Search behaviour is undergoing a seismic shift, and the implications for brands are profound. Artificial intelligence tools like ChatGPT and Bard are no longer just novelties—they are becoming the go-to for millions seeking instant, conversational answers. Simultaneously, platforms like TikTok and Instagram have emerged as primary search engines for younger generations, with nearly 40% of Gen Z preferring TikTok over Google when searching for everything from local restaurants to financial advice, according to a survey by eMarketer.

This transformation is forcing brands to rethink their strategies. The once-reliable pillars of SEO and search engine marketing (SEM) are being upended by AI-driven search models and algorithm-powered social media platforms that prioritise video content. In this new ecosystem, traditional keyword optimisation may lose relevance as conversational AI tools favour well-structured, contextual content. Similarly, social media search trends signal a growing demand for visual-first strategies, where brands that fail to adapt risk losing visibility.

The consequences extend beyond digital marketing tactics. AI-driven local searches and social platforms’ discovery algorithms increasingly favour large companies with the resources to invest in cutting-edge content strategies and ad placements. Smaller businesses, already stretched thin, may struggle to compete in a landscape that rewards scale and technical sophistication.

As search engines cede ground to AI and social media, marketers are left grappling with a key question: Will this democratise access to information or entrench the dominance of tech giants and large brands? What is clear is that the evolution of search will define how consumers discover and engage with businesses in the years to come, and the strategies marketers deploy today will determine who thrives in this new digital reality.

The Rise of AI in Search

AI-powered tools like ChatGPT, Bard, and Bing AI are redefining how consumers approach online searches, moving away from the traditional keyword-based structure of platforms like Google. Instead of entering a few words and scanning links for relevance, users are turning to AI for detailed, conversational responses. This shift reflects a growing preference for precision and speed—factors that are reshaping digital marketing at its core.

According to a report by Gartner, conversational AI platforms are expected to influence 50% of all search interactions by 2026. These tools not only provide more direct answers but also offer personalised and context-aware suggestions based on user intent. For example, a search for “best eco-friendly cars under $30,000” on ChatGPT might generate a list of options with detailed comparisons, saving users the time required to comb through multiple websites.

This evolution poses significant challenges for traditional SEO strategies. The long-standing reliance on keywords and backlinks is giving way to content strategies designed to answer complex, multi-layered queries. Marketers are now prioritising structured data, FAQ formats, and in-depth, evergreen content that conversational AI models can extract and summarise. 

“Optimising for AI search engines means creating content that anticipates user intent and provides answers, not just traffic bait,” explains Lisa Myers, CEO of Verve Search.

Big companies are likely to gain an advantage in this transition. With larger budgets and teams, they can rapidly adapt to the demands of AI-optimised content. Enterprises like Amazon and Walmart have already begun leveraging schema markup and structured product data to align with AI search capabilities, ensuring their products remain visible across platforms. Meanwhile, smaller businesses may lack the resources or technical know-how to implement these changes effectively, leaving them at risk of reduced visibility.

One notable trend is the rising importance of domain authority and expertise. Conversational AI tools tend to favour content from trusted and credible sources, further entrenching the dominance of established brands. A recent analysis by SEMrush found that websites with robust, expert-driven content see higher inclusion rates in AI-generated results compared to those that rely on generic blog posts.

This transformation is a double-edged sword. While AI’s conversational approach enhances user experience, it may also widen the gap between market leaders and smaller players. For marketers, the stakes have never been higher. Adapting to the nuances of AI search requires not just content realignment but a fundamental shift in how brands think about discoverability in a digital age increasingly dominated by machine learning.

Social Media as Search Engines

For younger generations, TikTok and Instagram are no longer just platforms for entertainment—they are primary tools for finding information. A recent survey by Insider Intelligence revealed that 40% of Gen Z prefer TikTok over Google for searches related to restaurants, shopping, and lifestyle recommendations. Similarly, Instagram, with its vast array of reels and tagged posts, has become a hub for discovering trends, products, and local businesses. This shift marks a dramatic rethinking of how consumers seek and consume information.

The rise of video-first, algorithm-driven content is central to this trend. Social media platforms deliver search results tailored to user behaviour, relying on sophisticated algorithms to prioritise content that aligns with individual interests. A search for “easy vegan recipes” on TikTok, for example, not only provides video tutorials but also user-generated reviews, tips, and hacks—all presented in under a minute. This bite-sized approach appeals to a generation accustomed to consuming information quickly and visually.

The implications are profound for media outlets and traditional information sources. Platforms like TikTok and Instagram are not merely complementing Google—they are competing for attention. News publishers and content creators are increasingly forced to tailor their stories into short, visually engaging formats to remain relevant. A study by Pew Research Center found that nearly 30% of U.S. adults now regularly get their news from Instagram, underscoring the platform’s growing influence as a source of information.

The impact on SEM and SEO strategies is equally transformative. Traditional keyword-based optimisation is losing ground to visual search optimisation. For marketers, this means a renewed focus on creating high-quality, engaging video content that aligns with social media algorithms. Videos with compelling hooks, captions, and tags are crucial for discoverability. Additionally, influencers and user-generated content play a vital role, with algorithmic preferences often favouring authentic, relatable material over professionally produced ads.

Brands that successfully adapt to these trends are seeing tangible benefits. Chipotle, for example, used TikTok to promote its menu with viral challenges and behind-the-scenes videos, generating millions of views and increased foot traffic. Smaller businesses, too, can gain visibility by leveraging platform-specific trends and hashtags, though the competitive landscape can be challenging.

For marketers, the rise of social media as a search engine offers opportunities and risks. On one hand, platforms like TikTok and Instagram provide direct access to highly engaged, niche audiences. On the other, they demand a more dynamic, resource-intensive content strategy to stay visible. As social media continues to redefine the search landscape, brands must adapt quickly or risk being eclipsed in the fast-moving world of algorithm-driven discovery.

The Impact on Local Searches

The integration of AI and social media into search is redefining how consumers discover local businesses. AI-powered tools like ChatGPT and Google Bard are capable of hyper-personalised recommendations, providing users with tailored suggestions for dining, shopping, and services based on their location, preferences, and prior behaviour. Meanwhile, TikTok and Instagram are emerging as powerful tools for local discovery, with users increasingly turning to these platforms for everything from restaurant reviews to hidden gems in their neighbourhoods.

This shift is driven by the immediacy and relatability these platforms offer. A quick search for “best coffee shops near me” on TikTok might yield dozens of short videos showcasing not just the menu but the ambience, customer experiences, and even real-time pricing. Similarly, Instagram’s geotagged posts and story highlights make it easy for users to explore local businesses through authentic, visually engaging content. According to a recent survey by BrightLocal, 34% of consumers now rely on social media for local business recommendations, a number that continues to climb.

For small businesses, this evolution presents both opportunities and challenges. On one hand, platforms like TikTok and Instagram offer a level playing field where smaller brands can compete with larger corporations by leveraging creativity and authenticity. A small bakery, for example, can attract attention through visually appealing reels that highlight its products and customer stories. On the other hand, the dominance of AI-driven recommendations often favours larger companies with established digital footprints and resources to invest in advanced SEO and content strategies.

Hyper-personalisation also comes with higher expectations for relevancy and responsiveness. AI tools prioritise businesses with detailed, accurate information online—such as updated hours, menus, and customer reviews. Companies that fail to maintain a robust digital presence risk being excluded from AI-curated results. In this environment, small businesses must prioritise local SEO, user-generated content, and active engagement on social platforms to remain competitive.

For large corporations, the integration of AI and social media into local search further solidifies their dominance. Chains with resources to optimize AI and social media strategies at scale can flood platforms with location-specific ads, promotions, and content, making it harder for smaller competitors to gain visibility. As consumers increasingly rely on personalised and social-driven local searches, the battle for relevance will hinge on agility, creativity, and a deep understanding of these evolving ecosystems.

Winners and Losers in the New Search Landscape

In the new world of AI-driven and social media-influenced search, big companies hold a clear advantage. Their extensive resources allow them to adopt cutting-edge AI tools, optimise social media strategies, and scale content creation with relative ease. Companies like McDonald’s, for instance, have leveraged AI to refine their customer targeting, using tools that analyze vast amounts of data to craft personalised ad campaigns across platforms. Similarly, brands like Nike dominate social media algorithms by producing high-quality, frequent, and visually compelling content bolstered by influencer partnerships and larger ad budgets.

These capabilities position large corporations to consistently appear at the top of AI-curated search results and dominate the social discovery algorithms that younger generations increasingly rely on. Their ability to invest in emerging technologies, such as machine learning for predictive analytics and video-first campaigns tailored to TikTok and Instagram, ensures they remain visible and relevant in the crowded digital marketplace.

Small businesses, however, face significant hurdles. Limited budgets and leaner teams make it challenging to invest in the tools and expertise necessary to compete with industry giants. According to a 2023 report by the Small Business Administration, 78% of small businesses cited the cost of technology as a primary barrier to digital transformation. For many, the financial burden of producing high-quality video content, optimising for AI search, or running paid campaigns on platforms like TikTok and Instagram is simply out of reach.

Despite these challenges, small businesses can carve out a competitive edge by focusing on authenticity, niche markets, and community engagement. Local boutiques, for example, can use social media to highlight their unique offerings, share customer stories, and foster genuine interactions with their audience. By prioritising user-generated content and tapping into local influencers, they can amplify their reach without the need for massive ad budgets. Additionally, emphasising their role within the community—through events, partnerships, or localised content—can help small businesses stand out in AI-curated searches and resonate with socially conscious consumers.

In this new search landscape, the ability to adapt is paramount. While big companies may dominate through scale, small businesses have the opportunity to thrive by doubling down on what makes them unique. As technology continues to reshape the digital ecosystem, success will belong to those who can navigate its complexities with creativity and agility.

The Future of Search and Discovery

As AI and social media redefine how information is found and consumed, traditional search engines face a critical crossroads. Google’s dominance is already being challenged by platforms like TikTok, which offer visually rich, user-generated content and algorithmic precision. If current trends persist, traditional search engines may need to pivot significantly to retain relevance, likely integrating more conversational AI and multimedia features to meet evolving user expectations.

Social media’s role as a search tool is set to deepen. Platforms like Instagram and TikTok are likely to refine their search capabilities further, incorporating more advanced filters, localised suggestions, and AI-driven insights to enhance the user experience. The growing popularity of shoppable content on these platforms also hints at a future where search, discovery, and purchasing are seamlessly intertwined.

AI innovations will further transform search by prioritising personalisation and intent. Emerging algorithms are expected to leverage contextual clues—such as location, past behaviour, and even sentiment analysis—to deliver hyper-relevant results. For marketers, this means the era of generalised content is ending. Instead, success will demand nuanced, targeted strategies that align with the unique needs and preferences of individual users.

Future-proofing strategies require a multi-pronged approach. Marketers must diversify their efforts across traditional search engines and social platforms, ensuring visibility in both ecosystems. Investment in dynamic content—particularly video and conversational formats—is critical, as is a commitment to data-driven insights. Finally, brands must remain agile, adapting quickly to technological and behavioural changes in a world where the search landscape evolves at an unprecedented pace.

Navigating the New Search Reality

The shift in search behaviour, driven by AI and social media, marks one of the most significant changes in digital marketing in decades. Traditional search engines are no longer the sole gateway to information, as platforms like TikTok and Instagram reshape how users discover, engage with, and act on content. These changes are creating new opportunities but also stark challenges for marketers and brands.

Staying ahead requires agility and a deep understanding of emerging trends. Success lies in embracing new technologies, tailoring content for AI-driven platforms, and creating visually engaging, authentic experiences for social media users. The future of search is being written now, and the brands that innovate today will define tomorrow’s digital landscape.

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Around the world, few cultural celebrations hold as much sway as the Chinese New Year. This time-honoured festival, celebrated by billions around the globe, has transcended its origins as a traditional Chinese holiday to become an international phenomenon with far-reaching implications for businesses worldwide. As we look ahead to 2024, brands would be wise to take heed, for the Chinese New Year, which falls on February 10th, ushers in the Year of the Dragon under the auspices of the Wood element.

The significance of Chinese New Year globally cannot be overstated. The festival has evolved from a local observance into a truly global celebration, representing a unique opportunity for brands to connect with a vast and culturally diverse audience. According to recent data, the influence of the Chinese New Year extends well beyond Asia, with 2 billion individuals from various cultural backgrounds partaking in the festivities. In 2023, for instance, the annual expenditure during the holiday reached a staggering $1.5 trillion worldwide, a figure that has steadily increased over the years.

In 2024, we find ourselves at the threshold of the Year of the Dragon, a symbol of power, strength, and good fortune in Chinese astrology. This celestial occurrence, combined with the prevailing Wood element, carries profound implications not only for individual destinies but also for the strategies of businesses seeking to capitalise on this auspicious year. Understanding the traditions and predictions associated with Chinese New Year is not merely an exercise in cultural awareness; it is a strategic imperative for brands aiming to navigate the global market successfully.

In this article, we delve into the transformative journey of Chinese New Year, from its roots as a local celebration to its current status as a global trendsetter. By examining the significance of the Year of the Dragon and the Wood element alongside the rich tapestry of Chinese New Year traditions, this article will equip brands with invaluable insights into how to harness the global influence of Chinese New Year in 2024 and beyond. 

