Dr Mathew McDougall

WEB  Preferences and behavior of Chinese consumers are growing more sophisticated. We have moved beyond just 'price' when determining a purchase and today's Chinese consumers are drawn toward brands by high quality, international origin, good service, and value for money.
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Dr Mathew McDougall

SOCIAL MEDIA  China has its own lively, location-based sites (like foursquare) that are better adapted to Chinese netizens and support the connecting to Chinese SNS sites like renren, douban, Sina and kaixin.
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Dr Mathew McDougall

WEB  I bet if I asked the average Australian about Telstra spending 100's millions of dollars and owning a number of Chinese online publishers, many would be completely unaware if not completely surprised.
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Dr Mathew McDougall

SOCIAL MEDIA  A few days ago Hasbro launched a free online version of Monopoly called Monopoly City Streets that makes use of Google Maps in order for players to be able to purchase locations across the globe. I too have begun playing this monopoly game thinking it�s going to be a lot of fun.
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Dr Mathew McDougall

ADVERTISING & MARKETING  Q. What 3 digital marketing channels & tactics will you emphasize in next 6 months?
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Dr Mathew McDougall

ADVERTISING & MARKETING  There are three key trends are shaping the online media environment: unlimited content; pressure for increasing speed and the need to reduce costs. These trends are forcing most digital agencies to re-examine their business and business processes.
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Dr Mathew McDougall

INDUSTRY TALK  What is the future for Chinese (digital) Agencies? Can the current 4A's in China continue to provide similar services in the same way in the next 5 years? Will the Brands continue to need (want) 4A's? These are probably some of the most frequent questions posed to me by Western journalists wanting to get insights on the Agency landscape in China. The simple answer from my perspective is that 4A’s will certainly survive and will continue to provide value to the Brands they represent in the short to mid term (talking of next 5 years or so). However, what is unquestionable, without doubt- is the need for continual evolution within the Agencies to accommodate the new digital marketing trends and directions.
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Dr Mathew McDougall

ADVERTISING & MARKETING  Selecting a Search Marketing firm to manage your Search Services can be an activity fought with challenges. The industry perpetuates the use of jargon and a 'black box' approach over the processes and techniques being employed to 'optimize' the search campaigns. So before embarking on any search marketing activities, especially in tough economic times take a look at a few common sense questions to ask.
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Dr Mathew McDougall

SOCIAL MEDIA  SinoTech Group has been responding to a lot of social media marketing (SMM) proposals lately, and having a lot of discussions with our agency partners and clients about how to approach social media. Again and again, the conversations confirm that the SMM market is still immature. People wanted to talk about process, how they will get from start to finish and know they have arrived, what are the core metrics for success.... etc etc .. So to that end, I wanted an easy to understand conceptual framework that could help the SMM consultants and our partners with an approach to developing campaigns that would provide simple steps in developing a campaign, undertaking the social marketing and then doing the review and measurement of the campaign against the stated objectives.
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Dr Mathew McDougall

ADVERTISING & MARKETING  Do you think your PR firm can function within the digital sphere? Should you leave your online reputation management to your PR agency? Maybe or maybe not. The digital world has changed the way we need to approach marketing communications, and that includes PR.
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Dr Mathew McDougall

SOCIAL MEDIA  Up early and checking into my various online accounts; facebook, linkedIn, twitter and finally my email. One thing dawns on me (apart from how sad it is to be addicted to social media) but my desire to get a quick snapshot of what is happening in my world. As much as some people would see this as abnormal, I also think a growing number of people will relate to this situation.
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Dr Mathew McDougall

SOCIAL MEDIA  I had an interesting discussion with Adaline Lau from "Interactive Marketing" about the types of measurements that could be used by marketers when undertaking a Social Media Marketing (SMM) campaign. This, in my mind is one of key factors that needs addressing by marketers or SMM risks becoming nothing more than a peripheral activity within a digital marketing campaign. As marketers, we must understand the value (and returns) that can be delivered to the advertisers when using this channel as well as being able to substantiate these claims.
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Dr Mathew McDougall

SOCIAL MEDIA  Is it me or have others noticed the tribalism within Twitter? I must admit I am an active social networker and participate in a number of social networking sites/platforms. Within each community there exists implicit rules, norms , culture and possibility even a cyber language. But in the most part I am not seeing the digital tribalism elements like I am seeing within the Twitter micro-blogging community.
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Dr Mathew McDougall

ADVERTISING & MARKETING  There has been a proliferation of online ad networks over the last decade although like any technology these ad networks have evolved and developed. I would argue that we have seen a progression of three distinct generations of ad networks and now starting to see some leaders talking about the newest form of ad network; one that is highly personalized and is more individual focused.
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Dr Mathew McDougall

SOCIAL MEDIA  Just a few years ago, marketers would never have contemplated the impact that social engagement would play in digital marketing. This rise of social media as an influential marketing channel has generally caught many in the industry off guard.
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Dr Mathew McDougall

ADVERTISING & MARKETING  Clients are now "getting" digital as a component of the marketing mix, they understand digital as a business delivery environment. What they need help with is bridging the gap between marketing the brand, the message, their customers, their internal stakeholders, technology and having a truly integrated solution.
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Dr Mathew McDougall

ADVERTISING & MARKETING  Many commentators in the trade magazines have speculated that we will see a shift away from TV, outdoor, radio and print and a move toward digital to give advertisers more value. I concur that this is a likely trend, however this is an oversimplification of the dynamics at play in China. To understand why this will happen, you first have to recognize that when it comes to how Chinese advertisers define value, there are essentially four types of advertisers in China.
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Dr Mathew McDougall

ADVERTISING & MARKETING  "2008 was a hallmark year for the Chinese online advertising industry, led by the explosive growth of the paid search market, and richer, more interactive and creative advertising facilitated by increased broadband penetration in China," said Dr Mathew McDougall, chairman and chief executive officer of the SinoTech Group. "We believe the momentum of the past 12 months is likely to continue in 2009, and our experts in media, search and technology are already anticipating the key trends and developments they believe will play a significant role in shaping the continued evolution of the industry in the year ahead."
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Dr Mathew McDougall

ADVERTISING & MARKETING  Spend a few hours reading Digital Media, AdAge or some of the other trade magazines and it is hard for those in marketing not to become greatly depressed. We now see with increasing frequency the headlines saying 'down sizing' 'skills audits' and 'rationalization'. But is it all doom and gloom in digital marketing?
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Dr Mathew McDougall

ADVERTISING & MARKETING  Given the turmoil in Global markets and nervousness of Brand advertisers in International markets, those of us working in China undertaking Digital Marketing (including Search Marketing) are seeing both opportunities and business threats.
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Digital People - 2012 Roll Call

 Digital People - 2012 Roll Call

Welcome to the roll call where we offer an overview of all profiles appearing in 2012. Read on



 

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