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90% of Australasian businesses ‘missing out’ on Chinese marketing and advertising opportunities

90% of Australasian businesses ‘missing out’ on Chinese marketing and advertising opportunities
August 14, 2014

Digital marketing agency Digital Jungle believes that the vast majority of Australian and New Zealand businesses are missing out on reaching affluent Chinese speaking target market through Chinese search engines, social media and online advertising.

As Digital Jungle founder and Chief Executive Dr. Mathew McDougall explains “there are nearly 170,000 Chinese people in Sydney and 120,000 in Auckland and they’re waiting to be spoken to fluently by local companies and brands."

Digital Jungle is a specialised digital marketing agency, providing services and technologies that enable ‘western’ brands to target Chinese customers.

Dr McDougall explains “Digital Jungle is the first specialist International marketing agency in the Australian and New Zealand markets with the sole mission of bridging the gap between east and west.

“There are almost 1.5 half billion people in China and we’re geared towards companies who want to be the early movers in this market. Our services are receiving a lot of attention from sectors like tourism, education and property, all of which are looking towards Chinese consumers to driving new sales and revenues.

“However, many companies are inexperienced in the particulars of Chinese marketing and often fail to understand that word-for-word translation will need to be customised and localised, applied to appropriate Chinese platforms whilst conforming to Chinese Government regulations.

“In addition, Sydney, Melbourne and Auckland’s Chinatown are some of the largest in the Western Hemisphere.

“There are significant populations of Chinese people in Australia and New Zealand and they’re waiting to be spoken to fluently by local Aussie and Kiwi brands. We see great potential here – we estimate that almost 90% of companies are unaware of how to correctly market to a Chinese speaking demographic.”

Digital Jungle has proven their model is a successful one. After only three years, the Beijing and Shanghai offices can boast working with some of the worlds leading Western brands such as Bentley Motors, Reckitt Benckiser and Global Blue to name a few.

As Dr McDougall adds “last year we secured some new clients in this region and this lead the Agency to make investments and open new offices in Sydney and Auckland to support our Australasian clients.”

Digital Jungle is offering Chinese marketing services such as building Chinese language websites and digital promotions in platforms like Weibo (Chinese Twitter), Baidu (Chinese search engine), Youku (Chinese YouTube) and WeChat (Chinese WhatsApp), along with Chinese ads in English platforms like Google, Bing, Facebook and YouTube.

Digital Jungle has also developed powerful new technology for undertaking social media network analysis. The resulting reports provide advertisers with deep consumer insights and understanding.

Dr McDougall continues “it is fantastic to see our clients reaction to the visual representations of their online social networks and the modelling of the topics, conversations and participants within their digital ecosystem.

“Our reports bring a new level of sophistication to the strategies we can now use to engage people online and develop competitive or reputational strategies.

Dr McDougall believes it’s a race for English-speaking brands to build their Chinese presence first, concluding “in only a couple of years from now the Chinese advertising market will be flooded. It’s important for businesses to connect with their target audience - and grab market share - before the competition does.”

Digital Jungle is specialist digital marketing agency that works with Western organisations in creating content focused, digital programs targeting Chinese. With 120+ staff in China, Australia, New Zealand and Japan, and with Partners around the World, Digital Jungle can support and service clients in creating a powerful online presence for brands wanting to target Chinese living abroad or living in China.

Apart from the 1.4 billion Chinese living in China, many companies in Australia and New Zealand forget about the huge potential the local Chinese communities have for generating new sales revenues. For example, the 170,000 Chinese in Sydney or the 120,000 Chinese in Auckland are often the forgotten demographic. Now with Digital Jungle you can create highly targeted Chinese language communications and digital marketing programs to engage this community using their native language and visual designs suited for this unique audience.

Digital Jungle’s digital programs leverage deep consumer insights, strategic thinking, quality content and innovative multi-channel programs (such and SEO, SEM and Social Media) to deliver value and measurable results for our clients. In this evolving digital landscape, we are seeing more and more of the world’s leading brands turn to a content strategy in telling their brand story and developing an online brand value.

Dr McDougall is also the editor of the Digital Marketing Inner Circle blog and author of The Chinese Social Media Universe and is a frequent spokesperson on Internet issues and guest speaker at Internet industry forums worldwide such as Ad-Tech, SES Conference & Expo, ATEC (Australian Tourism Export Council), iMedia Asia, Social Media Summit, AMP Amplify, PATA (Pacific Asia Travel Association), Routes Online? and China Retail Showcase.

Click here for more information.



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