and
social engagement
- The best global digital practices is not to treat social and mobile as standalone channels to a brand’s experience
but to integrate them.
- Mobile, social and in-store experiences overlap at Starbucks, especially since 50% of Weibo users access WIFI at
Starbucks’ stores via their smart phones. Conversion opportunities arise from campaign with an integrated
customer journey from store to online and mobile
43. THAT’S NOT ALL.
OMNI CHANNEL MARKETING IS RESHAPING RETAIL
MARKETING VIA BIG DATA.
MULTI-CHANNEL MARKETING ONLY WORKS WHEN ALL
CUSTOMER DATA IS COLLECTED TO A SINGLE INTERFACE
FOR ANAYSIS, REPORT AND TRACKING. IN THIS WAY,
YOUR CUSTOMER DATA HAS BECAME BIGGER, INSTEAD
OF BEING SEGMENTED TO DIFFERENT SILOES.
44. OMNI CHANNEL MARKETING IS RESHAPING RETAIL
MARKETING VIA BIG DATA
From 2013 onwards, Gucci has decided to not open too many new
shops in China in new cities, but to renovate and expend the existing
ones, to raise customer service standards, creatingVIP events, and
creating new promotions. So how is it going to do that?
Reference:
https://www.youtube.com/watch?v=3Vg5idj_590
45. BIG DATA RESHAPING RETAIL MARKETING
1. BIG DATA ALLOWS US TO CONNECT AT SCALE
STARBUCKS REFERENCE: https://www.youtube.com/watch?v=MSLCCsncJEU
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
46. BIG DATA RESHAPING RETAIL MARKETING
BIG DATA ALLOWS US TO CHANGE PUBLIC PERCEPTIONS
RICE CODE REFERENCE: http://v.youku.com/v_show/id_XNzQwMTIxNTA4.html
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
47. BIG DATA RESHAPING RETAIL MARKETING
BIG DATA ALLOWS US TO CONTROL THE NEWS
RICE CODE REFERENCE: http://v.youku.com/v_show/id_XNzQwMTIxNTA4.html
Adidas wants to own those stories. It wants to ensure that its brand is
front and centre of its audience’s minds as and when the action unfolds
in Brazil and it wants to be central to the successes of its athletes, as it
was when Andy Murray ended that long, long wait for a British
Wimbledon champion.‘Newsjacking’ other people’s news isn’t enough.
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
49. Need to create social/emotional relevance into
such experiences to create brand advocates and
drive word-of-mouth.
Once a product is known for being reliable, functional
and usable, what’s next?
Creating Emotion-based Marketing in the age of digital
How?
What?
Why?
“People don’t buy
what you do, they
buy why you do it”
http://www.ted.com/talks/
simon_sinek_how_great_leaders_inspi
re_action.html
Inspired
by
Simon
Sinek.
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
50. Emotional stories ignite
integrated communications
programs by answering ‘why’ –
why should people care
(emotional trigger) and then
why should people share
(motivations).
Crafting campaigns based
upon an emotional insight
gives us the best chance to
scale via earned/traditional
media – which is at the center
of every great digital campaign
(e.g. Sketches, World’s
Greatest Job etc).
INTEGRATING PAID, OWNED & EARNED MEDIA
51. DHL China created a retail experience using World Cup Fever
http://v.youku.com/v_show/id_XNzQwMTIzNjQ0.html
http://v.youku.com/v_show/id_XNzQwMTIzODE2.html
52. Campaign introduction:
http://v.youku.com/v_show/
id_XMzM3NTM3MzAw.html
1
Dove Art Project
Mars / Dove Chocolates
(China)
2
3-year itch campaign
Continental Tires
(China)
Campaign introduction:
http://v.youku.com/v_show/
id_XNTY4MTMyMDA4.html
3
Spare Space, Spread Love
Johnson & Johnson
(China)
Campaign introduction:
http://www.damndigital.com/
archives/74205
Creating Emotion-based Marketing
Through Social Purpose Branding
GPJ Experience Marketing proprietary and strictly confidential. Copyright reserved 2014.
53. Please Consider this document proprietary and strictly Confidential. The Concepts, methodology and information produced by
George P. Johnson (A Project: Worldwide Agency) and Contained in this document shall not be used or adapted in any form,
either in part or as a whole without the written permission of George P. Johnson (A Project: Worldwide Agency). Copyright Reserved 2014.
本文档所述信息须严格保密。文档中所述创意概念、方法、信息属于George P. Johnson (A Project: Worldwide Agency)拥有的知识产权。
未经George P. Johnson (A Project: Worldwide Agency)书面允许, 均不得以任何形式(无论局部或整体)使用。版权所有 2014年
Please contact us directly if you wish to learn more about GPJ and the Project Worldwide Group of Companies.
Joe Wong, Business Director, Integrated Marketing Services (Greater China). E: joe.wong@gpj.com