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,#,content:,Digital to new touchpoints,How to thrive in a wechat world,Social syncs with reality,Resistance to the digital lifestyle,content:Digital to new touchpo,content:,Digital to new touchpoints,How to thrive in a wechat world,Social syncs with reality,Resistance to the digital lifestyle,content:Digital to new touchpo,One common sayingused by most digital marketers is,“digital is everything,but not everything is digital”,One common sayingused by most,But we arent most digital marketers.,In 2014,“digital is everything,but not,everything can be digital,”,But we arent most digital ma,In 2014,brands will discover more innovative ways to merge real-life touchpoints with digital,5,k,ias interactive TV commercial,use your mobile phone as a tennis racket and return the serve of the worlds fastest server;practice your timing on online campaign site,when digital meets traditional TV,In 2014,brands will discover,In 2014,brands will discover more innovative ways to merge real-life touchpoints with digital,6,coca-cola live tweet TVc,television commercial that displayed the live tweets of people tweeting each other to have a meal together with the hashtag#letseattogether,when digital meets traditional TV,In 2014,brands will discover,In 2014,brands will discover more innovative ways to merge real-life touchpoints with digital,7,when digital meets traditional events/outdoor,asics run with me,billboards identified runners wearing RFID chips and played personalized videos to cheer them on,In 2014,brands will discover,And previously static marketing channels will become dynamic brand experiences,8,when digital meets traditional print,ikeas augmented reality app,use your mobile phone to see how the ikea furniture will look inside your home try before you buy,And previously static marketin,And previously static marketing channels will become dynamic brand experiences,9,when digital meets traditional outdoor,nike holocube,allowing consumers to experience the flexibility of the nike free 5.0 sneaker in an outdoor ad,And previously static marketin,content:,Digital to new touchpoints,How to thrive in a wechat world,Social syncs with reality,Resistance to the digital lifestyle,content:Digital to new touchpo,in china,the mobile screen is becoming the most dominant form of internet access,11,n,ew internet users in china are no longer dominated by desktops and laptops,but by mobile devices,Desktop,Laptop,M,obile,2013 New Internet Users by Device,in china,the mobile screen is,But Mobile browser usage is quickly becoming obsolete,and being replaced by app usage,12,c,onsumers now prefer specialized apps over mobile browser usage especially with social media,h,owever,research also shows low activation and retention of apps in china,Source:iResearch,Text Message,Phone Call,Web Browser,App,Pre-Installed Service,But Mobile browser usage is qu,Phone call and text message usage are also declining,while wechat is on the rise,13,wechat is the dominant communication and social hub of mobile devices in china,Source:iResearch,2012(Minutes),2013(Minutes),Average Time Spent Per Person Per Session,Phone,Text,WeChat,Phone,Text,WeChat,Phone call and text message us,the rise of wechat-optimization,3 ways to thrive&cut through the clutter,:,Upgrade the experience,Personalize the service,Provide the information,the rise of wechat-optimizatio,When we see brands on wechat,this is what we usually get:,15,boring,irrelevant,&typical,Upgrade the experience,When we see brands on wechat,wINNER:delivers experience of flipping through a real catalog,16,interesting,intuitive,&innovative,Upgrade the experience,wINNER:delivers experience of,Nike wechat:using digital technology to create your own real shoe,17,s,nap a photo to create a personalized nike,f,ree 5.0 shoe(based on the colors in your photo)and receive a code to order your creation online,Personalize the service,Nike wechat:using digital tec,Nike running club wechat:find your own real running club&routes,18,Personalize the service,driving e-commerce traffic/purchase,:,product match,channel traffic,to,e-commerce,leveraging ugc data:,recommend nike,+users most shared/popular running routes,publishing professional info,:,national,level marathon coach guide,different,training plans for runners of all skill levels,pre-marathon,training guide,Nike running club wechat:find,Nike running club wechat:,find your own real running club&routes,19,Personalize the service,interacting,with,fans,&,o2o:,upload,picture&running goal to get limited poster,create,running clubs online;run together offline,driving traffic,to,app downloads,:,recommendations,for,nike,apps such,as:,nike,+,running,n,tc,nike,+,sportwatch gps,Nike running club wechat:find,Nike wechat:find your own running club,20,Driving E-C Traffic/Purchase:,Product Match,Channel Traffic to E-C,Leveraging UGC Data:,Recommend Nike+users most shared/popular running routes,Publishing Professional Info:,National level marathon coach guide,Different training plans for runne