Know More About Your Customers: China Social Media can do Great Help
China has one of the world’s largest online communities and is therefore attracting the focus of global brands and changing the way national firms are marketing themselves. These changes are happening quickly. Digital marketing has changed the marketing mix in China and the way marketers communicate. In order to ensure that marketing strategies are successful it’s important to understand the shift of China’s media landscape.
Online marketing and its associated channels are important – but not to the exclusion of all else. It’s not enough to just know your customers; you must know them better than anybody else so you can communicate with them where, when and how they are most receptive to your message. To do that, you need a consolidated view of customer preferences and expectations across all channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your insight into customer behavior and preferences, the more likely you are to engage them in lucrative interactions.
The first one is proliferation of digital channels. Consumers use multiple digital channels and a variety of devices that use different protocols, specifications and interfaces – and they interact with those devices in different ways and for different purposes.
The second on is intensifying competition. Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
The third one is exploding data volumes. Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data, as well as find the right data within exploding data volumes that can help you make the right decisions.
Therefore, when you make digital marketing, three key should be considered. You should manage complex customer relationships across a variety of channels – both digital and traditional, respond to and initiate dynamic customer interactions, and extract value from big data to make better decisions faster.
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