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How content is driving ecommerce

We spoke to Kim Leitzes about the evolution in digital marketing, along with the analytics and science behind it.

“I think the biggest thing that social media did was allow a direct conversation with consumers. Because it used to be that how you got to consumers was shelf space. And then the marketing dollars to build exposure. But now with social media and influencers, it's a direct conversation.”

"You are dealing with a person who's creative, who has feelings and has emotional connections to products and services."

 
A key opinion leader, or KOL as its most commonly called, is an influencer. Someone who has created an audience online.

I moved to China 10 years ago from the US. When I first arrived the concept of a KOL or a vlogger was a relatively unknown concept. The KOL is a mini content agency. They're creating original content about your product or your service. You are dealing with a person who's creative, who has feelings and has emotional connections to products and services.

The evolution in digital marketing, in general, is the analytics and science behind it. What's amazing about social media marketing is that you can have so much more information about who you're talking to and who you want to talk to. There is the science of it which is who are their fans in which two cities? And which age groups and interests? But then there's also the softer arts and that's where you know the good old skills of public relations really do matter.

"So, are people shopping all the time? No, they're consuming content all the time."

There have been a couple of interesting innovations with shopping in China. One is the concept of group-buying. Groupon existed in the US, but it went to a whole other level with Pindoudou and people buying things. It was at a scale that Groupon had never seen before. 

And then you have the rise of live streaming where you have people commenting, their comments are crossing the screen and there's a lot of engagement happening that doesn't exist with TV. Live streaming in China is one to tens and hundreds of thousands. A top beauty live streamer sold 15,000 lipsticks in five minutes.

How products are shared are sometimes completely upfront and you might even say commercial. But the commentary's real. So, are people shopping all the time? No, they're consuming content all the time. And so, the question is does that content influence them to purchase?”