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Social media is a great platform to engage Chinese consumers, but all too often, advertisers lack a coherent, ambitious plan to use digital channels and confuse digital strategy with social media activation, says JWT’s Asia CEO Tom Doctoroff. In this week’s episode of “Thoughtful China,” the author of Twitter Is Not a Strategy offers advice about how to align brand positioning and message clarity with technology-fueled consumer empowerment, and Weibo’s Ken Hong offers insights about how to use and broaden social media platforms as a key part of a holistic marketing campaign.
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Why Twitter Is Not a Strategy

Social media is a great platform to engage Chinese consumers, but all too often, advertisers lack a coherent, ambitious plan to use digital channels and confuse digital strategy with social media activation, says JWT’s Asia CEO Tom Doctoroff. In this week’s episode of “Thoughtful China,” the author of Twitter Is Not a Strategy offers advice about how to align brand positioning and message clarity with technology-fueled consumer empowerment, and Weibo’s Ken Hong offers insights about how to use and broaden social media platforms as a key part of a holistic marketing campaign.

 

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Thoughtful China was a weekly talk show about creative, media & business affairs in China. The program was produced from 2011 to 2016 and conducted interviews with China's leaders in advertising, brands, digital, marketing and media. More than 180 videos are included in the Thoughtful China series.

By watching the Thoughtful China videos you can learn about trends and issues shaping the world's fastest-growing economy and learn from the country's top advertising, marketing and business executives.

2011 Episodes