Targeting Travelers Decision Journey in Mobile Digital Age


A good traveler has no fixed plans and is not intent on arriving.
Said Lao Tzu.

I personally love traveling and experiencing the culture in another corner of the planet; so do many other people in the world. In fact, 85% of travelers worldwide will sacrifice spending in other ways to fund travel plans according to the latest Tripadvisor survey. When they travel, 95% use various digital resources in the course of travel journeys according to a recent report from Boston Consulting Group (BCG). [Read more...]

Win Customers by Targeting the Decision Journey on Multiple Channels


This is going to sound crazy, but… from the moment I first set eyes on you I haven’t been able to stop thinking about you.
—Leigh Fallon, Carrier of the Mark

Whether or not you believe in love at first sight, you can never rely your business’ success on that for your customers. To win over your target audience and get them to finally open their wallet, you must understand the journey they go through before they “fall in love” with you. That journey is the customer decision journey to purchase.

When you develop your digital marketing strategies, it’s important to take each step of your target customer decision journey into consideration. [Read more...]

3 Tips to Increase Retail Sales with Mobile


I spoke last week at WTM Vision Shanghai conference and one retail store owner shared his concern that mobile may compete with and hurt his off-line retail business.

People are more comfortable shopping on mobile. Take China mobile market for example, the total mobile shopping transactions in the first quarter has an increase of 207% compared to the same period in the previous year. [Read more...]

How Chinese Communicates Digitally

Facebook, Twitter and WhatsApp are the most popular digital communication tools nowadays; but, not in China. So how does 618 million China internet users communicate? This post serves as an introduction for that.

QQ: Communications for both Personal and Business Use

Tencent’s success is built on their instant messenger, QQ. In China, it’s very widely used IM with about 800 million active users; between friends, among strangers, and for business purposes. [Read more...]

A Simplified Framework for Digital Marketing Strategy Development


Almost all digital marketing proposals include a strategy part which however is often represented by one simple slide and used more than once with little amendment.

A truly working strategy for each company is unique and developed after research, serious analysis and testing. It takes weeks or even months to develop a digital marketing strategy involving complex processes. If you are not experienced developing digital marketing strategy, let me share a simplified framework to help you get started.

Digital Marketing Strategy Definition

A digital marketing strategy is a well thought plan concentrating companies’ resources on the optimal digital channels and tactics in order to generate sales in a self-sustaining manner.

It should include both short-term and long-term plans integrating multiple digital channels, online and offline, to maximize a company’s return on investment. [Read more...]

How to Develop Facebook Contest Strategy


A Facebook contest often naturally comes to marketers’ mind, which can be launched in less than an hour. But, a lack of Facebook contest strategy may lead to poor results.

You may be surprised to know many businesses don’t have clear objective when launching a Facebook contest, many of which simply aim for more fans. You should always have a well defined objective and KPI for measuring the success of your contest at the very beginning of the planning process.

Audience demographics

It’s almost always among the first things to do in developing digital strategies for most digital channels. Without a thorough understanding and analysis of target demographic, the success of digital campaigns is left to chances. [Read more...]

B2B Online Success Secret Revealed

b2b secret

B2B businesses are conventionally harder to market than those selling to consumers, which especially requires strategic planning and phases of digital marketing tactics across channels.

A recent report by RAIN Group shed some light on  factors that separates B2B sales winners from their challengers; bringing something new and valuable to the table is the most important thing that top sales people do differently. [Read more...]

Why is Airbnb Likely to Fail in China?

Airbnb banner ad in China

I chanced upon this Airbnb banner ad in Google’s display network during my business trip in China last month. I clicked on this ad which led me to this landing page:

airbnb landing page

After viewing the landing page, I realized Airbnb is likely to fail in its attempt in expanding into Chinese market; let me tell you why. [Read more...]

What’s Coming at Facebook That Marketers Should Know

Facebook is to launch several premium ads products soon to provide brands more ways to advertise to its audience on Facebook, and changing the current Page design to timeline (by end March). This post briefly discusses the changes on Page and ads marketers should be aware.

Sponsored Story

Facebook Premium Ads

Previously (and right now), the sponsored story appear on the right-hand side. But, it will appear as a sponsored story on the right-hand side and it can also appear in news feed on both desktop and mobile. All of these placements are on Facebook’s homepage. [Read more...]

Why You Should Start Developing A Mobile Strategy

As mobile is showing its increasing power and popularity to marketers, many businesses are still hesitant building a mobile websites. It’s right not to jump to building a mobile website or app without having a proper strategy for mobile to be integrated into the overall digital roadmap; but, it’s essential for businesses to understand the importance and why they need to build content for mobile.

More Mobile Phones Users

Mobile Phone Users Penetration in Asia Pacific

Mobile Phone Users Penetration in Asia Pacific

eMarketer estimates over 2.1 billion people in Asia-Pacific will use a mobile phone at least monthly this year, representing over half the population of the region.

