connecting with china's digital generations with content marketing by digichina 2014

Connecting with China’s Digital Generations

This is an extract of a presentation on Digital Marketing in China. !We gave this presentation as part of a seminar organized by the EU SME Centre and the European Chamber of Commerce Southwest China. !For a full presentation file, email nino@digichina.co or go to digichina.co . !This presentation cannot be reused without our express consent.

DigiChina - The China-focused Digital Agency - digichina.co

Digital generations offer foreign

SMEs new business opportunities.

!

To sell to these new consumers,

companies + brands must connect

with them in their digital world.

China’s Digital Generations

If your customers are under 40*, you are targeting digital generations.

!

Under 35 year-olds reaching near-100%

internet penetration

China’s Digital Generations

*Boston Consulting Group - China’s Digital Generations 3.0

More than 70% of young professionals trust the

internet over traditional media.

China’s Digital Generations

China’s digital generations want

engaging + always-on

experiences

China’s Digital Generations

A digital trend where customers

initiate and drive the relationship

with companies + brands.

!

Traditional marketing cannot keep

up with the pace of New Media.

New Media - New Marketing

And that’s Good News for

SMEs.

!

It’s never been easier to get online and start conversations with

customers.

New Media - New Marketing

No need for Fortune 500

marketing budget !

Connect with your customers directly and intimately with a smaller

investment in marketing.

New Media - New Marketing

The catch is New Media Marketing is still

unchartered territory

!

Digital engagement requires a sustained effort.

New Media - New Marketing

2 social platforms come to mind: WeChat and Weibo

!

They are but a part of any effective

digital marketing strategy in China.

!

New Media - New Platforms

For European SMEs, the goal of a digital strategy will often emphasize

differentiation !

This can be achieved with

original content that sets a standard in your market

Differentiation through Content

Over 90%* of companies consider content

marketing important or critical

* PR Newswire 2012 Survey Report on Content Marketing & New Media Adoption by Chinese Companies

Photos Videos

Whitepapers Reports & Reviews

Blog Posts Infographics

Digital Content Marketing

Over 70%* of digital generations look to

the internet for news and

product information

* Boston Consulting Group - China’s Digital Generations 3.0 - 2012

Establish thought leadership and associate

your business with values that

go beyond your products or services

Digital Content Marketing

Neemic

project initiated in 2011 by Swiss founders

Creating outstanding fashion, making the industry more environmentally sustainable and building bridges between Europe and Asia.

1 - Make your content

authentic

2 - Test, measure, learn. Repeat.

3 - Set a broader goal for your brand

and encourage meaningful

discussion about it

Rules for Digital Content Marketing in China

Request the complete presentation at

digichina.co