China Digital Strategy

Chinese travelers have become the strongest source of growth in the global outbound travel market. All eyes are on China and the competition to attract Chinese tourists is intensifying. In order to stand out, brands need to develop a sound digital strategy for the local market. To complicate things, consumer behaviour and the online travel industry itself are constantly evolving, requiring brands to quickly adapt their strategies. At Dragon Trail Interactive, we help international clients gain understanding of the Chinese market and subsequently plan and execute multi-channel digital strategies to achieve their goals. Our experience and industry knowledge ensure that brands capture and engage consumers across all stages of the digital journey.

Social Media & Campaigns

Chinese netizens are among the most enthusiastic adopters of social media, with over 629 million social media accounts as of July 2015. Successful travel brands leverage social media to capture consumers’ imagination through creative story telling, leveraging engaging content that include images and video. More importantly, they use social media to interact with fans, by listening to what the fans are saying, and responding to questions and comments. To accelerate social media visibility, brands can create integratd campaigns involving travel Key Opinion Leaders (KOLs), online and offline promotional strategies, games and contests for maximum effect. Social media is an ideal platform for brands to establish a long term relationship with customers, developing strong loyalty marketing programs, which extend beyond a single vacation. Our social media and marketing team provides turnkey solutions and can advise on best practices based on objectives and budgets.

Technology & Creativity

According to Google and London based start-up Triptease, it only takes a user 50 milliseconds to judge a website, with up to 94% of people having abandoned a hotel booking website because of a poor user experience. For international companies seeking to establish a presence in China, baseline expectations should be to have a professionally translated website, hosted locally with integrated Chinese social media to ensure a smooth browsing experience. Our in-house team of software developers and system engineers are experts in designing and developing localized websites that appeal to Chinese audiences and are supported by powerful Content Management Systems. Currently, 89% of Chinese netizens are accessing the internet on their smartphones, highlighting the need for mobile responsive design for websites and campaigns. Our marketing strategies are executed by a strong creative team ensuring originality and aesthetical appeal. All of our initiatives are supported by bespoke technical solutions, ranging from HTML5 campaigns, iBeacons for offline to online (O2O) marketing, through to WeChat applications and connectivity to Chinese OTAs.

Digital Marketing & E-commerce

Effective digital marketing strategies should always begin with a sturdy approach to Search Engine Optimisation (SEO), followed by further marketing activities such as Search Engine PPC advertising, CPM advertising and Cost per Action (CPA) campaigns. With the advent of mobile as the dominant platform for accessing the internet in China, small form factor design and development are becoming less of an afterthought and more of a necessity when thinking digital. Online bookings are also seeing amazing growth, with 80% of Chinese travellers having gone online to plan and book their trip in 2014. Managing your online footprint and establishing proper e-commerce facilities is difficult, but will ensure consumers are never more than just a few clicks away from finding your brand online and making a transaction.

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