Ker Loon Ang, digital director at Starcom China advises luxury brands on how they should approach the two social platforms.
Tencent's social mobile app WeChat is fast gaining popularity in China and brands are evaluating their investments on Weibo, China's most popular social networking site.
Ker Loon Ang, digital director at Starcom China speaks to ClickZ from his Shanghai office on how luxury brands should approach WeChat and Weibo marketing in the country.
Excerpts of his interview:
"A lot of brand marketers are feeling they should abandon Weibo and move to WeChat. Personally, Weibo has cemented a really critical role in this ecosystem where it's no longer a social platform but it's also a media platform. And if you consider that in the context of WeChat, a one-to-one platform on the mobile device... there's a difference in terms of how both platforms can be leveraged to its full potential."
"From a luxury point of view, no matter which platforms brands are on, luxury consumers always expect the same level of intimacy and exclusivity from a luxury brand. Hence, it (WeChat marketing) needs to be personalized and customized."
Mainland Chinese users can view the interview on Youku here.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
March 24, 2015
12:00pm ET/9:00am PT