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Ogilvy Viewpoint | 2021 Singles' Day Insights
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With all the new, marketers are faced with the change vs constancy dilemma - is change needed? How much needs to change? And how do we implement those changes in an optimal way?
Brands have to solve a tricky formula that involves changing some of their established eCommerce tactics whilst keeping what makes their brand unique and the fundamentals that have enabled sustained brand success in the past.
For both cutting-edge, digital-born players and well-established, heritage labels, Singles’ Day is a wonderful time to not only strengthen and consolidate their basic eCommerce operational capabilities, but also assess the comprehensive strength of their brand.
In a complex and rapidly-changing market environment with increased competition on traditional, social and content platforms, and the interoperability enabled by the dismantling of the so-called ‘walled gardens’, the future is full of possibilities for brands who swiftly adapt to navigate this new eCommerce era.
Think of Double 11 as an opportunity to go back to the essence of your brand and cultivate a comprehensive full-funnel strategic thinking to keep up with the pace of market trend changes, maintain competitive advantage and achieve long-lasting growth.
Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities: our experts in Public Relations, Growth & Innovation, Advertising, Health, and Experience work fluidly across 132 offices in 82 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NASDAQ: WPPGY).