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China 2016: INSIGHTS | RECEPTIVITY

CREATING “SMART SPACES” FOR CONSUMER ENGAGEMENT IS A MUST 




ZOD FANG
Director
GroupM Knowledge
ChinaZod.Fang@groupm.com

In the era of mobile internet, information is readily available to consumers through multiple channels. Since the consumers’ ability to assimilate can’t keep up with the lightning speed of information, content that is in line with their interests and also user-generatedcontent are gaining greater priority than ever before.

The internet has made consumers more active players in brand communication. With the development of technology, a majority of consumers are keen to express themselves online, whether on social networks, WeChat Moments advertising comments or “Popups” on video websites. An individual has much more control over the expression of their online identity than in real life face-to-face interaction. 

WeChat Moments feed advertisements with push ads and comment spaces not only create a virtual “lobby” context for customers to post their opinions of these brands but also provide space for them to interact with their WeChat friends. Hence, it has significant “customer cluster efect”. Such “space-providing” feature helps WeChat to turn “hard advertising” into “soft advertising”, which enhances the efectiveness.

Brand owners should consider this as a priority: either provide quality content for your audience or “save space” for customers to interact with one other. In the process, your brand will gain more recognition subtly, but persuasively.