Forrester successfully held the annual Marketing Leadership Summit in Shanghai on March 25th. I gave a speech introduced how to build a contextual marketing engine and propel customers to the next best interaction. Key take-aways of my presentation include:
- Various customer contexts are generated by heavy mobile users in China. Heavy usage of mobile devices in China changes people’s touch point with enterprises. Customers don’t only have activities with enterprises like customer response, customer purchase and customer services, but more commonly interact with brands outside of those campaigns. The context of all those interactions determines whether they will engage and, more importantly, transact with the brand again.
- Contextual interactions change marketing in China. Early adopters in China like Didi Taxi use contextual marketing from day, and provide a persistent incentive to engage with both drivers and consumers. Wanda Group, the Chinese leading business real-estate vendor acknowledges customer contextual interactions in their nationwide shopping malls and lends the mobile moments to merchants who can drive more-effective targeting.