With almost a 100% return on Alibaba and Tencent for the year 2016 it becomes abundantly clear their destinations were drawn up with no early pressure of an earnings economy and on a blank virgin canvas.
Both companies own almost exclusively every product discovery channel the consumer would come into contact with. The journey is so sophisticated that there is ample time to convince the customer of an impulse buy prior to fulfillment
Entire ecosystems are in place to lead, feed and nurture potential customers. Social media, user generated content, an enthusiastic audience all can lead directly to a purchase. The integration and marketing is quite elegant to consume from a user centric design and digital marketing perspective.
Amazon, famously Apple and others have attempted to corral customers in silo-ed spaces to no avail. The US digital customers have emerged from the product democracy world; curated and tailored experiences face a hard climb to adopt. The technology uphill climb, regulation and integration partners….it remain very hard to change. Some have tried.
Instead of changing, we advise and prepare our clients to adapt – we recommend loading up on the customer facing end with digital strategy and custom digital marketing solutions, social media and others. We prescribe a smart spend strategy with a healthy balance of earned, owned and paid media.
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