Winning in China Marketing

Have you ever noticed that the advertisements of smartphones look alike? It is interesting to find out that advertisers love to ask celebrities to put their products close to faces. Is it true that advertising agencies are lazy for their jobs?   In fact, those ads are already approved by their clients so that you can see them on air.   Then, why do clients accept such “boring” repetitive creatives? As we discussed before, people’s attention is selective, like a bottleneck.   We can only focus on something at one time and are blind to others, aka inattention blindness. (Further reading: Inattentional Blindness: Do You See Any Brands in the World Cup? ) Chinese brands are willing to spend millions of dollars on celebrity marketing, just for one reason - get people's attention. Probably, brand owners are afraid that people only focus on celebrities and cannot see their products.   Therefore, the best way is to put the products closer to ...

People all like to think of themselves as in control of their decisions and behavior.   We believe that we should know why we do what we do.   In fact, we always make a decision unconsciously, and then we either use a conscious argument to support that decision or we just act on that decision without even being aware of what’s happening.   “98% of what the brain does is outside of conscious awareness.” —Michael S. Gazzaniga In traditional marketing, we conduct market research in an attempt to figure out what customers want and how they think.   Based on their responses, we develop our products and marketing strategies to sell.   However, conventional research depends on the assumption that people can accurately report their values, needs, and motivations - it’s indeed not very true and even misleading.   Why Neuromarketing Is So Important? I’m doing marketing for many years and it’s my job to know and understand customers. ...