Changes in Digital Behavior for Brands
Over the past few months, we have engaged in a number of great discussions on China’s digital marketing trends with leading experts.
Here we talked with General Manager, National Head of Social Media at MediaCom China, Leon Zhang.
How are brands changing their digital behavior?
Revenue pressure in 2019 pushed more brands to focus more on sales activation - while branding activities took a backseat.
The focus on livestream selling with KOLs, private domain traffic and the use of KOC’s (Key Opinion Consumers), for affiliate sales/marketing - all were key in 2019. They look to continue into 2020 as these revenue pressures escalate further.
How are brands in China using “Private Domain Traffic”?
With competition for consumers attention in China, brands are turning toward ‘private domain traffic’ which are groups of existing users/followers of the brand. They aim - using CRM - is to ensure greater loyalty with existing followers and avoid the higher costs of competing for attention in the public domain.
What channels are brands cultivating “Private Domain Traffic”?
Anywhere that brands have followers and a communications channel to its customers can be used for private domain activities. WeChat is the primary channel but TMall, JD as well as social channels, such as Weibo are also important for this CRM-intensive practice.
It is important that brands manage these discussions with customers in segmented groups (not on main feed of official accounts) and select on the highest value customers to these groups. The effort is, after all, should be aimed at creating a sense privilege, where more unique offers might be shared.
