I am glad to announce that Sensu was being featured in the marketing magazine at the starting of this month! It is the recognition for our hard work and success, and makes us even more proud of what we do. The article talked about the acculturation differences of the Chinese compare to the other ethnic groups, characteristics of different ethnic populations in terms of social network adoption, and the importance of providing multi-cultural conversations to enhance the effectiveness of customer engagement.
Sensu has been using social media and in-language approach to target the Chinese customers for our clients. Why this approach? A recent data from Internet World Stats displays of nearly 2 billion internet users estimated in 2010, 82% spoke one of 10 macro-languages, where Chinese is the second most spoken language. According to the analytics from Environics, it displays that social media adoption is more prevalent for many multicultural clusters compare to the national rate. Based on the April 2012 report from Mckinsey, it also showed that 95% of the Chinese internet users are registered on a social media site. That gives us a reason to target online social media sites to engage the current and potential customers for our clients. This way we could also leverage our competencies in tracking and translating the big data into measurable insights for clients’ strategic business planning purposes.
A real business case mentioned by the marketing magazine was on the collaboration between Holt Renfrew and Sensu, where the Chinese social media site Weibo was used for the 175 anniversary of Holt Renfrew. The brand page started as an event based. It attracted 692 followers in 20 days, and produced an increase of 148% in conversion rate on Weibo between the years of 2010 to 2012.
According to the research from Brooking Institution Scholar Homi Kharas, the global middle class will double in size by 2030, where Asia will account for 64% of the global middle class. With the continuous high immigration rate from Asia over the years, these data indicates that the market will only get larger and larger. This way the best approach in customer engagement needs to be in place to correspond to this market change. As of the future, we would encourage the brands to go above and beyond to take the approach of understanding your customers, assist them in their preferred languages and embrace new media for the success in the multi-cultural market.