Date post: | 01-Nov-2014 |
Category: |
Marketing |
Upload: | the-china-gap |
View: | 400 times |
Download: | 0 times |
Konrad MarkhamDigital Marketing Expert for the
Fast Moving Consumer Goods Industry
Integrated Marketing and the
Chinese Wine Industry
Chinese IdeologyLacking wine knowledge and
looking for guidance and education – thirst for
knowledge to save face
Western IdeologyWine knowledge passed on
from one generation to another
• Internet is the main channel
• Social Media emerging as a new source of information
Source & Type of Wine Information
Don’t clutter your webpage with information
Preference for short text in Mandarin with images and videosWant information on food and wine matching and wine type/style and regionInformation on how the wine is made and the producer is not relevant
• The right Digital Marketing & Social Media strategy will be dependent on your:• Business & Sales Objectives.• Marketing Objectives:
• Customer Acquisition • Awareness/ Branding• Retention/ Engagement• Market Research• Customer Service
• Target Audience.• Technology – Mobile, Video• Budget, Key Measures of Success, ROI Timeframe.• Resources available here and on the ground in China.
Recommendations
Recommendations
• Design Marketing activities to have an inherently social motivation to spur broader engagement.
• Types of Content• Rewards/Promotion.• Utility/ Education.• Gamification.
• Celebrity Endorsement• TV shows/ movie• Yao Ming Family Wines