Global Marketing News – 26th August 2015
TV series key to success in Chinese marketing
Chinese companies are increasingly moving their marketing budgets from paid search advertising to content creation, with the creation of sponsored TV series and films becoming a particularly popular option.
Recently, big names such as JiaDuoBao, Han Beam, and Guangzhou Liby Enterprise Group have each poured tens of millions of US dollars into professionally-made TV series.
It appears that local Chinese companies are more comfortable to invest in creating TV series than international companies, with the TV content creation firm Mindshare commenting that “professionally-generated content is hugely underestimated by multinationals”.
Certain global companies have been willing to take the plunge, however, with the international cosmetics company Maybelline recently sponsoring the creation of Cinderella for a major Chinese TV channel.
Research reveals how coupon use varies across Europe
Research by Vouchercloud has revealed how coupon use varies across Europe.
The research examined the behaviour of British, Irish, Dutch, German, Italian and French shoppers.
Women’s clothing was the most popular coupon category in the Netherlands and Ireland, with food and drink coupons coming out on top in the UK, men’s clothing coming top in Germany, student coupons coming top in Italy, and travel and accommodation coupons being most popular in France.
The research revealed the average age of a European coupon user was fairly young, with most being aged between 18 and 44.
It also revealed sex differences between the various European countries. While the majority of coupon users in the Netherlands were female, an equal number of men and women used coupons in Germany and Italy.
Chinese government censoring information about financial crash
The Chinese government has been accused of censoring news to do with the Chinese financial crash.
Many news websites simply do not mention the crash, and those that do have been placing the story low down in their websites rather than making it a headline.
It has also been reported that searching for information about the crash on Baidu, China’s leading search engine, produces a message saying that “due to related rules and policy, some search results won’t be shown”.
Yandex teams up with Fenerbahce
Yandex has joined up with the popular Turkish football club Fenerbahce.
Yandex will be the club’s shirt sponsor for the upcoming 2015-2016 season.
The Yandex browser will also be accessible from the Fenerbahce website and app.
Yandex entered the Turkish market in 2011 and currently has a 4% share of the search market. It hopes that its partnership with Fenerbahce will help to increase this further.
Distribution firm Connect India in talks with ecommerce companies
The distribution firm Connect India is in talks with various ecommerce companies, including Flipkart, regarding the delivery of items to rural regions.
Connect India recently completed a trial for Amazon in the Punjab region, and would like to secure delivery partnerships with more ecommerce companies.
The Indian ecommerce market is currently worth an estimated 25 billion US dollars, but this could hit 250 billion by 2025 as the market grows at a compound annual growth rate of 35%.
Google publishes images of Pakistan’s cultural heritage
Google has published a selection of photographs depicting Pakistan’s cultural heritage.
Almost 500 different sites of historical and cultural interest have been included, including various ruins, tombs and forts.
The initiative aims to promote Pakistan’s rich cultural heritage, which has been influenced by Muslim, Hindu, Buddhist and Christian forces over the centuries.
Social network posts statuses… after you die!
And finally, a new social network called Eter9, which promises to post realistic statuses even after a user has died, has been launched.
Eter9 uses an artificial intelligence that reads users’ posts and generates similar posts after the user has died.
It can also post statuses while the user is alive, if the user wishes, and “smile” at things, much like a “like” on Facebook.
Around 5,000 people are currently signed up to Eter9, which many commentators have described as “morbid” and “creepy”.
A spokesperson from the social network has spoken out, saying: “We are trying to create an AI system that learns faster from other networks.”
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