One of the fastest growing markets for Mary Kay (along with many other companies) is China. Growth in Chinese sales via mobile has driven enormous overall e-commerce, with a 150 percent year-over-year increase in transaction volumes. Mobile is the digital channel of choice for many Chinese consumers who might not otherwise have access to physical stores or the Internet via desktop. But it’s no longer just about accessibility—the major e-commerce players, such as Tencent, Alibaba, and Baidu, having all recognized the mobile potential of the channel have used their size, reputation, and brand equity to capture new customer bases and deliver mobile payment systems that are trusted, secure, simple, and quick.
Designing a Proof of Concept for Marketing Automation
At the center of this Proof of Concept (PoC) was the idea of marketing automation and its potential to overcome some of the obstacles that characterize China’s digital market. Based on 3rd party research and case studies from each organization, an integrated and automated customer process returns significant dividends for companies that invest in marketing automation. The most compelling numbers include:
16% higher response and conversion rates
50% decrease in time to execute campaigns
44% decrease in cost per lead, and
15% higher revenue from automated campaigns