groupm's china digital playbook - april 2014
Post on 08-May-2015
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201401
TABLE OF CONTENTS:
02030405060708
INTRODUCTION
Turning the corner on “digital panic” and hitting digital stride in 2014
“The avalanche of digital change is beginning to abate, making this the year to do really great work with a significant digital component.”
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THE DAYS OF INSANE GROWTH IN DIGITAL AD SPENDING ARE BEHIND US&KLQD�GLJLWDO�DG�VSHQGLQJ�IRUHFDVW�JURZWK
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BE ALWAYS-ON IN “REAL TIME”
BE ALWAYS-ON IN “REAL TIME”
“Rather than run ‘campaigns’ in the old broadcast model, digital marketers must be always-on, producing content and driving interaction in real-time.”
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Marketers ranked “responding to customer interactions with sufficient speed and relevance” as the most critical factor in the future success of their marketing programs.
- Forrester Feb 2014
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CHINA LEADS THE WORLD IN SMARTPHONE ADOPTION – THE KEY DRIVER FOR “REAL-TIME” MARKETING
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For marketers, moving into “real-time” means moving deeper into channels that are always on with consumers such as mobile, e-commerce, and social.
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REAL-TIME BIDDING IS GOBBLING UP NON-PROGRAMMATIC DISPLAY BUYS
“Real-time” action item for 2014:
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SPOTLIGHT CHINA’S POST-90 SGENERATION
"Thinking and acting like China’s post-90s generation will help brands raise their Digital IQs."
SPOTLIGHT CHINA’S POST-90S GENERATION02
“The post-90s generation ranks surfing the internet as the top way to spend free time.”
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RISING ONLINE STARS TO WATCH INCLUDE SHOPPING, FASHION, VIDEO, & TRAVEL
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HALF OF POST-90S MEDIA TIME IS ALREADY SPENT ONLINE AND THE NUMBERS CONTINUE TO RISE
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CHINA POST-90S GENERATION CHARACTER TRAITS AS REVEALED BY KEYWORD VOTING
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“Taking an inventory of 2013 online brand content and working to double the visual aspects in 2014 will drive impact.”
VISUALIZE YOUR CONTENT
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VIDEO: THE MOST COMPELLING ONLINE FORMAT
2013 ONLINE VIDEO USERS TOPPED 428 MILLION
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Checklist for making 2014 the year to “visualize” brand content
Online video as a percent of total digital spending among GroupM China clients has doubled from 17% in 2011 to 35% in 2013, a testament to the strength of video as the most compelling online format.
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“As brand marketers, we need to become digital-centric and every bit as passionate about the internet as our Chinese consumers.”
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CONCLUSION
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GroupM Interaction, the digital arm of GroupM, the world’s #1 media investment management group, is a team of digital
professionals who enable GroupM agencies (Maxus, MEC, MediaCom, Mindshare) to
provide cutting-edge digital solutions and insight for branding and performance-based
online marketing in China.
For more information please contact: craig.watts@groupm.com
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