Warc, 24 April 2014
BEIJING: Brands that deal effectively with Chinese
consumers' constant switching between devices can build bridges and enhance
user experiences in new ways, a report from a leading agency has argued.
The 2014 China Digital Playbook from Group M Interaction,
now available on Warc, predicted that most of China would be carrying a
smartphone by the end of 2014 and looking at it over 100 times a day.
But despite these numbers, brands were still failing to
allocate their money accordingly – only around 5% of digital budgets went to
mobile as they persisted with PC-based ad-buying styles. Further, they should
be considering tablets and preparing themselves for the potential uptake of
wearables, the report said.
A plethora of devices – smartphones, tablets, PCs, TVs and
outdoor – with consumers constantly shifting between them, meant campaign
tracking and analysis was difficult, but progress was being made as leading
platforms such as Tencent better organised their data and encouraged standard
log-ins.
In addition, logged-in users of video sites such as Youku
could switch from PC to mobile (and back) mid-stream without losing their place
in the viewing experience. Consequently, advertisers were better able to
measure reach and control frequency across devices.
But rather than expect all the various issues surrounding
cross-screen campaigns and tracking to be suddenly resolved, Group M advised
"a simple housecleaning item: check out and clean up the digital content
you have in place."
Primarily that entailed understanding at first-hand what the
consumer journey was like on brand sites across the various devices.
It was all too easy, the report suggested, to spend heavily
to attract customers only to then lose them through "carelessly
overlooking the cracks that emerge in our many-device world".
The good news, however, was that brands could "position
themselves in the interstices, bridging physical-digital, TV-digital, and
digital-digital device connections".
Ultimately, said GroupM, brand marketers needed to be as
digital-centric and as passionate about the internet as their Chinese
consumers.
Data sourced from GroupM Interaction; additional content by
Warc staff
No comments:
Post a Comment