cmo council - digital marketing in china
TRANSCRIPT
Peer-Powered Case Study:
Going Digital in China
ESI's broad range of laser-based micro-manufacturing solutions empower manufacturers to bring innovative products to market by extending their processing capabilities beyond the limitations of mechanical. ESI provides unique process and engineering expertise to help manufacturers use the power of light to transform
materials throughout the supply chain for consumer electronics, wearable devices, semiconductor circuits, and high-precision components for market advantage.
Featuring the industry’s highest precision and speed, ESI's solutions are trusted for their reliability, durability, increased back-end yields and lowest total cost of ownership. Founded in 1944, ESI is headquartered in Portland, Oregon with operations worldwide.
More information is available at www.esi.com.
ORIGINAL
CHANGESONECHINA
14
chinese preferences
Source: B2B International
15
western companies
Source: B2B International
opportunities
23
priorities
4P’s, plus a 5th: Patience Listen
Relationships Quality
Methodical
5 keys to marketing in china
EXAGGERATION
26
31
34
ESI Confidential 36
37
What they see…
38
What we think is delivered…
Lists&
Greed
prospecting
Mobile Patience
BuildValue
Personal
prospecting
WeChat B2BAwarenessTimingDesignSnackableConnectionsBrand
43
Test, Test, TestCTA Prominence
Intense LocalizationBalanced Design Perspective
Clear MessageHost Locally
Peer-Powered Case Study:
Going Digital in China