MARKETING-INTERACTIVE is the return of live events, the elimination of cookies, the integration of AI in marketing, new devices, global sporting events and weekend shopping trips to mainland China.
Held on June 26th at the Hong Kong Ocean Park Marriott Hotel, 28 speakers will offer their insights and experiences on content strategy on topics such as content and commerce integration, cross-border marketing, and the use of AI in content creation. Share.
One of the speakers will be Ruud Liu (pictured), Head of Marketing for Greater China at Go City, who will discuss the topic of localizing content for brands targeting audiences in Hong Kong and mainland China. He manages end-to-end marketing and sales activities for his Go City across the region, including e-commerce operations, social media marketing, advertising, creative, PR, events, strategic partnership development, and affiliate marketing. I am conducting.
After three years of enduring a pandemic, brands are having to develop survival strategies and adapt to the evolving demands of a new era.
In a conversation with MARKETING-INTERACTIVE, Liu said his team has localized a series of content featuring overseas tourist attractions, including “city walks” and “Special Forces-style trips” (Special military type trip), making it more attractive and approachable for Chinese users. Following this localization, the team contextualizes these concepts into recommended itineraries within Go City's social media posts.
Liu emphasized that for effective audience engagement in China, brand marketers need to actively view and interact with social content on major platforms in China. Additionally, you may want to consider implementing a social listening mechanism to stay up-to-date on customer trends.
Marketing Interactive: When you joined Go City last year as head of marketing for Greater China, what were the challenges? How did you make the vast amount of content featuring international attractions more accessible to Chinese users? Have you “localized” it?
The initial challenge is to establish standard operating procedures (SOPs) for effective marketing operations and a modern marketing channel mix with multinational team members outside China and partners within China in the post-corona business environment. is.
Go City's localization principles are customer-centric, resonating with current key social contexts on top social platforms, as well as blending the beauty of attraction and the benefits of our pass products with the international travel patterns of our target users. Masu.
For example, we identify two common travel patterns relevant to pass use cases: “city walking” and “special forces travel” and contextualize these concepts into recommended itineraries in social posts.
Marketing Interactive: How can you build stronger relationships with key account managers on social media platforms? What solutions do they offer that are important for marketing teams looking to improve marketing performance on Chinese social platforms? what?
The basic logic of managing business relationships between Chinese platforms and international media such as Google and Meta is almost the same.
First, we need to align our business goals with those of our platform partners. Next, discuss a cross-collaborative approach with a clear profit and loss mindset (a way for all employees, managers, and stakeholders to understand how their actions and decisions impact the bottom line of the business). Masu.). An essential value for key account managers on social platforms is the Express Censorship Channel, which allows social posts to pass through this phase faster than usual.
Other values include free user traffic, the latest industry insights, and learning effective operational approaches.
Marketing-Interactive: What advice would you give to Hong Kong brands looking to capture the attention of their target mainland Chinese tourists?
First, brand marketers need to view and engage with social content on major platforms in China as their target audience.
Next, you need to build a social listening mechanism to understand the latest trends from your customers and key companies, in the form of quantified or factual information.
Third, marketers need to communicate with various stakeholders such as customer representatives, third-party research agencies, supply-side or purchase-side partners and their own industry in the Chinese market to keep updated on industry practices and knowledge. You need to build a network.
Finally, if conditions permit, we may actively participate in ongoing hot social topics, such as industry shopping festivals or traditional Chinese holiday celebrations such as snatching red envelopes for Lunar New Year. .
Taking place on June 26th, Content360 Hong Kong is a two-daily stream extravaganza with the theme of “Content that captivates.” Join fellow marketers to learn about his AI in content creation, content and commerce integration, cross-border targeting, and discover his recipe for success in the world of content marketing.
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