Silver bullet solutions. In marketing, we see it all the time. Agencies promising to deliver the world; thousands of followers, mind blowing ROI and knock-your-socks-off revenue outcomes. Essentially these snake oil peddlers promise the world and then deliver very little, claiming intangible outcomes such as ‘brand awareness’ for your finite marketing spend. With the massive interest in accessing the world’s largest market of 1.38 billion people in China, the snake oil peddlers are rife.
Creating a successful campaign for the China market goes beyond finding a service provider who can facilitate access into Chinese marketing channels. The challenges are significant including language, geography, technology and beyond. Many agencies offer to take care of your creative and marketing channels, however many omit the critical elements of the marketing process. They get so caught up drinking their own champagne they forget that marketing in China must still honour the principles of the profession; targeting, relevance, integration and trust.
The common mistakes we are seeing China Marketing include:
Marketing has its own unique set of vocab (not to mention hundreds of acronyms!). Like an Amway consultant chasing diamond status, Marketers are hungry for learning and are passionate about using the latest methodologies to provide competitive advantage.
Assess how ‘across it’ you are by seeing how many of these terms you can accurately describe:
Finding effective marketing tools can make the difference between ok and awesome. Mar-Tech has disrupted and thankfully eliminated many technical tasks from our to-do list. It has put the marketing team firmly back in charge of their own destiny after spending many years at the mercy of the IT department’s priorities (or lack thereof). Enterprise systems are significant investments, making them out of reach for the average marketer.
When you need to Pink Floyd and ‘Run like the wind’ there are many great free and low cost Apps and tools that can make your life easier. Add these to your tech stack and you’ll find yourself humming along.