Acceptance of diversity is part of our society in Australia and Australians do diversity really well when it comes to opening doors to migrants from across borders and helping them build their future here. After all, close to 47% of our population were born overseas or have a parent born overseas, of which, approximately 25% of our overall Australian population are from Asian cultures. This is just a conservative estimation while we await Census 2016 figures.
I moved to Australia in February this year. The first thing I did after getting off the plane is asking the airport security if there is an app people use to book cabs. The security guy was slightly puzzled and said, “Well I guess there are, but there are taxis waiting over there. You don’t need an app.” So I asked him to recommend a few to me anyway for future reference but he couldn’t think of any. However he was kind enough to give me a number to call.
This came as a shock to me. Back in Beijing, calling for a taxi is virtually non-existent. Even my grandpa has a Didi or Uber app. I then turned to my most trusted source of information center, WeChat and Weibo, to get to the bottom of this mystery. After posting a question within the day, I got all the information I needed regarding the best apps and websites.
Mid-autumn day is the second most important Chinese festival after the Lunar New Year. It is a time for family and friends to get together. It is also a time when people do a lot of shopping!
Today I will share with you a story of how a white collar Chinese guy seized the opportunity and made 10,000 AUD on mid autumn’s day. Did I mention that he did this just through WeChat?
For many, India is a scary place. The sheer thought of undertaking any type of business with India would be worrying because of the challenges, uncertainties and the very real possibility that you might end up with a raw deal of high-cost, low-quality output.
In fact, Mark Thirwell, Chief Economist of Austrade, while speaking in Mumbai, said that if Australian companies were asked to list the new and exciting markets to do business in, India would invariably feature among the top five. He also remarked that Australian companies would rank India among the top five countries that were the most business-unfriendly! It’s unsurprising then that the gap between expectation and outcome is what would worry foreign investors.
Programmatic media buying is a term thrown around a lot among digital and other media agencies. It is referred to as the future of online advertising; primarily because it will digitalize all media advertisement buying processes in the near future. A demand for automation of the buying, booking and tracking process for ad placements led to Programmatic Buying (PB) becoming a reality. PB automates the complete buying process and displays ads to users in less than a 100 milliseconds.
For example, Kellogg’s, in the US, was able to improve efficiency of its marketing spend and make sure that they delivered the right message to the right people. This resulted in an increase in the viewability of their ads from 56% to upwards of 70% during the year. Kellogg’s agreed that PB is an efficient and effective way to engage with their consumers. L’Oreal had a similar experience. PB helped L’Oreal double their revenue, achieving over 2,200% return on ad spend and increased web traffic. These case studies showcase the importance of PB for the future of media digitization.
No doubt, in the past year you’ve heard at least one person make the grand statement “We’re living in a digital world now!” As far as we can see, they’re not wrong.
In our daily work here at MCX we have certainly observed and experienced the shift in behaviour of multicultural audiences from physical to digital. Chinese Smartphone owners are spending over 3 hours a day online via their mobile device. Chinese social media platform of choice WeChat has over 697 million users in China and over 1.5 million in Australia. In India, the forecasted mobile phone internet user penetration in 2018 is over 44%, and Facebook is simply a way of life – all day, every day.
Chinese and South Asian audiences in Australia reflect the behaviour of their counterparts in their country of origin. Many of them are now migrating to Australia and further driving this rapid digital growth in the local market. So, if these audiences are living in a virtual world ruled mostly by their mobile device of choice, does the need for Experiential Marketing still exist?
Digital Disruption is no longer just a buzz word that describes the ascending age of technology and how it is disrupting the way business is done. Digital disruption is now a term that describes the environment in which today’s businesses function. It is not only about changing technology, but also about the pace at which technology is leaping forward and its impact on everything around it – from consumer behaviour to business strategy. It is now a reality that can become a business tool for growth, if leveraged strategically. One-third of the Australian economy faces imminent and substantial disruption by digital technologies and business models… .
Do you have an active presence on WeChat that doesn’t seem to be working? Are you posting WeChat articles that are not effectively reaching the Chinese audience? Is having a WeChat subscription account enough to target Chinese audiences? A new age has dawned! Digital marketing for the Chinese audience has been changing while the world tries to catch up. Today, social video marketing (SVM) dominates the WeChat platform, like never before. SVM has always been a component of an integrated marketing communications plan, designed to increase audience engagement through social activity around a given video. It is now more important than ever to have authentic, raw and “live” video content for any campaign to be successful among the Chinese audience group.