connecting with china's digital generations with content marketing by digichina 2014
DESCRIPTION
This is a presentation we did with the EU SME Center, introducing Digital Marketing to engage and sell to China's Digital Generations. China's Digital Generations are a huge cross-generational segment that relies on the internet and mobile to discover new companies + brands, engage with them and buy. China's Gen-D is the largest population of highly connected consumers in the world. They are content-seekers, sharers, reviewers and explorers. Content Marketing is a very effective tool for international SMEs to reach this market (without the marketing budget of a Fortune 500 company) and build their brand. Download the full presentation and more resources at www.digichina.co. Connect on facebook.com/digichinaco and twitter.com/dgchina. Look for #digichina on Instagram and Google +TRANSCRIPT
Connecting with China’s Digital Generations
This is an extract of a presentation on Digital Marketing in China. !We gave this presentation as part of a seminar organized by the EU SME Centre and the European Chamber of Commerce Southwest China. !For a full presentation file, email [email protected] or go to digichina.co . !This presentation cannot be reused without our express consent.
DigiChina - The China-focused Digital Agency - digichina.co
Digital generations offer foreign
SMEs new business opportunities.
!
To sell to these new consumers,
companies + brands must connect
with them in their digital world.
China’s Digital Generations
If your customers are under 40*, you are targeting digital generations.
!
Under 35 year-olds reaching near-100%
internet penetration
China’s Digital Generations
*Boston Consulting Group - China’s Digital Generations 3.0
More than 70% of young professionals trust the
internet over traditional media.
China’s Digital Generations
China’s digital generations want
engaging + always-on
experiences
China’s Digital Generations
A digital trend where customers
initiate and drive the relationship
with companies + brands.
!
Traditional marketing cannot keep
up with the pace of New Media.
New Media - New Marketing
And that’s Good News for
SMEs.
!
It’s never been easier to get online and start conversations with
customers.
New Media - New Marketing
No need for Fortune 500
marketing budget !
Connect with your customers directly and intimately with a smaller
investment in marketing.
New Media - New Marketing
The catch is New Media Marketing is still
unchartered territory
!
Digital engagement requires a sustained effort.
New Media - New Marketing
2 social platforms come to mind: WeChat and Weibo
!
They are but a part of any effective
digital marketing strategy in China.
!
New Media - New Platforms
For European SMEs, the goal of a digital strategy will often emphasize
differentiation !
This can be achieved with
original content that sets a standard in your market
Differentiation through Content
Over 90%* of companies consider content
marketing important or critical
* PR Newswire 2012 Survey Report on Content Marketing & New Media Adoption by Chinese Companies
Photos Videos
Whitepapers Reports & Reviews
Blog Posts Infographics
Digital Content Marketing
Over 70%* of digital generations look to
the internet for news and
product information
* Boston Consulting Group - China’s Digital Generations 3.0 - 2012
Establish thought leadership and associate
your business with values that
go beyond your products or services
Digital Content Marketing
Neemic
project initiated in 2011 by Swiss founders
Creating outstanding fashion, making the industry more environmentally sustainable and building bridges between Europe and Asia.
1 - Make your content
authentic
2 - Test, measure, learn. Repeat.
3 - Set a broader goal for your brand
and encourage meaningful
discussion about it
Rules for Digital Content Marketing in China
