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
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.
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