Digital China: Working with Bloggers, Influencers and KOLs PDF Download

Author: Ashley Dudarenok
Publisher: Alarice International Limited
ISBN:
Category : Business & Economics
Languages : en
Pages : 166

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Book Description
Want to know more about influencer marketing in the world’s largest and fastest growing online market? This is the second book in our series guiding you through China’s digital space. China is one of the most attractive markets in the world and collaborating with bloggers, KOLs and influencers is essential if you want to find a place in the consumer’s heart. Don’t know where to start? This book will help newcomers and experienced marketers alike gain insight and take action. You’ll learn about: The Most Influential KOL Platforms and How They WorkHow to Find and Select the Right Influencer for YouThe Ins and Outs of Effective KOL CampaignsKOLs in action: Revealing Case Studies If you need a clearer understanding of one of the most dynamic marketing areas in China, this book is for you. Over her 12 year marketing career in China and Hong Kong, serial entrepreneur Ashley has plenty of social media savvy to share. As a writer and former influencer with 400,000 fans on Chinese social media, Lauren Hallanan has firsthand experience and valuable insider knowledge. Together, they deliver actionable tips and key insights into the world of influencers and opinion leaders in China.

Author: Ashley Dudarenok
Publisher: Alarice International Limited
ISBN:
Category : Business & Economics
Languages : en
Pages : 95

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Book Description
This book is a must-have for anyone who’s working with Chinese social media or planning to enter China. It’s packed with the latest information, actionable insights and strategies for marketers to make the most of WeChat and Weibo. You’ll learn about Chinese consumers, WeChat and Weibo working models and the outlook for digital trends in customer relationship management, artificial intelligence and what kind of changes ‘New Retail’ will bring. What Every Marketer Needs to Know about ChinaHow Your Business Can Harness Chinese Social MediaWeChat: China’s Operating SystemWeibo: China’s Online HotspotThe Future: Get Ready for New Retail Whether you want to enter the market for the first time, expand your presence in China or provide services to Chinese tourists abroad, “Unlocking the World’s Largest E-market” offers practical advice about selling on Chinese social media from someone who has seen the transformation in China’s online world firsthand.

Author: Ashley Dudarenok
Publisher: Alarice International Limited
ISBN: 0692041915
Category : Business & Economics
Languages : en
Pages : 227

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Book Description
Alibaba, JD.com, Tencent and a growing group of innovative brands, retailers and digital pioneers, fueled by the demands of the most spoiled consumers in the world have spurred a retail renaissance and plotted a course for the future of retail and consumption around the world. If you want to see the future of retail and commerce, read this book, and then, if you can, spend a week shopping in Shanghai. “ The gravitational force of retail has moved east and industry executives that ignore this monumental shift do so at their peril. “New Retail” is a concise, no nonsense look into one of the most profound revolutions in retail history. Authors Dudarenok and Michael Zakkour provide a clear and well documented narrative on how companies like Alibaba, JD and Tencent are, quite literally, reinventing the modern concept of retail. ” Doug Stephens, Founder of Retail Prophet and Author of Reengineering Retail: The Future of Selling in a Post-Digital World

Author: Ashley Dudarenok
Publisher: Alarice International Limited
ISBN:
Category : Business & Economics
Languages : en
Pages : 49

