The Importance of Building a Brand UGC Flywheel in China
Most marketing campaigns are missing a flywheel effect that adds the potential for unbounded returns. The flywheel effect we will talk about in this article is brand user-generated content (UGC) and its unbounded returns are compounding retention loops. Luckily for brand marketers, social media provides ample opportunity to leverage brand UGC and the compounding effect can be a natural outpouring of
The Chinese Monetization Models that are Built for Retention
For any brand, the end goal of community building is to impact the bottom line. Everything a brand does to build a community should ultimately focus on customer retention, which indirectly leads to sales. Some brands in China have successfully monetized their communities by incentivizing community members to play an active role in the sales and marketing process. In this article,
Mastering Advocacy Marketing in China
Advocacy marketing is vitally important around the world, especially in the age of social media, but it’s particularly crucial for brands operating in China. Chinese are hypersensitive to the approval and disapproval of family, friends, and colleagues. "What will others think?" is an important question to the Chinese consumer. The norms that emphasize the importance of social connections extend to commerce
Agile Management: for social media marketing in China
By its nature, chasing the attention of customers is the pursuit of many moving targets. It is in this pursuit of attention where brands and their marketing teams must be the most flexible. Flexibility is not innate for most marketing teams as campaigns, content calendars, and product launches are typically set in stone and tracked with ridged KPIs. The challenge comes when
Increase LTV and Lower CAC by Retaining Chinese Customers
When it comes to brand survival, a good quality product can certainly go a long way, but without loyal Chinese customers, it can only go so far. And unfortunately for brands, attracting loyal customers has never been more difficult, thanks to the ever-intensifying competition between companies with direct-to-consumer models and a seemingly unlimited array of social media and e-commerce platforms
How Personalization Can Spark Customer Loyalty
Personalization is a vital aspect of developing customer loyalty in China. Chinese consumers welcome brands who want to “get to know them better,” but they expect those brands to make it worth their while. A birthday message is nice, but today’s consumer expects more. A well-executed personalization strategy can make the difference between customers who stick around and those who move