China

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Crazy Rich Asians: How to build consumer relationships that deliver in China

China is proving an attractive proposition to many UK businesses.

Not only are tremendous success stories like Alibaba emphasising to British companies the opportunities and commercial success which is resident in the region, but as Brexit looms, seeking firmer footing and audiences overseas, especially those with strong economies, is an enticing prospect.

The week in digital transformation: Volkswagen joins the sharing economy & Coca-Cola transcends reality

Welcome to The Week in Digital Transformation, a regular round-up where we look back on the most interesting ideas, announcements and developments in the realm of digital transformation over the past week.

This week’s instalment is packed with big names, as Coca-Cola, Volkswagen and Manchester United are all doubling down on digital transformation in different ways. Coca-Cola wants to use AR to go beyond reality, Volkswagen is joining the sharing economy, and Man United has unveiled a gleaming new app and website as part of its broader transformation strategy.

Why we need to stop repeating the “50% by 2020” voice search prediction

It’s one of the most famous predictions about voice search – “By 2020, half of all searches will be conducted via voice.” It appears on everything from presentation slides to thinkpieces: the ultimate justification for prioritising voice search; the ultimate proof that soon, we’ll be living in a much more vocal world.

The thing about statistics is that so often, as they’re cited and re-cited, their context is lost. And sometimes, that context can be very important to understanding what a statistic actually means.

Influencers face crisis of confidence in light of CMA investigation

Last week, the Competition and Markets Authority (CMA) announced that it has launched an investigation into influencers who fail to disclose that they were compensated to post content on behalf of brands.

“Social media stars can have a big influence on what their followers do and buy. If people see clothes, cosmetics, a car, or a holiday being plugged by someone they admire, they might be swayed into buying it,” George Lusty, the CMA’s Senior Director for Consumer Protection, stated. “So, it’s really important they are clearly told whether a celebrity is promoting a product because they have bought it themselves, or because they have been paid or thanked in some way by the brand.”

Zhihu: China’s Q&A social platform that’s ripe for brands

When it comes to digital marketing in China, people tend to think of WeChat, Weibo or new favourite, Douyin (Tik Tok).

It seems that creating a prominent profile on these platforms has become a standard requirement for brands wanting to market themselves to a Chinese audience. But despite their popularity, are they really ideal platforms for everyone?

What’s behind the success of China’s social commerce app Pinduoduo?

For most of us in the marketing and technology industries, the term ‘social commerce’ is a byword for ‘a bit of a flop’.

The initial dreams of a perfect harmony between social networks and ecommerce have gradually faded into a reality of unsuccessful Buy buttons and niche communities that failed to catch on, and with the exception of some recent positive press in Mary Meeker’s Internet Trends Report for 2018, that doesn’t show much sign of changing.

What do the latest trends in video mean for marketers? [Stats]

If one trend in content publishing and social media has been constant over the past few years, it’s the huge and growing popularity of online video.

Long-form video, short-form video, live video, square video, video advertising… Whatever the format, video has built up a tremendous amount of buzz in the marketing industry for its ability to engage and entertain, with brands increasingly making it a core part of their marketing strategies.

Robots or humans: Which provide a better customer experience?

Last month, China Construction Bank (CCB) opened the first fully-automated bank branch in China.

Located on Jiujiang Road in downtown Shanghai, the ground-breaking bank branch operates entirely without human tellers. It joins an increasing number of retail outlets, restaurants and other venues across China – and the world – where humans are served exclusively by robotic assistants.

Chinese marketing trends in 2018: What Western brands need to know

With the largest middle class in the world, China is an attractive market for Western brands. However, brands face various challenges marketing in this dynamic and fast-changing market.

China has a unique digital landscape, consumers have distinctive purchasing behaviours and there’s intense competition between homegrown and foreign brands.