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Book Description
This book is about marketing, communication, branding in China and how to be smart about it. The game is the same. It’s still about grabbing the right eyeballs but the playing field and your toolbox have changed dramatically. This book takes a deep look at some of today’s most powerful communication partners – small key opinion leaders and key opinion consumers. That’s micro-KOLs and KOCs for short. Once you understand who these influencers are and what they do, you’ll be able to leverage their talents to elevate your marketing game. You’ll also be able to create a significant splash without the high costs. Here’s an excerpt to give you a taste. “Social Media is at the Heart of China’s Daily Life Social media, especially WeChat and Weibo, play a huge role in daily life. In China, people can do everything from buying groceries and arranging for them to be delivered to paying their monthly bills through social media. The coronavirus crisis in China put social media and e-commerce in an even more central position in everyone’s life as people had to spend so much time indoors. Social media became their primary connection to friends, the best way to get necessities and a way to work with colleagues they couldn’t see in person. Everything in China is connected to social media and everything is social commerce in one way or another. This is where influencers and micro-KOLs live. You need to be there with them. You Need to Make Your Marketing Money Count Brands everywhere need to be smarter about how they use their marketing money. Some estimate that 30% or more of marketing budgets are wasted. That’s time and effort that isn’t yielding any tangible results. Spending money well and following a sound strategy are the cure. With small influencers, like micro and nano-KOLs and KOCs, their small fan bases makes it less likely that they’re hugely inflating their follower numbers by using bots and fake followers. KOLs that are in a rush to get recognition and bigger brand deals often pad their fan bases with shuijun (literally “water army”, fake followers) and game the system in other ways. Navigating through this minefield of artificial numbers to find legitimate influencers requires experience and technical tools. This is also why money spent on bloggers and livestreamers known for sales isn’t always the wisest investment. Stories of consistent, huge retail figures can be misleading. Influencers often sign agreements guaranteeing brands a certain amount of sales. Their service fee often matches this amount. On top of this, they receive a commission of around 20% on all sales. This seems like a great deal for brands as they have guaranteed sales to big audiences and are introduced to lots of new customers. What often happens in reality, however, is that bot accounts are used to create the “huge audience”, the blogger’s service fee is used to purchase the guaranteed sales amount and they later return a large portion of the purchases. The remaining products usually find their way to group buying or flash sales platforms. Unfortunately, these buyers aren’t likely to make repeat purchases and in the end there are losses in terms of sales, brand image and labor and there’s little exposure to real human customers. We predict that China will soon move toward a cost per engagement (CPE) model and leave behind the CPM model, which only measures views and can be easily manipulated. Brands also have to keep in mind that the costs for advertising and customer acquisition on China’s social media and digital platforms are high. They’re so high that even big international brands with deep pockets use KOLs and private pools in China. KOLs and Micro-KOLs Are a Direct Line to Your Target Audience Micro-KOLs are creative resources. Collaborate with them to come up with promotional concepts. Few people know the industry as well as they do and nobody knows better what will engage customers and fans. KOLs and micro-KOLs with real influence in China gain fans and followers because of their expertise, knowledge, skills, personality and content. There’s a shared interest that has brought their fans and followers on board. Cooking, fitness, being a parent, pet care, comedic musings on daily life, smartphones, organic food, sneakers, anime, beauty, fashion and cars are just some examples of the kinds of content that KOLs have created followings and communities around. Some micro-KOLs have built their small, dedicated followings around even more niche subtopics. This means that no matter what your product or service is, there’s an audience out there for it and there are influencers who are in touch with that audience. With the amount of spam and constant ads, these KOLs can help your brand cut through the noise and reach your audience. With advances in big data and AI and some social media marketing know-how, finding and selecting influencers who have the right audiences for you is achievable. REVIEWS “Ashley is a great connaisseuse of the newest and latest digital trends in Greater China. Her passion for the China market is contagious and she combines that passion with professionalism and on-the-ground knowledge in an unprecedented way.” Tiziana Tini, Professor at Glion Institute “Folke’s passionate entrepreneurial drive, unrestricted customer focus and personal commitment to his clients‘ missions are unique. His support in marketing and any other kind of business-related issues has not only pushed our successful start in the Chinese eCommerce business, but rather was a key enabler.” Falk Haarig, Paul Hewitt GmbH

Author: Mao Tse-Tung
Publisher: Read Books Ltd
ISBN: 1446545318
Category : Literary Collections
Languages : en
Pages : 192

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Book Description
Quotations from Chairman Mao Tse-Tung' is a volume of selected statements taken from the speeches and writings by Mao Mao Tse-Tung, published from 1964 to 1976. It was often printed in small editions that could be easily carried and that were bound in bright red covers, which led to its western moniker of the 'Little Red Book'. It is one of the most printed books in history, and will be of considerable value to those with an interest in Mao Tse-Tung and in the history of the Communist Party of China. The chapters of this book include: 'The Communist Party', 'Classes and Class Struggle', 'Socialism and Communism', 'The Correct Handling of Contradictions Among The People', 'War and Peace', 'Imperialism and All Reactionaries ad Paper Tigers', 'Dare to Struggle and Dare to Win', et cetera. We are republishing this antiquarian volume now complete with a new prefatory biography of Mao Tse-Tung.

Author: Elodie Gentina
Publisher: Emerald Group Publishing
ISBN: 1800432208
Category : Social Science
Languages : en
Pages : 260

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Book Description
The New Generation Z in Asia: Dynamics, Differences, Digitalization is the first book to compare the Asiatic Generation Z (born 1990–1995) in terms of country and culture specific drivers and characteristics based on interdisciplinary and international scientific research.

Author: Joel Backaler
Publisher: Springer
ISBN: 3319783963
Category : Business & Economics
Languages : en
Pages : 221

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Book Description
This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner. Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like. Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.

Author: Emi Moriuchi
Publisher: Emerald Group Publishing
ISBN: 1838671757
Category : Business & Economics
Languages : en
Pages : 160

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Book Description
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.

Author: Masaaki (Mike) Kotabe
Publisher: John Wiley & Sons
ISBN: 111988876X
Category : Business & Economics
Languages : en
Pages : 802

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Book Description
An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility

Author: Glyn Atwal
Publisher: Springer
ISBN: 1137547154
Category : Business & Economics
Languages : en
Pages : 263

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Book Description
This book provides an analysis of the luxury industry in two of the world’s biggest and evolving markets, and identifies and discusses the key issues and dynamics in transforming their luxury landscapes. By discussing the elements that are most likely to dominate boardroom agendas, the pragmatic implications for both strategic and marketing planning are made clear. Special emphasis is placed upon well-contemplated responses to luxury brand marketing challenges that executives are likely to face as they push their brands to adapt and thrive in these shifting markets.