Image via VCG.
The leading Chinese digital marketing agency Social Touch recently hosted a marketing conference in Shanghai that gathered industry experts from institutions such as IBM and Forrester to discuss the future of mobile social marketing in China.
Here are nine insightful takeaways from the meeting:
1. Learn to make better use of the ?Platisher?
A portmanteau combining the terms platform and publisher,?Platisher? refers to the type of online space that has the editorial authority to publish but sources content from consumers. In China, platforms such as WeChat?s official accounts and Toutiao fall into this category.
Social Touch recognized that ?Platisher? is an important part of mobile social marketing that is decisive to any marketing campaign. However, the majority of brands today still overly rely on buying a large amount of advertising space on the platisher, which is an old-fashioned mindset that is obsolete in the fast-changing environment. Social Touch advises brands to make full use of the platform?s big data through conducting analytics to better understand their targeted consumers. 2. Don?t miss out on short videos
Short videos, which is expressive yet fragmented, will be the next opportunity for online marketing in China. The average time that Chinese online users spend on short videos each day was 68 minutes in 2016, according to data cited by Social Touch. Brands are still experimenting with the use of short video to present their stories. That cou...