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Copernica Marketing Software allows us to define, perform and monitor advanced and cross medial direct marketing campaigns.
- Exact Software
Because of the many possibilities the software offers and its simplicity, we chose Copernica Marketing Software.
- Voordeelmobiel.nl
Copernica enables us to effectively conduct our email marketing activities. Furthermore, the software contains innovative possibilities. We are very eager to use these possibilities in future campaigns.
- Kender Thijssen
Copernica Marketing Software responds well to the needs of modern one-to-one marketing with its features.
- BK Gas BV
For years, we’ve enjoyed working with Copernica for setting up, sending and monitoring our campaigns. This is a result of the software’s user-friendliness, reliability and integrity.
- Mitsubishi Motors NL
For us, Copernica is the software for composing and sending our newsletter and promotional campaigns around trade shows and events. Ease of use and measurability are our key words!
- CFS
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- Trends Services
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- SEOshop
Copernica Marketing Software offers us everything we need as a retailer for email marketing and automated campaigns. We are still discovering!
- Bas Groep / MyCom
TFM&A China: Emerging economies adapt their own best-practices
Technology for Marketing & Advertising, TFM&A, a well known event from the U.K. is expanding globally. Last Wednesday and Thursday, the first edition outside of the U.K. was held at Shanghai Pudong Exhibition Center in Shanghai, a cosmopolitan city with over 17 million people. The location was right in the middle of the economic heart of this rapidly developing city: Pudong.
The Expo
Exhibiting at the expo are international companies like TNT Post and SEO Junkies, and local stars like QQ, Ushi and Renren. In essence, the exhibiters and content of the presentations are comparable to European and American standards, with SEO, SEA, social networking, affiliate marketing and of course e-mail marketing being represented. International exhibiters and local stars are divided equally between the exhibiters. Presentations are performed mainly in Mandarin, with effective translation services by headset being provided for non-Chinese-speaking visitors.
After speaking to quite a lot of attendees, the general impression is that China is on the verge of making a big shift in the way marketing is being performed. Big volumes give an extreme high potential in testing and individualizing content, a practice that is hardly used right now. This is mainly because blasting direct mailings and advertising online on common keywords are still effective.
You don’t have to dig to deep to see that there’s quite some differences between the platforms used in China and the European / US markets.
Market overview
With Twitter and Facebook being blocked by the government, other platforms, like RenRen (www.renren.cn) and Ushi (www.ushi.cn) arise. The former being comparable to Facebook, the latter an alternative for Linkedin (which also is quite a popular social network in China).
Search engine Google has foot on the ground, but standing besides the global leader in search are Chinese counterparts like Soso (www.soso.com), and Baidu (www.baidu.com). Both engines have interfaces that won’t take long to learn to use…
Soso is part of the big QQ network. QQ.com is a network / advertising platform comparable to Live.com, sporting a messenger services, newsblog, entertainment and mobile services.
Among the speakers where Victor Yang, e-commerce manager of L’Oreal in China, who gave a fabulous insight in the effectiveness of channels used. Besides SEO & SEA e-mailmarketing proves to be very effective for his company, with over 23% of income generated directly through mailing the target groups with slightly personalized mailings.
With TFM&A being organized during the last week of Shanghai World Expo (http://en.expo2010.cn/), a key note speech was planned for Pearl Wang, marketing director of the Shanghai pavillion at this enormous event. In the last 180 days over 70 million visitors amazed themselves at the grand pavilions of almost every nation in the world, including The Netherlands (http://www.holland-expo2010.com/), UK (http://www.ukshanghaiexpo.com/en/home.php), Brazil (http://en.expo2010.cn/c/en_gj_tpl_29.htm) and India (http://www.indiaatexpo2010.com/site/). For the first time in the history of World Expo, mrs. Wang explained, interactive communications make up for a big part in the communication of the Expo, and this contributes big time for making it such a successful event!
China, being a country of numbers in various ways, has marketers who listen to best practices, but because in some cases they lack the experience most European and American marketers would already have, the find it also very important to find their own path. This may take some time, but it offers opportunities also.
Conclusion
China, and other emerging economies, are undeniably forces to reccon with, offering grand opportunities. Language and culture form a big challenge, but companies who can overcome these challenges have access to explosive growth. Increase in knowledge and understanding of best practices is very important. Being the first time that TFM&A was being held outside of the UK, the next editions in India & Brazil, and next years’second edition in China, will have to prove that the rising economies are able to adapt and connect to European and US standards.
