My Digital Insight

KFC has been come into China for over 30 years. I still remember my first time to eat KFC fried chicken and mash potato at the first KFC restaurant in Beijing.  Meanwhile, the biggest competitor McDonald also came into China soon. Big Mac and Kids Meal was my favorite.  In my mind, KFC is the Chicken Master, and McDonald is the Beef Burger Master. For those 30 years, KFC has become one of the most popular fast food restaurants in China; however, McDonald is not that popular anymore. They are both the largest fast food chain in the world, but why are their gaps are so big in China? What's the secret for KFC to beat McDonald in China? Secret One: Learn & Respect Chinese Taste  From a product respective, before entering China, KFC  began to learn and understand Chinese culture. In 2000, KFC began to invited more than 40 national food nutrition experts to set up the "China KFC Food Health Advisory Committee" to develop products suitab...

Many brands like to write ads content to promote the product benefits or ask people to take action.  No matter online or offline ads, they all like to deliver message to people. It seems that the more information brands give, the more likely people will buy. There is one kind of brands doesn't like to or never write copywriting at all.  They are luxury brands.  It is hard to find their ads everywhere.   Even you find their ads, the ads only show brand name or only few words such as product name. Why don't luxury brands write copywriting? Because Luxury Brands: Sell "Feeling" Many popular brands usually focus on product features and benefits. The goal of those ads is to tell people their products (services) can solve problems or meet customer's needs. Therefore, they like to write those useful message in the ads.  However, Luxury brands are different. They sell feelings. They focus on customer's social psychological needs. They never write long mes...

Five years ago, if someone said we should use social media to promote our brand, most brands will think that was an excellent idea. Now, social marketing is never a new thing for marketers. Even though many brands have invested so much time and money on social media marketing, the results are not always meet their expectation. Why Do brands always fail on social media marketing? Reason One: Target On The Wrong Group We always to say: "find the target group first". However, did we find the right one?  Many brands find the target group by filtering target customers on some Ads or social media tools. Those research tools may give you some basic ideas about your customer size, income, education, gender, age. But, it never guarantee they are the right target group for your brand.  If brands really want to target on the right group, they need to do a depth customer research. For example, send out market research survey, build customer persona, study target customer be...

1. Clicks Clicks are the total number of clicks on your Facebook ads. Clicks can be website click, page likes, or app install.  If you want to get on more clicks on your ads, you need to make sure your ads are creative to get people's attention and interest. Then, you need to have a strong call-to-action to ask them engage with your ads. 2. Click-Through-Rate (CTR) Click-through-rate refers to the total number of clicks received divided by the total number of impression or the number of times an ad was shown on Facebook page. The higher CTR, the better your ad performing because it means that more people who see your ads really click through. In order to increase the CTR, you can create informative content such as educational "how to" content or video to motivate people to learn more. As a new parent, I always like to click the posts or ads about parenting.  3. Cost Per 1000 Impressions (CPM) CPM refers to the average cost you paid for 1000 impres...

No matter how amazing our Ad content is, the final goal is to make people take action. We want people to buy the product, try the service, sign up the email, etc.  These five useful tips can make a strong Call-To-Action (CTA): Have A CTA on Every Page Everything you write should have a call-to-action after all because you are creating a piece of content for a special reason. You want to build engagement with your audiences and get them to start taking action. Therefore, before you start writing, you need to decide what action you want the reader to take. Start With A Verb Start your CTA with action verbs like "start", "try", "download", "shop", "order", "subscribe" or "watch", etc. It will make clear that you are expecting people to take an action. For example, I go to H&M page. Every page and every image has a clear call-to-action word "SHOP NOW". People will understand the purpo...

When I read news, I only scan on news titles very quick and then click on the one which grads on my attention. I believe most people are reading the same way online.  David Ogilvy said:"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spend eighty cents out of your dollar." That's why we should focus on headline more than content sometime. General headline or bad headline will lost your audience. Even though your content is amazing and informative, it doesn't matter anymore since nobody will read it. Here are five most useful headline tips to make people click on and read more your content.  Start With Numbers Starting your headline with numbers creates a lot of curiosities that people want to click through and find them out. It also build instructions very easy for audience to read because they can scan them quickly. It also creates a very easy structure for you to write ...

As a marketer, it is always important to understand customers' pain points and desires. It would be more responsible if we can understand what customer's needs and wants for a product or service before we launches them. Therefore, market research is a very powerful method to collect relative information about customers' concerns, desires and contacts. How to get all these market research done? We just need to send out a survey, collect the information, analyze the results and build your products/services. Google Form is a very simple and free tool to create a market research survey. Recently, I would like to write a blog about how to loss weight after having baby. Before I write the content, I created a simple survey for new moms. In the survey, I added some multiple choices questions such as: Do you happy with your body now? Have you read any books or blogs about weight loss? Which way have you tried to loss weight? The point to use multiple choices...

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it. Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason.  The other reason is its brand creative marketing message.  Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore.  It is our lifestyle! In the January of 2016,  Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to  Coca-Cola Stories , the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye) This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, ...