China is taking a global lead in two areas of innovation: in improving consumer products and the business models used to sell them; and in making manufacturing processes cheaper, quicker and better. Chinese firms now outsell foreign rivals in categories such as household appliances, Internet software and consumer electronics.
China has also been innovating new business models in the advertising industry, which is only one-eighth the size of America’s. While Western online firms generate most of their revenue from advertising, Chinese tech firms have had to find new ways to monetize consumers time spent online. For instance, Tencent (a giant that could potentially rival the likes of Facebook and Amazon) generates 90% of its revenue from online games, sales of virtual items on social platforms and e-commerce. Lessons can be learned from how Chinese firms are able to integrate all of these aspects to create an amazing user experience.
Social networks have evolved to become powerful media platforms with the ability for scale, reach and more sophisticated targeting. But with it has also come the even greater competition for consumers’ attention and participation. So how do you win in social?
Social needs to be considered early on in the planning stages and integrated with the rest of the campaign strategy. If it’s only used as a standalone tactic at the end, we’re missing a big trick. Sophisticated targeting means its no longer high frequency, but rather fewer, bigger activations and campaigns that will drive better results for brands. Paid social will also help to reduce waste and put the right quality, campaign-based content in front of the right people, scaling the story you want to tell. If used effectively and measurement results are invested in and incorporated into the campaign, social can drive better engagement and higher ROI than other channels. [ ATTRIBUTE: Please check: http://www.flickr.com/photos/[email protected]/8539048913 to find out how to attribute this image ]
Meerkat app which was recognized as “the” app at SXSW earlier this year, has implemented new features in line with its vision of participatory media. With rival Periscope on Twitter, Meerkat has teamed up with Facebook, and is therefore shifting away from a live ‘broadcast to’ towards a ‘broadcast with’ your friends. Its new cameo feature lets you invite those watching your stream to take control of it for up to 60 seconds. The streaming app is becoming more intimate and allowing you to take part in events, conversations and moments with people and brands that you’re probably more familiar with.
This feature creates a unique opportunity for brands to build stories together with their fans. As opposed to a passive behaviour of watching live streams, fans can now have collaborative experiences all on video on their phone. But again, like it’s parent social media sites, you need to understand and leverage the platform that is right for your campaign.
It’s a new breed of proximity marketing. Wi-Fi Aware will let devices automatically find and connect to each other in nearby locations by continually scanning its surroundings, opening the door for even greater contextual awareness messages.
Better than beacon technology? Wi-Fi Aware doesn’t require the retailer or service to install special equipment, like Bluetooth transmitters for instance. Instead, it uses a procedure that allows mobile devices in proximity to find one another using “publish” and “subscribe” messages, and then lets end users enable connection-based services and apps.
This technology could help retailers and brands discover a consumer’s location in the real-world and send personalised, timely, (and opted-in) content like coupons or ads. There is big potential for on-site or event advertising and social gaming. For instance, a social gamer could be alerted when someone playing a similar game walks into the room, prompting them to set up a face-to-face match. On top of creating social experiences, this technology could give brands the ability to deliver simple information to consumers based on their location to help make their lives easier.
Did you know that 388 cars were sold on Chinese social app WeChat in just three minutes? Experts say China is a whole 10 years ahead of the West when it comes to social commerce; the technology that powers it at this scale is unparalleled and there is a lot to learn from it. China is now the biggest smartphone (and probably e-commerce) market in the world and its users continue to rapidly adopt new behaviours. So rapidly in fact, that most national brands and research firms in China are hesitant about publishing consumer trend surveys, because by the time it comes out, it’s already out-dated!
Other parts of the world should be trying to study how technology is affecting Chinese consumer behaviour. Their mobile behaviours could help signal the type of apps and services for phones that Western marketers need to make available to keep consumers engaged.
GE is launching a weeklong content extravaganza called #DRONEWEEK by using live-streaming app Periscope to show its breadth of its scientific and industrial capabilities. They’re using these fun and relevant technologies in order to help tell its story and give people a drone’s eye view of some of its less accessible facilities. The dronecast will be on @GeneralElectric, with simultaneous interviews and commentary happening on @GEDronePilot to encourage real-time engagement from the audience. GE hopes to make this an annual event if they can scale it, as well as create some beautiful content for its future foundation.
In GE’s case, they’re giving the audience visibility of things they’re not normally able to see, but that has a big impact on their lives. For other brands, we can think about how to give consumers an inside-peek into what goes on inside the company and their manufacturing process by using relevant and engaging technology. We know that trust is critical in establishing long-lasting customer relationships, so experiments like this help to scale authentic communication.
The Mobile World Congress opened in Shanghai yesterday and one of the big themes is that mobile in Asia is driving innovation more than the West realises. Speakers pointed to the mobile-first tendency in Asian countries with both developed and emerging markets in the region skipping desktop connectivity in favour of mobile.
Among some of the highlights, Thinfilm revealed their ‘Smart Wine Bottle’ which features a printable electronic tab aimed to curb counterfeit wines. An interesting piece of technology for the alcohol industry, and also for BAT looking to fight the rise of counterfeit products sold, especially in markets where Plain Packaging is having a large impact on this issue.
Huawei ran a friendly mini-golf competition using clubs with a smart attachment that gives you the stats on your swing. We see how smart technologies are expanding to the clothes we wear, the equipment we use, all in line with the trend of consumers desire for ‘the optimised self’.
We've always been greeted with "Oh nice name, but why Capsicum?" So here's the story:
When we started, we found most of the stuff on the internet like Onions. Visually unpleasant, bad copy, horribly executed and it made the users cry. That's where we come in. When you add Capsicum to the recipe, it neutralizes the impact of Sulfuric acid and won't make you cry.
Got it? We'll make sure neither your client nor you cry after working with us. :-)