Mobile Phone Penetration

Mobile Phone Penetration Worldwide

Mobile internet penetration is expected to rise to 42.1% of mobile users in the region by 2015. And for many of these users, mobile is the first screen for internet access.

You don’t have to wait for more to see mobile users overtake fixed Internet users in one market after another. [Read more...]

The Secret Behind The Success of

Pinterest Traffic Trend Traffic Trend

Launched in March 2010, the invitation only site received nearly 11 million total visits during one week last December, almost 40 times the number of total visits versus just six months ago. Stats from ComScore showing that Pinterest had 11.7 million unique monthly visitors in January 2011. is growing like crazy; check out this website now if you haven’t. Pinterest is not only surprising of its own traffic growth but also being a referral giant (driving more traffic than Google+ and LinkedIn) and retail sites like has seen increased sales resulted from Pinterest traffic.

But, what makes Pinterest so successful? To understand that, let’s take a look at what Pinterest is from its official introduction:

Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.

Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.

People love to browse, organize and share all the beautiful things; Pinterest did nothing but inspire and empower its users to do that. Yes, that’s the secret: Pinterest inspires people. The inspiration connects people to something greater and gives them the courage and power to incarnate their unique talents.

Of course, tactically Pinterest has benefited a lot from its well integration with Twitter and Facebook; but, it’s the inspiration that fueled the word of mouth.

Companies are trying to push their products to consumers via regular advertising or social media campaigns, which may influence the prospective customers; but, it’s not sustaining and will be eventually vanish after which the companies get ready for the next “push”. Yes, this is how most companies get their products sold; but, this doesn’t create great companies or businesses.

Adidas inspires people with “Impossible is nothing”, having motivated millions of people; with Canon, “you can”. When you open a can of Coca-Cola, you actually “open happiness”. At IKEA, you are not buying furnitures as it’s a place you “design your own life”.

If you are one of few who strive to go from “good” to “great”, build and inspire your community, for which social media is a great tool for you.

How to Increase Your Facebook Fans

?esky: Logo Facebooku English: Facebook logo E...

Image via Wikipedia

Getting “likes” on Facebook Page is usually the first thing marketers focus after setting up the Page. But how?

It’s important to first understand why people “like” and “unlike” a Facebook Fan Page and learn from them; experiment, track and optimize channels and tactics you attempt to increase your Page fans.

Why People Like A Facebook Fan Page

Learn from the best practices; find out what worked for other companies.

A survey by Lithium and the Chief Marketing Officer Council revealed the top three reasons why marketers believe consumers like their Facebook pages:

  • Agreeable content, 57%
  • They want to be heard, 41%; and
  • They want to track news on the brand and its products, 40%

And, the top three reasons consumers cited for liking Facebook pages were:

  • Because they are loyal customers, 49%
  • Tracking news on the brand and its products, 46%; and
  • Seeking incentives or rewards for engaging with the brand, 46%

[Read more...]

Why Is Singapore’s First Virtual Shopping Wall A Failure?

SMRT QR Codes Shopping

SMRT QR Codes Shopping

Singapore’s public transport service provider SMRT, working with retailer Cold Storage,  transformed some of the wall spaces at its stations into virtual ‘shops’ where commuters can make purchases on the move.

The idea is this (via SMRT PR release, PDF):

they can order the latest tech gizmo while standing at the station platform, or do a bit of grocery shopping while waiting for their friends at the station foyer; without having to step into a shop, queue, send an SMS or make a call. All that is required is a QR code reader, which is installed in most phones, or widely available for free in the latest mobile platforms.

I went to Bugis station to take a look and took a photo of the wall as shown above. It’s definitely good attempt of creating good commuting experience. But, it’s a failed attempt. Let me tell you why. [Read more...]

How To Get Consumers Talking About You

When consumers talk about your company, they’re sharing personal experience with friends and those they don’t know. That could have a positive or negative impact on your business. First of all, it’s important to understand what get consumers to share experiences.

why consumer share company experience

Why Consumer Share Company Experience

NM Incite’s data shows that 61% of social media users share company experience to “give recognition for job well done”. You should realize that social media is not merely for marketers as its real power can hardly be utilized until it’s embraced by the company.

Among consumers, bloggers are more influential. Sharing expertise and experience is the number one reason many bloggers blog. They blog about brands that they love or hate, they post reviews, good or bad experience with your customer service staff, or gossip they hear.

Once the interaction takes place between your business and bloggers, there is a much higher chance, compared to non-blogger consumers, they are going to share it; as more consumers have been educated of the harm they could do to businesses on social media and the favor they could do to support their friends, the words can spread like a virus.

People talk; companies get talked about. That is not in companies’ control; but, creating positive and good experience  and engaging consumers are.