Thursday, June 04, 2015

The march of WeChat, mobile and e-commerce - Sam Flemming

Sam Flemming
Sam Flemming
Sam Flemming, CEO of Kantar Media CIC, is taking the pulse of the latest changes in his ten years in the industry. WeChat, mobile and e-commerce continued to explode in 2015, he writes for Ad Age. From six observations, his take on WeChat.

Sam Flemming:
WeChat continues to dominate, while its role and influence evolves 
For anyone doing anything with China or with Chinese consumers, the impact and dominance of mobile app WeChat is obvious. It is everywhere and seemingly does everything. With Whatsapp-type messaging, an addictive Facebook-like news feed called Moments, a PayPal-like wallet, mutual fund products, taxi ordering, restaurant reservations and many other built-in applications, WeChat is more than just another social platform, it is an indispensable social media Swiss army knife that melts the lines between online and offline. It's an operating system for getting things done in life. 
WeChat users' Moments content, similar to Facebook newsfeeds where consumers share content with each other, cannot currently be tracked by brands. However, WeChat public accounts managed by brands, celebrities, key opinion leaders and media, can be tracked, and they are playing an increasingly important role as a new form of owned, earned and paid media and as a place to wield influence. Just as brands, celebrities, key opinion leaders and media can have a Twitter or Facebook account, they can have a WeChat account to push out content that serves as the magazine articles for the new generation. Brands can track the owned media performance of their own and competitors' accounts. And they can track the earned and paid media performance of KOL, celebrity and media accounts to make more informed media buying and content strategy decisions.
More in Ad Age.

Sam Flemming is a speaker at the China Speakers Bureau. Do you need him at your meeting or conference? Do get in touch or fill in our speakers´ request form.

Are you looking for more experts on e-commerce at the China Speakers Bureau? Do check out this recent list.   
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