Once upon a time (well, actually just about ten years ago), YouTube was the go-to home for rich media, and it largely consisted of video, Java, audio, and vector graphics. The phrase ‘rich media’ was not yet widely known or used, but its potential had already begun to catch the eye of marketers and advertisers.
Fast forward to today and rich media as we know it – like Pokémon – has evolved. It is travelling all over the nooks and crannies of the interwebs in a quest for bigger and better things. Like selfies, rich media has found a comfortable new home on social media and it is there that is screaming for attention to all who are willing to listen.
Yes, I know Valentine’s Day has come and gone but I promise this blog is not about actual love. Those who consider the prospect of finding the perfect present a challenge should be glad they don’t live in China – which has not one, not two, not three… but FOUR love-centred holidays that come with the expectation of gifts. Whether you love or hate these traditions, brands are embracing the notion of love in marketing and reaping the rewards. Why? Because love means big business!
Let me break it down.
While the term Little Red Book in China may previously have brought Chairman Mao’s book of the same name to mind, today’s Chinese may associate it with something altogether different.
Little Red Book – the go-to online retailer for overseas luxury goods
Little Red Book – Xiao Hong Shu in Chinese – is an app that has attracted over 17 million consumers and $200 million in annual merchandise sales in just 3 years. Things don’t look to be slowing down, with the company recently having raised $120 million from major investors such as TenCent and ZhenFund.
Lunar New Year is one of the busiest times for MultiConnexions (MCX), as there is often a flurry of work as our clients seek to target audiences of Chinese and other Asian backgrounds during a time when they are very receptive to positive messages.
The 2017 Lunar New Year was one of the most memorable for me, as I was heavily involved with the research and implementation of activations and events for our clients, Medibank and Telstra. It was also memorable as recently I had started to embrace Chinese culture more, starting to learn Mandarin at University of Sydney, as well as trying more Chinese cuisine (hotpot being a new favourite).
Australia’s multicultural environment is no secret, and marketers cannot afford to ignore the spending power of ‘new audience’ Diasporas.
This Festive Season, connect with ‘new audience’ Diasporas and tap into their enormous marketing potential by tying in with cultural festivities.
Multicultural audience events are intrinsic to the life of every migrant in Australia, along with their children and their children’s children. Whether you speak a language other than English, were born overseas or have ancestral roots in another country – the link to culture is one that continues to thrive (no matter how long you’ve lived in Australia). Using cultural insights to effectively engage with these audiences, at the grass-root level, can be the difference between simply reaching them, versus giving them a reason to believe in your brand or product.
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.
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… .
By Mansi Saxena
This weekend, spend an evening at the Sydney Opera House and observe the people around you.
You can’t miss it; it’s a sea of different faces. Chinese, Indians, Koreans, Vietnamese, Pakistanis walking by in families, couples, young student groups. It’s fascinating to see so many different cultures within your camera frame at the backdrop of an Australian landmark. That’s the beauty of Australia, the friendly multicultural shore!
Tourism in Australia is a reflection of this multiculturalism. Over 6.6 million visitors arrived in Australia for the year ending May 2013, marking an 8.2% growth over the same period the previous year.
Much like any country has their iconic festivals — La Tomatina Festival in Spain, Oktoberfest in Germany or even The Carnival in Rio, India has Holi — the closest we Indians come to having a raucous public party. As this colourful and exuberant festival nears in 2013, we’ve compiled a list of top five interesting facts to get you up to speed: