Marketing guru Tom Doctoroff will give members and other visitors of the American Chamber of Commerce in Shanghai a lively introduction into digital marketing and the way to reach China’s youngsters. From the invitation:
Chinese youth are intoxicated by a new digital universe. However, their relationship with all things digital is dramatically different from their Western counterparts. Chinese youth maintain a more functional relationship with technologies like the web and their mobile phones while Western youth maintain a deep emotional engagement with the technologies they use. The shape of the Chinese digital universe reflects not only new outlets for “release” and “self-expression” but eternal Chinese cultural imperatives rooted in an individual’s relationship with society and craving for acknowledgement.
AmCham Shanghai invites you to attend a lively, case study-filled presentation on the science of digital media featuring Tom Doctoroff, Area Director of North Asia and CEO of JWT Greater China, on June 24 at the Four Seasons Hotel. Doctoroff will discuss why only a few brands today have started to harness the emotional power of the digital universe, and will take you on a journey through the world of new media and uncover means of deepening bonds with young Chinese who are pulled between a polarized desire to “fit in” and “stand out.”