Holmes Report 02 Dec 2012 // 12:00AM GMT
BEIJING—Fleishman-Hillard is partnering with China-based IT services provider iSoftStone to create digital marketing campaigns.
FH will draw on iSoftStone’s capabilities in data analytics, cloud computing, mobile and Internet technologies to create and execute marketing campaigns designed to find, attract, engage and convert consumers across different platforms, including Web, email, social media and mobile.
According to Li Hong, Fleishman-Hillard’s president for China. “With iSoftStone solutions, we will be able to identify target customers more accurately and incentivize them more effectively because we will know where they have been and what they care about a brand or product. We will have a much clearer idea of what they want and will recalibrate our communications with a view to driving sales growth.”
With over 500 million Internet users and 1 billion mobile phone users, China presents enormous growth opportunities across a wide range of new digital technologies, Hong says. Total expenditure on digital advertising topped $5 billion last year, surpassing the amount spent on traditional newspaper advertising.
Lynne Anne Davis (pictured), Fleishman-Hillard president for Asia Pacific, says the two firms have won two contracts one enabling clients to track digital consumers’ online behavior, helping to craft campaign messages that generate leads on an e-commerce platform; another campaign using digital platforms to communicate to a targeted group of doctors and skin care experts and dermatologists.