Digital Luxury - How Cartier is leveraging China’s millennials with WeChat

Due to a slower economic growth rate, anti-corruption campaigns, more people travelling abroad to shop and the explosion of overseas goods-purchasing agencies, the China luxury market has languished in recent years. However, the market picked up slightly in 2016, with millennials touted as a new source of growth for luxury brands. According to Xinhua net news, 56% of China's millennials are from high-income backgrounds and expect to earn an... continue reading

How can brands build trust across all channels in a fragmented news environment?

Looking at brand perceptions on social media vs traditional media While we can all acknowledge that there are many hard lessons to be learned from 2016, from a Marketer’s standpoint, one in particular stands out for me. The nature of traditional media and social media becoming two contrasting superpowers that must be wielded with collaboration and caution. The recent US presidential election may have the most lopsided traditional media vs social... continue reading

Why you should never assume your audience is ready to buy

What do today’s B2B customers want? Research reveals that 88% of B2B marketers have used content marketing to reach their target audience this year, but only 30% rate their efforts as effective. So what is lacking in the approach of 70% of these marketers? There is no doubt that the B2B marketplace is more crowded than ever, and it is getting increasingly difficult to cut through the noise and engage your target audience with quality content.... continue reading

How public relations will strengthen your content marketing

Despite still being relatively new to the marketing world, content marketing has grown to become the norm for a lot of organisations. By now we know that content marketing is more than just content production. There’s strategy to help inform what we produce, and why we produce it. Our audience team makes sure our content reaches and engages with the right people. We use analytics to monitor and report on the published content so we can further... continue reading

Content with ROI: How one Wechat article made a brand $1M in 36 hours

No one’s immune to the charms of great content. We’ve all been there: How many of us can say we’ve never been tempted to splurge on something we didn’t strictly need because the content made it so appealing? What if there were fewer barriers between content and checkout, so you didn’t have time to think twice and delay the gratification of an impulse purchase? Maybe you’d now be $2000 poorer and the proud owner of a DJI Mavic drone. That Youtube... continue reading

China’s Internet user reaches 731 million, equals the entire population of Europe

According to a statement by China Internet Network Information Centre (CNNIC) released at the end of January 2017, China’s online population reached 731 million, up 6.2% from the end of December 2015. There are now more Chinese netizens than the entire population of Europe. Not only does China have the world’s largest online population - 53.2% of Chinese people are online – it also has the highest average global internet penetration... continue reading

The changing face of communications

The passing of notes in school was always fraught with danger, but was the most effective way to getting a timely (although rarely important) message to a peer. Unfortunately, it’s not that simple for an organisation. Communications is changing and more challenging, and there are a few key aspects we need to be aware of to have success in finding our voice in 2017. The speed of dissemination Whether it was a nightly ritual in front of the 6... continue reading

2016 Double 11: Global brands focus on the world biggest online shopping day in China

A week before November 11, 2016, on Wechat(the most popular social media/ messaging app in Asia)articles that mentioned “Double 11” (aka “Singles Day Promotion”) already exceeded 41,000 within that week according to Isentia’s social listening reports. During last year’s event, Chinese consumers spent a record 91.2bn yuan (USD$14.3bn, AUD$17.5bn) online during the 24 hours of Singles Day, more than double compared with American consumers’... continue reading

Important social insights for the entertainment industry

There’s no business like show business. With its wide and active fan base, and diverse opinions, entertainment companies have the ability to rack up thousands or even millions of social media engagements, turning them into actionable insights and linking to revenue. But how can they do it? Social insights play an important role to most businesses today, but more significantly to the fast-growing and constant-changing entertainment industry.... continue reading

From edible nail polish to scented sunscreen: The KFC approach

From finger lickin’ good food to finger lickin’ brilliant marketing campaigns, KFC has proven it has much more to offer to marketers than fried chicken. The international fast-food brand has the knack for performing outside-the-box stunts which garner international media coverage, reaching millions of potential consumers around the world without an enormous advertising budget. In August, the international fast-food chain... continue reading

SEO: In-house, or outsource?

Companies big and small know the significance of improving online visibility and reach, specifically keeping up with trends and the latest online marketing techniques. However, there is always room for improvement when it comes to setting and achieving SEO goals. Many businesses are still unsure when deciding whether to outsource or keep services in-house. It’s a common dilemma, particularly when implementing a search engine optimisation... continue reading

How to secure your Facebook business page

As technology develops, cyber offenders are also keeping up with the latest tricks and workarounds to succeed. The cost of cybercrime continues to grow, with a report from Juniper Research predicting  a $2 trillion bill by 2019. Hacking, stealing personal data, cyberbullying and more are rampant on social channels in particular. While most may think only personal data is at risk, your Facebook business page is also vulnerable to hacking.... continue reading

Four things social listening and data analytics have in common

Social listening provides valuable insights into your customers’ online behaviour. Thanks to recent advances in technology, getting to know your customers' habits and activities is easier than ever. Where once companies relied on information extrapolated from surveys, digital data analysis now enables us to look at vast amounts of information in very close detail. Marketers can access digital reports in real-time that include information relating to... continue reading

CSR may paint a pretty picture – but it gets real results too

Corporate Social Performance (CSP) – aka Corporate Social Responsibility – can often be swept under the rug in favour of more traditional money-making activities. However, zero efforts can be as strong a brand marker as a $1 million investment. So which end of the spectrum would you prefer to be closer to? Here are three reasons why your organisation can benefit from a strong Corporate Social Performance strategy.   “We will... continue reading

Keeping up with SEO trends: Schema markup and unique content

For many years, businesses have acknowledged the importance of Search Engine Optimisation (SEO) to boost online visibility, but this tactic has gone through rapid changes just to keep up with search engines’ constant algorithm updates. Some SEO moves from the past may not be suitable for today’s strategy - including link building activities, keyword stuffing and ‘abusing’ the anchor text. These techniques from the past are... continue reading

Why you need inbound marketing

When it comes to marketing, businesses have traditionally focused on broadcasting messages through costly mediums such as television, cold-calling and mass-scale direct mail. Today, inbound marketing is fast becoming integral for marketing strategies both for B2B and B2C businesses. Inbound marketing is a highly effective way to attract prospects relevant to your business, with the added benefit of being budget-friendly. What is inbound... continue reading

​How to make your webinar a success

A successful webinar is one that contains uniquely fascinating content, is promoted astutely, and is positioned and distributed in the way best for you. This guide takes you through what is required to maximise the immense possibilities of a webinar. The rise of the webinar over the course of the past 10 years represents one of the most important evolutions in content marketing. It is a strategy central to any content campaign that aims to be... continue reading

How the YSL Star Clash became a hit

How the YSL Star Clash became a hit

How did YSL achieve widespread success with their Star Clash lipstick line? Download our social media insights to find out.

Learn More