Jing Daily, the leading publication covering the business of luxury in China, does regular features spotlighting social media campaigns using WeChat to engage luxury buyers.
One recent example:
4. WeChat x Online to Offline (O2O): Chanel
From April 12 to 24, French luxury powerhouse Chanel opened Coco Café, a pop-up café-themed beauty store, in Shanghai. Visitors to the store could order a cup of coffee and some snacks provided by the brand while browsing beauty products and enjoying customized make-up services. Coco Café has been a huge hit, attracting thousands of visits to the site every day. Chinese social media was filled with photos taken by consumers in the store, who seemed undeterred by the long line snaking around the block. VIP customers could avoid the long lines by reserving a spot on Chanel’s official WeChat account ahead of time.
The campaigns are clever, and the coverage is thought-provoking. What is unclear, and what the article never probes, is whether any of these campaigns do anything to increase market share, drive more sales, increase brand awareness, or drive business goals. And that highlights a larger problem.
There is nothing wrong with using technology to deliver clever campaigns in marketing. But when the technology is being used on tactics and campaigns with vague objectives like “increase engagement with the brand,” “deepen affinity,” or “increase visibility,” something is broken. Each of these phrases is euphemistic shorthand for “conduct activity in order to be seen conducting an activity.” In short, marketing for its own sake. Or worse, marketing for the sake of marketers.
The true promise of technology in marketing is the ability to reduce the size of a target market down to the single individual. I call this “sniper marketing,” the ability to market to each targeted individual personally, using the right pitch, the right channel, at the right time, and in the right place, and do so in a way that makes the entire experience fun and meaningful.
What so much of marketing – even good marketing – remains, especially in China, is spray-and-pray: get in front of a whole lot of people in the hopes that, somewhere in that mass, is a subset of people who want to buy your product. All of the people reached who are not in that subset represent money wasted by the company, time wasted by the consumer inconvenienced with superfluous messages, and credibility wasted by marketers for touting campaigns that deliver anemic returns on the time and money invested.
We should applaud the creativity behind the campaigns on Jing Daily. But we should withhold our cheers, recognizing that these efforts were but a temporary stage in our efforts to do much better. Because companies are not going to put up with this type of activity for much longer.
It is time we evolve past this interim phase in marketing technology set about using the tools we have been given to downscale marketing so that we can conduct a million individually-targeted campaigns for the same money (or less) than it would cost us to conduct a mass campaign aimed at a million people. The result will be orders of magnitude greater effectiveness, measured in the only currency that matters: additional sales and deeper customer loyalty.
Anything less, and we are betraying the trust given us, and marketing will follow farriers and feather merchants into premature obsolescence.