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#CHINA – DIGITAL INNOVATION BEHIND THE GREAT FIREWALL

Guest Lecture at Brand University of Applied Sciences Hamburg

In Online Marketing and E-Commerce China has achieved the transition from a “copycat” to a true leader in innovation. Let us peek behind the great firewall and let us take a closer look at the technology giants. China is by now the biggest and most competitive online market in the world.

What are the biggest current trends and how are brands leveraging them? From a technology point it is all about mini programs which can be used for nearly endless use cases. Successful brands use them to offer more advanced customer services and generate sales via live streaming. These marketing tactics will soon be coming to the west, i.e. Apple recently announced to introduce a mini program like feature to their devices.

Public presentation at Brand University of Applied Sciences Hamburg
When? 15 July 2020, 7 p.m.
Where? Zoom

External guests are very welcome. You will receive the access link after a registration under guestlecture@brand-university.de.

The guest lecture is free of charge and will be held in English.
https://www.brand-university.de/event/oeffentlicher-gastvortrag-15-07-20-chinawechatting/

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From Content to Commerce: shoppable ads for influencers

Shoppable ads for influencers could boost e-commerce by removing the clicks and steps it takes to go from content to commerce, says Kamiu Lee.

“Introducing shoppable ads for influencers could provide a huge boost in e-commerce by removing the clicks and steps it takes to go from content to commerce. With each click needed to find the product, a brand loses a huge percentage of potential buyers, so the faster the path to purchase, the better.”

“Influencer-curated content with a direct-to-shoppable link is also likely to drive better engagement than shoppable ads directly from the brand. This is particularly true on social, where the consumer expects and enjoys having a personal connection with the content, not feeling as though it’s purely a brand selling its product.”

Source:

http://www.adweek.com/digital/kamiu-lee-activate-by-bloglovin-guest-post-shoppable-ads-influencer-marketing

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Tencent Dominates in China. Next Challenge Is Rest of the World

“The WeChat app has almost a billion users, and many of them use it all day. So why isn’t the company everywhere by now?” Asks Bloomberg.

“Tencent has also tried to expand globally the natural way, by introducing its products in different countries. But some of the very things that make it a juggernaut at home have handicapped it elsewhere. Design, for example: Chinese users have developed an affinity for complex bundles of features jammed into dense, supersized apps. In the U.S., where there are different streamlined apps for booking movie tickets, ordering meals, reading news, and so forth, it’s a much tougher sell.”

“Perhaps Tencent’s greatest hope for overseas expansion rests with the increasing number of its Chinese users moving or traveling abroad and carrying the gospel of WeChat with them.”

Read more.

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