KAWO Blog

Everyone in marketing is talking about digital transformation, but few are really doing it.

2021 is the year when genuine digital transformation is needed more than ever. Marketing teams in China currently operate in a state of chaos and chronic inefficiency. When the work was easy and the money was flowing, this wasn’t a big problem. Now, growth is slowing, competition is fierce and wages are rising.

I hate spreadsheets.

If you’ve ever worked with a spreadsheet that contains thousands of rows of data, you feel my pain. Human brains are not capable of identifying trends just by looking at data dumps alone. This is why data really becomes valuable when it’s visualized; charts and graphs remove ambiguity around numbers and instead, tell a story.

If only 10% of your WeChat followers read each article you are still probably doing better than you think.

Both WeChat & Weibo have reached maturity making them a real challenge for marketing teams all over China, but the data clearly shows there are ways you can win.

KAWO analysed 20 million data points to answer every marketers top questions.

Brands are demanding more data and China insights from their agencies. They don’t want to wait for a weekly or monthly update; they want to be able to check progress whenever they wish. Even if they can’t read Chinese, they still want to feel connected to their brand presence in China.

WeChat’s Time Capsule launch has failed.

That’s what my instincts were telling me. I had seen less and less of the tell-tale blue circle throughout my contacts. So I had 10 different volunteers document how many time capsules they saw per week.

In the 14 days we captured usage declined by 34%. Weekends saw increased activity but during the week time capsule usage is minimal. As each volunteer had over 600 friends (some as many as 1400), there is a minimum of 6000 points of reference for TC creation.

We also surveyed 87 people to see if we could gauge the sentiment towards the Time Capsule feature.