China 2016: INSIGHTS | RESPONSIVENESS
by Annie Hsiao
BUILDING BRANDS IS ALL ABOUT THE DATA DEEP DIVE
Today, China’s marketers are facing an ever-evolving world of communication. The prosperous social media and technology adaptations have created an elusive Chinese consumer with fast- changing thinking.
How can marketers be responsive to these changes? One crucial step is to understand how brands interact with consumers throughout their shopping journeys. In the digital era, it’s a must to get access to consumers’ digital footprints and conduct a deep dive of the data to generate valuable consumer insights.
By turning these insights into actions, marketers will reap the following benefits:
Faster adaption: Understanding what works and what doesn’t will enable marketers to see how to adjust their marketing activities to achieve better ROI. Simply put, leveraging digital insights will empower brand marketers.
Create meaningful content that will engage consumers: Design the content by media type to best engage target consumers in their media journey. Today’s consumers are not passive recipients; they also actively transmit what they consider to be interesting and valuable via their social identities. Brand marketers should know what will engage the consumer and use this knowledge to earn more views and hits through the consumer’s peer-to-peer communications.
The successful brand marketers in China are those that can ride the data wave, leverage the ensuing insights and use them e ectively via always-on, real-time marketing.