My Digital Insight

When I was in the U.S., I only used WeChat for chatting and sharing photos in the friend circle. Until I was back to China, I realize I can’t live without WeChat because I need to use it all the time. Start from morning, I must show the Health Code from mini program to enter the building to work. In the noon, I order my lunch from KFC mini program and then pick up from nearby KFC. After work, I spend some time to read news from novel mini program. Basically, I spend 90% of time on WeChat, the rest 10% is on Farm Hero every day. My Most Recent Used Mini Program: top two-health code & KFC~ What Is WeChat Mini Program? WeChat Mini Program is an application that can be used without downloading and installing. It realizes the dream of “At Your Finger Touch”. Users can open the application by scanning QR code or searching program name on WeChat. Users can read, listen to music, shop, play games, find locations and etc. By using WeChat mini program, we can save both phone storage space an...

Many of my girlfriends started to change their hair color. A new hair color brings a new look which makes them feel different.  I never color my hair because I love my black hair. If one day I get white hair, I might change the color because I don't want to look old. See, white or grey hair means old. It is a very common thought in society. What if someone was born in grey hair?  Pantene found that 80% of Brits have grey hair, but 40% cover them because they feel less confident with grey hair.  So, Pantene launched "Power of Grey" Campaign to encourage people to embrace their unique trait: grey hair.  Yes, grey hair is different, but they are also beautiful the way they are.  The new Pantene hair care product is special for grey hair and will make them shiner. "Power of Grey" campaign turns the negative perception of grey hair to a positive view. As the Katharine Newby Grant commented: "We're committed to continui...

Being a parent is exciting but also challenging. The new Pampers Ad "Love The Change" tells the true story of being new parents and how a baby changes our life. As a new parent, we may feel fear and worried when the baby throws up. We may be still awake in the late night to hold our baby to sleep. We may forget to bring some baby care supplies when we need it. We may search for our concerns online to get help. No matter how difficult to deal with every trouble, once the baby smile, all we could feel is happiness.  As long as we are together, we want to accompany our baby to change and grow up. A baby brings surprise, happiness, and a wonderful memory. When I see this ad, I feel touchable and real. I am a new mom, too. All these scenes in the Ad I have been through. I was afraid when my baby was crying; I woke up every two hours to feed my baby every night, and I also search for a lot of weird questions on Google. Instea...

Challenge One: Content Distribution System has Changed Brands normally create attractive content and then distribute those content in different channels like YouTube, TV, Social Media, Magazine , and Radio.  For some channels, many young customers especially the Gen Z are not interested at all. When they drive, they listen music from iPhone; when they watch YouTube, they skip the ads immediately after it runs 5 "long" seconds; when they scan Facebook, they just ignore the ads; when they watch TV, they choose to take a break as the ads show up. Nowadays, Young customers want to be themselves and promote things in their ways.  For example, they like to watch live streaming videos. Me too. I love to watch beauty live videos and learn some good recommendations. According to 2019 Live Streaming Statistics , 80% of customers prefer to watch live videos from a brand then read a blog. 63% of people aged 18-34 watch live streaming content regularly. 47% of live stre...

Summary: After we create the content, we need to maintain current content regularly.  We want to make sure every piece of content is up to date, accuracy and useful for our users. In addition,  we always want our content are consistent across all the channels. Key Study Notes from the Course: Maintaining Your Living Content: Break up section of your website and concentrate on them Delegate a section to one person or focus on that section for a few week Make sure all the content is up to date Creating a Content Strategy: Content Strategy focuses on: what new content will be adding and updating in following months or next year influencing the direction of the website helping users and SEO Keeping the website relevant Content Governance: It means who owns the content and who has the responsibility and the authority over pieces of content. You need to make sure that your content meets the required level of quality. Your content should be: ...

Summary: In order to write an effective content, we need to know some key elements in the content includes keywords, headings, links, lists, visual, forms and messages.  We don’t necessary to put all these elements in every content, but they are very helpful to improve your content structure, to improve users scannability, and to help SEO ranking. Before we start writing a content,   we need to create a plan  by defining the page topic, purposes of the content, users’needs, keywords, heading and image. In addition, we also want to show a good direction to tell users where they should go next. After we finish the content, we will need to review and edit the content.  We could ask someone to review it and check typos. Or, we could ask a subject matter expert to check accuracy. Moreover, we need to make sure the tone and voice of our content match the brand style. Key Study Notes from the Course: Keywords: Why are keywords important? help user ...

Summary: The key difference between writing for the web and writing for the print is people’s reading behavior.  People don’t read on the web page. They SCAN it.  Thus, when we write for the web, we need to make sure our content are readable and easy for users to understand. In addition, no matter what we write, we always need to balance users needs and business needs. Key Study Notes from the Course: Six Elements of Designing a Good Website: Know your user and business needs Information architecture : navigation structure Interaction design :create a wireframe Visual design :color or typography, gives an aesthetic appeal Brand : communicate the personality of the website Content : content is king. The information that you want users to learn. The Difference Between Web and Print Content: They are completely different mediums and different physical things. Moreover, the way people read them is also different. Print: people read it from front to bac...