- Social media is a fantastic space for storytelling, brand expression and consumer engagement. Yet since recently, platforms such as Weibo and WeChat couldn’t offer tools to precisely reach a very refined subset of their user base. Marketers had to mainly rely on KOLs, a “spray and pray” approach, to spread-out their message.
- Along the years, local businesses have developed “hyperlocal marketing” tactics on western social networks such as Facebook and Twitter as a cost effective way to target small groups of individuals with similar interests in a specific community or neighborhood. Nowadays, these tactics are re-discovered by larger brands.
- This firstly started in the West. And more recently in China, where the large smartphone adoption coupled with the rise of big data, is paving the way to hyperlocal marketing.
- how Manufacture Roger Dubuis successfully shaped its marketing approach to reach new Chinese customers on WeChat and Weibo, leveraging smart ads, ibeacon and other digital methods.