My Digital Insight

Recently, McDonald’s teamed up with superstar Nicholas Tse and star chef Ramón Freire to launch limited signature crafted burgers in China. Each star created one special burger and named after himself. This time, McDonald’s brings  “Nicholas Cool Spicy Chicken Burger” and “Ramón Crispy Beef Burger”. Nicholas Cool Spicy Chicken Burger From the McDonald Chinese Official Website Ramón Crispy Beef Burger From the McDonald Chinese Official Website In addition, McDonald’s adds limited “Honey Mustard Fries” and “Nicholas Cookies Bubble Tea” as afternoon tea choices. Honey Mustard Fries From the McDonald. CN Cookie Bubble Tea from McDonalds.cn This is not the first time for McDonald’s to team up with superstars to launch signature crafted burgers. Last year, McDonald’s teamed up with star chef Ramón Freire to create two premium burgers: “Mexico BBQ Chicken Burger” and ” Egg Beef Burger with Creamy Nut Sauce”. From Sohu News According t...

Google Image Chipotle is one of the most popular Mexican-style fast food chain restaurants. They sell taco, burrito, bowls, salads and corn chips. The ingredients are fresh and healthy, and people can watch how their food are really cooked from the transparent window. I always order the chicken bowl and burrito when I visit there. Google Image Recently I saw a lovely Chipotle animated ad was named  “A Love Story” . One of my friends shared it on the Facebook. The ad talks about a little boy runs an orange juice stand, but many people are waiting for the fresh lemonade which is from a lemonade stand owned by a little girl across the street. screenshot The little boy wants to date with this little girl, but he has no money. The only way to make his dream come true is to raise the money. Thus, he starts to post orange juice ad fliers in the neighborhood. Later on, he gets more business come in, but it hurts the girl’s business. The girl gets angry and starts to co...

Google Image When I shop online, I never shop through Mobile. I feel it is funny that even though mobile has become an important part of my life, I still prefer buying on my desktop instead of buying on mobile. Mobile-commerce shopping trends show that the main reason that people don't choose mobile shopping is poor user experience. According to the research, u sers get so frustrated when trying to shop on their phones that they far more often than not abandon the process. In the second quarter of 2015, U.S. adults spent 59% of their time on mobile and 41% on desktop, but just 15% of their dollars on mobile and a staggering 85% of their dollars on the desktop.  When I read this statistic, I feel interesting but not surprise. Because of mobile device limitation, it is true that users are difficult to get great shopping experience on mobile. Statista study  also summarized that users prefer shopping on PC because they could get a larger and clear image of the p...

Google Ads is one of the most effective ways to deliver quick and desirable business results. In order to get a better performance than competitors', it is very important for marketers to make the most relevant ads to meet customers' needs and help them to select the best search choice(s).  Tip One: Decide your campaign goals Depends on your business type and grow stage, you need to have a clear goal before launching any campaign. Having a clear goal will help you select the most relevant ad format(s) and Google Network(s) to show your ads and also reach potential target customers effectively. There are three common goals for advertisers: Driving website traffic Increasing brand awareness Boosting sales (driving leads) Different goals will require creating relevant ad formats in different networks. Google Adwords has two main networks to show your ads: Search Network Your ads can appear throughout sites on the Google Search Network. If you want to re...

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, ...

Summary: In general, when clients want to create a digital campaign, they will firstly write a brief and send to an agency. Then, the agency will review the brief and start creating a campaign plan. It is important that everyone (client, agency, advertiser) agrees with the campaign objectives and understands what the success metrics are for the campaign. At the end, the team should focus on the business results  (sales, revenues) instead of traffic volumes (# of clicks, # of pageviews). Key Notes from The Course: I create six Power Point slides to show you the digital campaign planning process. The first slide shows the five steps of digital campaign planning process. Then, the next five slides cover the key points of each planning steps. Note: For sellers, it is important to keep up-to-date with  agency partners. They should always update the latest ad vehicle and new promotions.

Nowadays, when people want to learn something, they are more likely to search the topic on the search engine and find the related information on the websites.  Normally, users who read content online are less patient and diligent. They usually like to scan the page, skip some long paragraphs and grab the keywords. It is very important to make content more user-friendly.  I found a short and interesting article from  Entrepreneur   which is about  what you could do when your spouse has the conflict with your new business . Now, I am going to use this example to do a brief content evaluation and give you some useful tips on how to make your content more scannable. Tip One: Name an interesting heading to motivate users to read The heading “What to do When Your Spouse Does Not Want You to Open a Business” looks like a sentence. “What to” or “How to” are very popular heading style across the website. It motivates users to find out the solution. ...