Published on February 13, 2014
Konrad Markham Digital Marketing Expert for the Fast Moving Consumer Goods Industry
Integrated Marketing and the Chinese Wine Industry
Western Ideology Wine knowledge passed on from one generation to another Chinese Ideology Lacking wine knowledge and looking for guidance and education – thirst for knowledge to save face
Source & Type of Wine Information • Internet is the main channel • Social Media emerging as a new source of information
Don’t clutter your webpage with information Preference for short text in Mandarin with images and videos Want information on food and wine matching and wine type/style and region Information on how the wine is made and the producer is not relevant
Recommendations • The right Digital Marketing & Social Media strategy will be dependent on your: • Business & Sales Objectives. • Marketing Objectives: • Customer Acquisition • Awareness/ Branding • Retention/ Engagement • Market Research • Customer Service • Target Audience. • Technology – Mobile, Video • Budget, Key Measures of Success, ROI Timeframe. • Resources available here and on the ground in China.
Recommendations • Design Marketing activities to have an inherently social motivation to spur broader engagement. • Types of Content • Rewards/Promotion. • Utility/ Education. • Gamification. • Celebrity Endorsement • TV shows/ movie • Yao Ming Family Wines
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