Credibility Rules When Marketing in China
Often, when building a go-to-market strategy in other countries, companies adopt a “do as the Romans do” approach. Through our work with our B2B clients in Asia, specifically China, however, we have discovered that being an import is more powerful than looking homegrown.
For China, the economic, political and social climates revolve around trust, and more specifically – a lack of it. China has mastered the craft of knock-off brands and, because most large-scale organizations are government controlled, citizens are distrustful of Chinese companies and the marketing used to reach them.
On the [More...]
Do you remember how much you learned from an executive’s latest business update or Town Hall? Did you take time to read about the new initiatives kicking off in the company’s quarterly newsletter? Or maybe you rely on the intranet for its engaging articles?
. . . crickets . . .
That’s what I thought. You probably missed the Town Hall because of some other critical meeting, the newsletter is lost in the abyss of your inbox, and turns out those intranet articles are not all that engaging.
Internal communication has proven unsuccessful many times over and thus, makes new project or [More...]
“Why won’t she just do what I tell her to?” I moaned to my wife after finding my 5-year-old covered in tattoo marker. She looked like Mel Gibson from Braveheart for the better part of a week. The fact is I can’t tell my daughter to do anything. I constantly have to persuade her to do what I want and there always needs to be something in it for her.
Working with your customers and potential customers is a lot like the relationships you have with your kids. You can’t make them do anything. You need to persuade them why they [More...]
How many millions of Facebook fan pages out there for businesses exist? And, how many of those fan pages show a nice, shiny logo but lack photos and imagery that show their social side? Nearly all. After March 30, that will change. Well, let’s hope.
As this Fast Company article reminds us, timeline was created to tell someone’s life story. By March 30, all businesses will be required to upgrade to Facebook timeline. With this mandatory move, Facebook is making a clear statement to businesses about what [More...]
Recently, I streamed “Tablet Revolution,” a MediaPost conference via Online Media, Marketing and Advertising (OMMA), to better understand how trends in tablet marketing are evolving. I created a Storify so you can browse the Tweets that were posted live.
During the conference, I heard several references to living in a “post-PC digital era.” The surge in tablet purchasing growth is astounding (tablet shipments rose 210% in the 4Q of 2011). Big companies like Buick and Ford are producing [More...]
First, a quick confession. I was that kid in science class that always had his hand up asking questions three minutes before the period was over. You can imagine how popular I was on Friday afternoons at 3pm. Today, as an online marketer, I actually get paid to ask questions. In our website work at Fathom, my colleagues and I throw a lot of ideas at the wall and see what sticks. Some of our ideas are spot on while others fall flat.
The hard part is knowing which ideas are which. “In this game,” [More...]
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