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China 2016: INSIGHTS | MOBILE

THE NEXT BATTLEFIELD FOR BRANDS



BENJAMIN WEI
General Manager
GroupM Connect
ChinaBenjamin.Wei@groupm.com

Consumer adoption of mobile devices is growing in leaps and bounds, especially in China where people seem to feel compelled to order everything online for delivery to their doorstep. The phenomenon empowers consumers to become smarter, while also getting them to focus on individuality and demand personalized services. They don’t like being educated, but want to take control by themselves. Owing to such changes in behavior, brands are facing both challenges and opportunities. 

Smart marketers have realized that mobile data terminals provide an unprecedented opportunity to understand consumers in depth, and with the help of mobile technology, they get to reach consumers more efectively. Brand owners can easily identify a consumer and track his/her behavior accordingly. By further analysis, brands can reach their target audiences via interactive technologies and media mix to gain conversions.

Mobile has now become the core of marketing campaigns. Marketing mechanisms are therefore designed and developed around mobile terminals through which content is distributed. It looks like mobile marketing is all set to take the form of a native ecosystem. Soon, the traditional hard-ads will be replaced by soft forms of content and services.

Brands need to adapt to these rapid changes to present themselves in the right place, at the right time, and more importantly, with a more ‘mobile’ friendly image. Not portraying its services efectively by mobile will be a hindrance to growth for a brand. The use – and misuse – of mobile may yet prove to be the key determinant of the future of Chinese brands.