+ All Categories
Transcript
Page 1: Konrad Markham - Integrated marketing and the Chinese wine industry
Page 2: Konrad Markham - Integrated marketing and the Chinese wine industry

Konrad MarkhamDigital Marketing Expert for the

Fast Moving Consumer Goods Industry

Page 3: Konrad Markham - Integrated marketing and the Chinese wine industry

Integrated Marketing and the

Chinese Wine Industry

Page 4: Konrad Markham - 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

Page 5: Konrad Markham - Integrated marketing and the Chinese wine industry

• Internet is the main channel

• Social Media emerging as a new source of information

Source & Type of Wine Information

Page 6: Konrad Markham - Integrated marketing and the Chinese wine industry

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

Page 7: Konrad Markham - Integrated marketing and the Chinese wine industry

• 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

Page 8: Konrad Markham - Integrated marketing and the Chinese wine industry

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


Top Related