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.
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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+.
December 12, 2013
1:00pm ET / 10:00am PT