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5 Star Plus Retail Design Insights: Creating Experience Online

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On September 10, our Shanghai Client Manager, Samantha Chalmers, gave a talk on creating more online experiences for B2B brands. The webinar was a collaboration with AdChina.io and was organized by them. Her presentation shed light on the changing needs of Chinese consumers as they recover from the effects of COVID-19. It then took a look at different digital marketing strategies and how they can be applied for B2B companies. Later, she touched on the overall outlook for these methods moving forward.

While looking at the Chinese market, it’s important to understand exactly how the needs of consumers has changed in the past 9 months, as well as, the transformation of the digital market in China. Being one of the most digitally competent markets in the world, it’s no surprise that China would experience further acceleration into a digital economy. Despite being more digitally focused, consumer experience is still highly valuable to consumers.
Marketing must provide experience to consumers. The three pillars of success for marketing are:
1. Personalization
2. Experience
3. Storytelling
Samantha addressed three different digital marketing methods that help B2B brands achieve the three pillars of success.

Personalization

The first digital marketing method focuses on personalization, specifically by use of VIP consultants. This method allows VIP consultants to create a WeChat group or personal chat to connect with potential clients. Most contacts that the VIP consultant connects with comes from within their personal network. They can then utilize the group to send daily messages, promotions, answer questions, and arrange personal appointments with Clients offline or online. This method can be enhanced with the assistance of WeChat for work.

Experience

Experience is an important part of creating engagement with a brand. Virtual experience allows consumers to do so in a unique way. In fact, 95% of Chinese consumers have interacted with VR technology in the past month alone.

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This format allows the consumer to enter a virtual showroom or exhibition stand and interact with the products by virtually picking them up, reading about product information, or even exploring the components inside the product itself. Live engagement features such as a chat room, or video conference can allow a brand to host a virtual event in a whole new way.

Storytelling

Live commerce was something that brands started to work with more during this time. This method allows a brand to live stream on multiple platforms to enhance their marketing by showing consumers a different side to their brand. This method can take shape in many forms, and the actual use and strategy is dependent on the goals of the brand.

Live commerce formats can be set up in various different formats. These live-stream sessions can be hosted by a KOL, showcase an event, feature a Q&A or panel discussion, or even take place in the form of a webinar and tradeshow event. Regardless of the format, this method enables the brand to express their brand story and values, showcase in-depth information about a product, and creates direct interaction and engagement allowing consumers to directly connect with the brand and other sales methods.

Benefit for B2B Brands

A major challenge for many B2B brands is understanding exactly how digital marketing can be valuable to them. Many B2B brands question if their efforts will actually show a return on investment. Some may think that they won’t be able to reach their target consumers as effectively through digital channels of marketing. While offline marketing is still highly important for B2B brands, studies indicate that digital marketing does in fact create a positive ROI for their efforts.
Digital marketing for B2B brands will continue to evolve over time. While the true benefits are not fully known, there is no doubt that improving digital marketing channels will help brands to enhance their overall omni-channel strategy resulting in increased sales.

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Image Source: 5 Star Plus Rretail Design 

Image Source: Digital Commerce 360

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