Researching fresh, accurate, timely information in China is difficult. Digital Research using China Social Media overcomes this, however the technology required is another challenge.
Traditional research only reflects a "certain window of time"in the past." and could be out dated by the time the survey is completed.
It is also difficult to change ads once they were up and running if new data came to light.
But China Social Media gives you greater flexibility.
Not only building closer relationships with customers we finely define your market, and using Digital Research by monitor your ads in real time, fine tune them according to customer feedback
Social Media research illustrates how effective your advertising is, what media your customers use, predicts trends and what customers are thinking and saying about you.
China social media builds close relationships with customers giving you insights enabling you to segment infinitely and develop your market accordingly.
Your research and analysis is ongoing and runs concurrently with your advertising.
Chinese Social Media; the hottest marketing tool in China. A late bloomer compared with Twitter et al, Chinese Social Media sites; Weibo, Renren, have thrust China marketing light years ahead, to the point where Weibo is now the default on line marketing tool in China.
Done well, China Social Media builds a close relationship with customers, relating to their needs and wants in real time.
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"There is only one thing worse than being talked about: not talked about."
Oscar Wilde.
Research, whether primary research or secondary research has traditionally depended on timely, fresh and accurate answers to questions but even under ideal conditions there was a certain time lag between the beginning of research and the final analysis.
Using basic techniques such as questionnaires, polls, surveys, focus groups, coupons, research was not beyond the means and ability of most small businesses.
Research in China, has traditionally never been very easy, language problems, freshness, unhelpful officials and a general unwillingness to divulge information all add up to a time consuming process.
It seems that research has a bad name with many businesses especially in China, they see it as simply asking questions to which they likely know the answer anyway and fail to see why they should engage a professional marketing research studio.
In truth, in most cases research perse is relatively easy, it is the analysis that is critical, and that comes from experience and knowledge.
Moreover, the market is becoming increasingly diverse, sectors sub divided into micro-sectors split into niches, the supply and demand relationship functions at different levels and contains many variables.
Consumers are more aware, better educated and faced with a growing, complex number of factors that influence and determine their purchasing decision.
Add to this the ever increasing competition and it is no longer possible to judge the market from a distance based on outdated information or a perception of the situation.
You need to know the facts, facts as they are at this time and how they apply to you and your product.
Only then can you go ahead with any degree of certainly.
So the successful enterprise in China is always thinking, thinking ahead, about consumers tomorrow, how to better target consumers, about competitors, analysing the market and analysing themselves.
Traditional research is, as we said, time dependent and results could only reflect the situation at a "certain window of time"in the past."
A door to door survey carried out this month could be out dated by the time the survey is completed, results collated, tabulated and printed.
Results from certain media ads were difficult to monitor mid stride and once 20,000 posters, flyers or magazines had been printed, it was next to impossible to ask to change or fine tune them.
Using Digital research with Social Media however gives you ultimate flexibility.
We know that Social Media Marketing builds closer relationships with customers and enables you to finely define your market, but the same principle applies to Digital Research
Now you can monitor your ads in real time, fine tune them according to customer feedback
Social Media Marketing in China will tell you how effective your advertising is, the best media to reach your customers, what the trends are and an accurate prediction of where they are heading, what your marketing position is, what customers are thinking and saying about you.
You can refine and target your research and analyse it to the inth degree, something pretty much impossible with traditional forms of research and analysis. You can begin an on line research project today and have the results and analysis at your finger tips as it happens, real time enabling you to modify your ads or marketing accordingly.
So does all this mean that Social media and Digital research are now the "silver bullet" for business?
Or are there still challenges, dilemmas?
The next chapter looks at the issue of challenges.