Chief Digital Officer Ogilvy & Mather,
In an increasingly cluttered media environment, marketers in China are undoubtedly looking at new ways to better connect and engage consumers with their brands through digital. Three things really deserve brands’ attention when using digital in China.
First is behavioral data, which we can use to extract insights and map out a customer’s entire journey. Having this map allows us to construct relevant content across all touch points on a customer’s journey, from social to online media, to ultimately build brand preference and close a purchase deal.
Second is the use of m-commerce, where consumers in China are now topping up their phones, paying cab fares and buying movie tickets all on their mobile phones. Third is exploring “made media” – innovative opportunities for brands to connect products with the Internet of Things to create an ecosystem of services that bring consumers even closer to brands and their products.