Programmatic marketing, he said, “creates infinite opportunities for brands to reach their customers” and suggested that destination-based targeting and seasonal re-targeting were tactics that worked well for travel clients.
He also highlighted the weeks leading up to the Chinese New Year as important for retailers, as consumers bought new clothes and household goods as well as gifts for relatives.
Dobson advised them to set up a basic framework combining a multi-platform digital strategy with data optimisation based on time-of-day targeting.
A greater level of sophistication could be achieved, he added, by introducing social synching – in which social content is taken in real time from brands and their ambassadors and streamed into banner ads.
Jing Daily noted that Chinese New Year promotions could have lasting benefits for international luxury retailers, an example being the launch of Alipay’s ePass in October 2014, which allows Chinese online shoppers to order directly from Bloomingdale’s US online shop.
That means, it said, that Chinese tourists who are impressed with the store while travelling for Chinese New Year now have the opportunity to keep shopping when they return to China.