It’s hard to believe that 2016 is already coming to a close. As we look forward to and begin to prepare for another exciting year filled with promise and opportunity, it can be helpful to have an idea of what things we can expect to occur over the coming months. If your 2017 plans include marketing to the Chinese consumer demographic, here are a few important things to keep in mind that will help you better prepare for a profitable new year.
A shift toward a more customer-centric and personalized approach.
Gone are the days when mass marketing to entire culture was effective. Over the past few years, there has been a noticeable shift toward a more personalized, customer-centric marketing approach that strategically targets smaller segments of each market. This allows marketing professionals to create a more relatable and therefore compelling message that speaks to the unique needs and preferences of each prospect. Expect 2017 to continue in this direction.
Content will continue to be king.
Chinese consumers – like most other consumer markets – are seeking to establish meaningful relationships with the brands with which they do business. This starts with and continues to be nurtured through the development and procurement of great content. If you want to reach, connect with and convert Chinese customers, you have to focus on consistently providing them with quality, interesting and varied content. How you deliver that content will also need to be adaptable and integrated so that it can be consumed on any device at any given moment.
The growth of M-Commerce.
More social media opportunity.
Social media isn’t just popular in North America. It’s absolutely astronomical amongst the Chinese population – both on the mainland of China as well as with Chinese consumers living elsewhere across the globe. Developing strategies to establish and strengthen your company’s presence on these popular social media networks and applications (like WeChat, Sina Weibo, Momo and Tencent QQ) will become absolutely essential if you are going to realize success in 2017.