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What to look for in the multicultural marketing?

December 13, 2012 Leave a comment

I cannot stop nodding when I read this article(link below). As a Chinese, I do feel the rapid growth of Chinese-speaking population in the U.S.A. Even a Japanese journalist astonished by the large amount of Chinese people in Boston compared to several years ago. Therefore, it is essential to have a more sophisticated approach to this multicultural marketing.

I was very surprised the first time I heard a Chinese song in a Japanese Commercial (link 1). Music is always a good stimulate to consumers. I did found myself pay more attention to this particular brand than others. I heard more Chinese songs in Japanese commercials after that. However, those commercials do not impress me anymore. Some brands even left me a negative feeling because the song they chose does not match the brand at all.

I can tell that marketers are trying to attract the multicultural market. Sadly, their approach always ends up putting a Chinese man/woman in the commercial or just let them speak Chinese (Link 2).

Let consumers think “That’s me!” is a goal in most of the commercials. This goal should not be changed when targeting different cultures. A good commercial should involve cultural experience instead of just inserting the language they are familiar with.  Think about questions like how do they live? What do they value? Only in this way can marketers touch the bottom of their heart. 

http://www.adweek.com/news/advertising-branding/brands-need-new-way-thinking-145118#1

Link 1: https://www.youtube.com/watch?v=XBHitw72ZkI

Link 2: https://www.youtube.com/watch?v=P1twxVVEpDw

 

Categories: Uncategorized

The Power of Digital Publishing

December 13, 2012 Leave a comment

A tweet said that three inches flooding on the floor of New York Stock Exchange (NYSE) picked up enough attention on the day of Sandy, which reported by CNN and The Weather Channel finally. However, ironically, the tweet turned out to be a rumor at last.

I watched the CNN clip on You Tube (link below). The news anchor spoke as clearly and undoubtedly as usual, “according to the national service to broadcast media, there were three feet of water on the trading floor on wall street…… Erin (news reporter) has spent a lot of time on that floor.” Screen changed to Erin, and she began to explain how awful the situation would be. Unexpectedly, NYSE told CNB moments later that this report was not true.

Besides blaming CNN that they didn’t confirm the credibility of this information, we have to admit that social media has become a new and convenient source to gain information to us, especially when breaking news happen. I still remember that just a simple tweet saved a Japanese women’s life; I have also seen many famous people apologized for their non-sensible tweet in public. This is the power of on-line publishing. Though sometimes it is sloppy and more susceptible than traditional media (this does not apply to Chinese media), it is more speedy and flexible. No matter someone posts false news intentionally or not, he/she will be corrected by the public in a very short time.

Digital publishing, especially social media has turned out to be an incredible power in China considering Chinese political situation. Different from the U.S.A., many Chinese people are more willing to believe the social media than traditional media, because it represents the “real” voice coming from the public. I have seen many government officials got punished because their behaviors exposed and “shared” online.

Digital publishing continues demonstrating its power in this society. 

CNN clip: https://www.youtube.com/watch?v=NNVIdq1hFo0Image

Categories: Uncategorized

Why Korean cultural can rock the world now?

December 13, 2012 Leave a comment

I Love watching ads, especially those tech ads with numerous creativity and fun.

A week ago, when I came across “The 10 Most Watched Tech Ads of 2012” rated by Ad Week (link below), I could not believe it is not apple and Google, but Korean brand Samsung and LG dominates the list. Six out ten are coming from them! How scary that is!

I still remember the first time I watched Samsung’s Smart TV ad (link below), I felt the same surprise Apple’s ads used to give me. I will not forget when knowing the exist of Samsung Galaxy Note, I almost shouted out “Yes, that is the exactly cell phone I want!” I will not forget the case I learnt in class saying that Hyundai selected as No.1 Asian brand in customer service satisfaction in 2010.

From Korean drama, BB cream, K pop stars to Samsung, Gangnam Style, there is no doubt that Korea is a super pop culture all over the world. Korea is the 2nd Asian country becomes worldwide popular after Japan.

Why can Korea achieve such a huge success?

Firstly, they consider English as a very important skill since long ago. According to the research, Korea has the highest average level in English among China, Japan and Korea. In order to work at a giant company like Samsung, employees must get a score of over 900 in TOEIC (an English test). However, 750 points is enough in Japan. To have a better communication with fans from other countries, many Korean stars learn English, Japanese, even Chinese before debut.

Secondly, Korean people are willing to create things from a global spot. From Samsung Smart TV to Samsung Galaxy, LG Nexus, Korean companies successfully made products that cater to people all over the world. In contrast to Korea, Japanese brand always take Japanese people as their main target. This gives Japanese companies a huge difficulty cracking the international market, and preventing foreign companies from going into Japanese market in the same time.

Last but not least, Korean people have a wide experience in living and studying abroad. It is not hard to find them in many fields. Better education definitely gives them a better stage to develop.

Though I am not a big Korean culture fan, still thank you for creating so many interesting things to this world, Korea.

http://www.adweek.com/news/advertising-branding/10-most-watched-tech-ads-2012-145714

http://www.youtube.com/watch?v=JV6JLcjVJiA

 

 

Categories: Uncategorized