Campaign China – Private traffic has been a buzzword for marketing in China for several years. Compared with ‘public traffic’ where consumer data is operated and managed by platforms, private traffic is fully controlled by brands to reach consumers directly at a relatively low cost. This is primarily done through social media apps such as WeChat, Douyin and Kuaishou.
Greg Paull, Co-founder and Principal of R3, said: China’s strict pandemic policy has demonstrated the importance of private traffic. With limited retail options and group-buying gaining popularity, marketers are leveraging their CRM data to engage consumers offline and develop brand loyalty. With an increased focus on collecting first-party data, privacy will be an issue, and future regulation will have an effect on how brands develop and run their campaigns. There will be greater investment in CRM, data analytics and AI to integrate consumer data into business intelligence tools. Marketers are very focused on optimising their investments and will want to leverage any insights they acquired from private traffic to optimise campaigns and catch lucrative trends quickly.