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: