Once upon a time (well, actually just about ten years ago), YouTube was the go-to home for rich media, and it largely consisted of video, Java, audio, and vector graphics. The phrase ‘rich media’ was not yet widely known or used, but its potential had already begun to catch the eye of marketers and advertisers.
Fast forward to today and rich media as we know it – like Pokémon – has evolved. It is travelling all over the nooks and crannies of the interwebs in a quest for bigger and better things. Like selfies, rich media has found a comfortable new home on social media and it is there that is screaming for attention to all who are willing to listen.
I moved to Australia in February this year. The first thing I did after getting off the plane is asking the airport security if there is an app people use to book cabs. The security guy was slightly puzzled and said, “Well I guess there are, but there are taxis waiting over there. You don’t need an app.” So I asked him to recommend a few to me anyway for future reference but he couldn’t think of any. However he was kind enough to give me a number to call.
This came as a shock to me. Back in Beijing, calling for a taxi is virtually non-existent. Even my grandpa has a Didi or Uber app. I then turned to my most trusted source of information center, WeChat and Weibo, to get to the bottom of this mystery. After posting a question within the day, I got all the information I needed regarding the best apps and websites.
For many, India is a scary place. The sheer thought of undertaking any type of business with India would be worrying because of the challenges, uncertainties and the very real possibility that you might end up with a raw deal of high-cost, low-quality output.
In fact, Mark Thirwell, Chief Economist of Austrade, while speaking in Mumbai, said that if Australian companies were asked to list the new and exciting markets to do business in, India would invariably feature among the top five. He also remarked that Australian companies would rank India among the top five countries that were the most business-unfriendly! It’s unsurprising then that the gap between expectation and outcome is what would worry foreign investors.
Do you have an active presence on WeChat that doesn’t seem to be working? Are you posting WeChat articles that are not effectively reaching the Chinese audience? Is having a WeChat subscription account enough to target Chinese audiences? A new age has dawned! Digital marketing for the Chinese audience has been changing while the world tries to catch up. Today, social video marketing (SVM) dominates the WeChat platform, like never before. SVM has always been a component of an integrated marketing communications plan, designed to increase audience engagement through social activity around a given video. It is now more important than ever to have authentic, raw and “live” video content for any campaign to be successful among the Chinese audience group.
The camels have been shampooed, the taxi is waiting, and lights on the Sydney Harbour Bridge has been turned on, but “Where the bloody hell are you?” Does this ring a bell?
The 2006 Australia tourism campaign; after being on air for about 2 years, the advertisement was finally laid to rest; albeit in the receptacle of advertising history.