Most agencies in China (local and foreign) are campaign-centric and therefore view technology from a tactical perspective. We view digital systems holistically across all communication channels and across all stages of the customer journey.
It’s all about the data. There’s not a lot of value in a really cool ad that might attract eyeballs for a few short weeks if you can’t correlate website visits with past interest and previous purchases. We develop data models and analytics that track the end-to-end life cycle of your prospects and customers. You’ll be able to see what works in the moment, but you’ll also be able to see what the long term trends are – how long it takes prospects to convert, what marketing and prospect nurturing patterns generate the highest ROI, the total lifetime value of each customer and the optimal mix of acquisition and retention activities (and costs).
We enable your organization to integrate 1st party data (demographic data about your prospects and customers), 3rd party data and transactions (purchases, service and support requests, community participation) so that you have a 360-degree view of each customer so you can deliver a truly personalized experience at every step of the customer journey.
The digital foundation for your business needs to support an ever-evolving portfolio of communication channels – your brand and e-commerce websites, mobile apps, social media and video platforms, as well more traditional channels, such as direct sales, call centers and third-party partners.
It also needs to act as a fully integrated front-end to your ERP and other operations platforms.
Your digital services strategy is the glue that enables all these components to work together, so that sales reps, CSR’s and post-sales service delivery operations are fully aware of each prospect and customer’s previous interactions and attitudes toward your company’s products and services, as well as the status of all orders, service requests, warranty issues, etc.
OMNI CHANNEL COMMUNICATION
The Chinese digital market has well-established (and entrenched) players in each major channel – Baidu (search and keyword), Youku (video), WeChat (mobile), Weibo (social media), as well a highly fragmented secondary market of digital media.
Our team of local media experts will develop a portfolio of digital media platforms with consistent branding theme that leverages the unique capabilities of each channel.
Eastern Wind’s competitive advantage is that we not only provide a comprehensive, end-to-end digital platform, but we also provide best practices for marketing campaign, sales management, distributor management, quote-to-order and customer service operations that will enhance your organization’s professional image in China and ensure high levels of customer satisfaction with all interactions with your organization.