Indeed, consumers tend not to trust content coming directly from a brand following the many scandals that have affected all sectors. Conversely, a brand or products recommended by users will be seen as “trusted” and able to be purchased without fear. Highlighting positive recommendations and reviews from selected users can thus influence purchases. Premium brands also wanted to take advantage of this trend and have developed their own mobile applications. This is the case of Shangpin’s e-commerce application which currently generates more than 50% of its mobile sales. Others have specialized in marketing applications. The Tiffany & Co brand app allows its Chinese customers to select their engagement rings while learning more about how to choose the right engagement ring. SHARING IS THE KEY TO SUCCESS IN THE CHINESE MARKETwechat-hongbao.
The success of social marketing in China depends on mass viral sharing on the various microblogging platforms. Remember the Wechat 1: 1 marketing campaign focused on sharing with family and friends. These techniques thus allow luxury brands to bring a Colombia Email Address of exclusivity to their advertising. In this way, users can simply share their e-cards or offers with their friends. Wechat with his electronic hongbao – red envelope – during the New Year (a tradition where we offer money to the youngest in general) was able, through this, to promote its new payment service. Coach also launched his own hongbao which gave users the opportunity to send special offers to their families and friends. LET THE CHINESE CONSUMER EXPRESS THEMSELVES By combining the viral route and 1: 1 sharing, luxury brands have also developed mini applications on Wechat or Weibo allowing users to be creative. Whether through Selfie contests or personal compositions of poems in e-cards offered by the Paget brand during Valentine’s Day.
Let The Chinese Consumer Express Themselves
Multi-screen use Globally, luxury brands all over the world are making real efforts to satisfy and keep their customers. The Chinese market is no exception and so too are luxury brands using social media that is much more relevant in this part of the world. According to a study conducted by public relations firm Ruder Finn among Chinese luxury consumers, 58% say they are influenced by Wechat on their purchasing decisions and 52% by Weibo. The reach of social media should not be underestimated by foreign companies wishing to expand in this country … MOBILE APPLICATIONS ARE ON THE RISE! Louis vuitton launch app If we were to modernize the traditional Chinese calendar, 2014 would indeed be “the year of the mobile” in China. Luxury brands quickly understood the importance of this channel and focused their marketing strategy on this side.
M-marketing quickly became popular and essential. More and more companies are developing applications that can be used on Wechat or via independent applications. Webmarketing training We find there the event made by the Burberry brand for the opening of its boutique in Shanghai, the online game of the Montblanc brand or the Louis Vuitton app. These events all aim to mark the Chinese consumer with unusual experiences so that the consumer later remembers the brand and eventually becomes a user of the brand’s services / products. MontblancBespokeNibService05 In addition, a good number of these applications are permanent like Tommy Hilfiger’s GPS which locates its stores. Even more fun, the “shake your style” application from Yoox which allows you to receive recommendations by simply shaking your phone. This app is based on the Chinese taste for recommendations from other users who greatly influence their purchases.
Sharing Is The Key To Success In The Chinese Market
And as much to say that the experience is not pleasant (especially when you end up clicking on the wrong element!). So what to do? Putting yourself in your users’ shoes and testing your mobile version yourself is definitely a start. The figures for mobile fraud are staggering! Here are a few selected songs: 75% “unexplained” clicks for Apsalar ; 40% of fraudulent clicks according to Trademob; 1 Billion dollars of marketing budget wasted in 2015 on bots, which generate bogus app installations according to Forensiq … “We have been subjected to fraud for years, but we have experienced a sharp increase in fraudulent practices and traffic since April 2016,” says Hélène Queriault, VP Operations at Addict Mobile. “
All the advertising agencies with which we work are unanimous: fraud exploded in 2016 . Fraudsters are using increasingly sophisticated technological means, and it is becoming more and more technical to identify them. ” Webmarketing training Marketers: How can you avoid being fooled in the world of mobile marketing? FRAUD: WHAT YOU, THE ADVERTISER, SHOULDN’T PAY! Fraud is generated by corrupt publishers (i.e. owners of mobile applications or mobile websites). They claim to display your advertising on their app / site, and generate clicks and / or downloads which are paid to them by the advertising network distributing your advertising. fraud There are three types of fraud: False traffic : generated by bots (robots). The Mobile has officially passed No. 1 among 15-34 year olds. Among 35-49 year olds, the computer is still the most popular tool. But this can quickly change given the strong push of the smartphone within this target with an annual increase of 14.6% 1 …