Luxu Technologies

16/02/2022

HortiPower
Test

02/08/2020

Are you losing money by using the wrong marketing strategies?

When you are a big brand - trust is almost given. It's not always high trust, but it's exist. However, in the case of 0 to 1 brands, brands that are still new, trust, do not exist. When people don't have trust, they would 'fill the gaps' with their assumptions.

What type of mistakes can we see new brands doing?
1. Not responding fast - When you don't have the legacy, the history, the best and fastest way to build trust is to show you care. One of the easiest ways to show you care is by lighting fast customer service. When was the last time you have got a response within 5/10/20 minutes? Think of the wow effect such a response would make.
2. Telling instead of doing, Or in other words, consistency between values and actions. What is the type of misalignments? Green brands using too much plastic. There are plenty of examples, and each one of you could probably list a few of them.
3. They were focusing on customers' feedback instead of customers' actions. Listening to customers IS essential. However, there are a few ways to listen to them. We prefer to understand what they are currently doing, how they are achieving the current goals using the product INSTEAD of asking them how to make the product better. What do you want to understand is not how to improve the product, that's for later. You want to understand what is the alternative, why are the customers choosing them?
4. They are neglecting the most critical touchpoint. Nobel laureate Daniel Kahneman described this phenomenon as the "peak/end rule," which explains that we characterize our experiences based on the most intense and final moments. A classic example is packaging and delivery; most new brands neglect this part. It's not that their packaging is not nice, it's just that an extra $1 or $2 would make it more impressive.

21/05/2019

Are we heading for a 'China-like' marketing landscape?
As privacy becomes a bigger concern, Facebook going to allow users to STOP the external data collection about them, Google Chrome will limit cookies - and that's just the start.
Where should marketer look to understand about this new world, where marketing people can't have too much data (or just half of the data) about customers?
China is the answer.
China social media is built from close gardens. The Alibaba Garden, The Tencent Garden, The Bytedance garden.
Such garden shifts the focus from media buying to 'viral planning', promotions and utilizing existing assets (influencers, billboards etc).

18/05/2019

It's easy to forget the obvious: buyers are most open to challenge their thinking when they are doing the research.

Agree? Disagree?

02/05/2019

CMOs, What your peers are saying? What are the most important media Channels?
A Survey was done by Nielsen, Mobile video & other forms of (mobile) display are going to take a much more central role in the coming years.

Video is becoming the most consumed content in terms of time.

02/05/2019

As videos are taking a central part of the marketing content mix, people ask: 'Which content should we use for which stage?'

This great infographic by https://www.wootag.com/ give some ideas for the right content for each stage.

01/05/2019

The online Fashion/e-commerce industry is going to double itself in the coming years.
Many of the future giant companies haven't even 'born'/created yet.

29/04/2019

Who are the fastest adopters of Second-hand clothes?
Gen Z (Born 1995 to 2012).

28/04/2019

Just like used car sales improved the new car sales, we are going to see significant changes in buying behavior as reselling going to be easier.

27/04/2019

Are reviews important?

How are you getting your reviews? On which channels?

25/04/2019

6 Traits of Chinese Middle-class Millenials:
1. Dress to Fulfill Yourself (Not to Impress)
2. “Interesting” Is Better than “Capable”
3. Longing for Belonging and Closeness
4. The Product That No One Had
5. Working Hard Towards Something They Desire
6. The Boundary Between Online and Offline Has Blurred

Interesting list. However, I would say that besides 6, all traits are similar across the developed world.

The latest report from creative agency Ogilvy China, Making Luxury Brands Matter, gets into the collective mind of the millennial demographic.

22/04/2019

Are you focusing on customizing content to the audience?
55% of marketers say ‘better use of data’ for audience targeting is a priority.
What does it mean?
1. Using data-driven marketing. It means that the content, ADs and communication prospect see are based on their current buying stage.
2. Using tools (and data) to optimize journey/experience.
3. Making the content more compelling by understanding the prospects better.

Source: https://econsultancy.com/majority-of-marketers-data-audience-targeting-priority-2019/