Covid-19 Marketing

Marketing and Communications Resources

A curated set of articles and tools to navigate rapidly changing consumer buying patterns, consumer habits, mindsets amid Covid-19.

Insights:

Our Latest Blog Post: How China's 2020 Internet Ad Spend Informs your Brand's Marketing Strategy
China Top Media Platforms: TikTok Parent ByteDance More Than Doubled Revenue In 2020
How Perfect Diary became China's hottest beauty brand: The foundation is getting 3Ps right (Product, Positioning, PR). In terms of PR strategy, generate prime, quality content that can truly engage with audiences and foster a community to build brand advocacy.

Ideas:

How to Execute China Market Research - What to focus on when planning and executing China market research
What Western Marketers Can Learn from China - Harvard Business Review article recommends "Think content, not channels or advertising"
Decoding China’s Unique Sales Cycle - Brands sell more when Chinese consumers are looking to buy more. Understand this sales cycle to get more bang for your marketing bucks!
Chinese Characteristics - Fabulous (free & paid options available) blog maintained by a tech insider
New Rank (Chinese website) - Find out what is trending on WeChat, Little Red Book & other Chinese platforms
Slow Chinese - Online community learning Chinese as a language

Asian PR, Asian Businesses, Asian Journalists

What Happens Next:

Prior to Covid-19, companies followed a similar formula to win sales - Advertise, do PR to build your brand and while advertising some more - are likely to find it doesn't work.
Pivot by becoming more news-driven and featuring the 3Ps (people/ products/passion) to fit this unique period

Where to turn for help:

Know that the Momentum team is here to help during this period. Please reach out if you need support to adjust your communication strategy or messaging.