The Global Reach of Chinese New Year

The global footprint of Chinese New Year is staggering, and the numbers speak volumes. In 2023, the festival reached its zenith with more than 2 billion people participating worldwide, making it one of the most widely observed holidays on the planet. Notably, Chinese New Year transcends ethnic and cultural boundaries, uniting individuals from diverse backgrounds in the spirit of celebration. This phenomenon extends beyond China’s borders, with vibrant festivities in Malaysia, Singapore, Thailand, and Indonesia, showcasing the holiday’s widespread appeal.

The evolution of Chinese New Year from a traditional festival to a global cultural phenomenon is a testament to its adaptability and resonance. No longer confined to ancestral customs, it has embraced modernity while retaining its core values. The holiday now encompasses many traditions, from the iconic dragon and lion dances to the giving of red envelopes (hongbao) and family reunions. Brands that grasp this evolution can leverage it to forge authentic connections with their target audiences.

Yet, its economic significance makes Chinese New Year an unmissable opportunity for brands. According to market research, consumer spending soars to unprecedented heights during the Chinese New Year season. In 2023, consumers worldwide spent an estimated $1.5 trillion, with most of this expenditure occurring in Asia. This astronomical figure underscores the immense purchasing power that Chinese New Year commands and the vast potential for brands to tap into this lucrative market.

For brands, Chinese New Year offers a window of opportunity beyond mere celebration. It provides a platform to engage with consumers on a deeper cultural level, foster brand loyalty, and drive sales. Savvy marketers have recognised the immense brand opportunities embedded in this tradition, crafting campaigns that resonate with the festival’s spirit while aligning with their brand identity.

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The Year of the Dragon and Wood Element

In Chinese astrology, each year is woven with symbolism and significance. For 2024, the celestial spotlight falls upon the majestic and mythical creature—the Dragon. Understanding the symbolism and attributes of the Year of the Dragon, in conjunction with the prevailing Wood element, is essential for brands seeking to align their strategies with the overall cosmic forces.

The Dragon, in Chinese astrology, holds a preeminent position. It is regarded as a symbol of power, strength, and good fortune. Those born under the sign of the Dragon are believed to be charismatic, assertive, and natural leaders. Historically, Dragons have been associated with emperors, signifying their divine right to rule. This symbolic potency translates into consumer behaviour. During the Year of the Dragon, individuals often seek to embrace these qualities, aspiring to achieve personal growth and success. Brands can capitalise on this aspiration by crafting campaigns that resonate with the Dragon’s traits of leadership and ambition.

Complementing the Year of the Dragon is the Wood element, which rotates cyclically with other elements in Chinese astrology. Wood is associated with growth, renewal, and expansion. Just as a tree flourishes, Wood signifies the potential for growth, both personally and economically. Individuals born in a Wood year are believed to possess qualities such as adaptability and creativity, making them open to new ideas and experiences.

The intersection of the Year of the Dragon and the Wood element in 2024 offers a unique set of circumstances that can significantly influence consumer behaviour and brand strategies. As individuals look to harness the Dragon’s strength and Wood’s growth potential, they may be more inclined to invest in personal development, education, and career advancement. Brands that align their products and messaging with these aspirations stand to benefit greatly.

Statistics reveal the economic implications of such astrological phenomena. During previous Dragon years, consumer spending often witnessed a substantial increase. For instance, in the last Year of the Dragon in 2012, consumer spending during the Chinese New Year season surged by approximately 16.2% compared to the previous year. This data underscores the correlation between astrological symbolism and consumer behaviour, offering brands valuable insights into the potential growth and prosperity associated with the Year of the Dragon.

Chinese New Year Traditions and Predictions

These age-old customs are not merely rituals; they are woven into the very fabric of Chinese culture, symbolising a collective desire for luck, wealth, and health in the year ahead.

Key Traditions and Their Symbolic Meanings

At the heart of Chinese New Year celebrations lies the practice of setting off firecrackers and fireworks. These explosive displays are believed to ward off evil spirits and bring good fortune for the upcoming year. The resounding explosions, coupled with vibrant red and gold colors, create a sensory experience that brands can draw upon to evoke feelings of excitement and anticipation.

Another integral tradition is giving red envelopes, known as “hongbao.” These envelopes, typically containing money, represent blessings and are exchanged between family members, friends, and colleagues. Gifting hongbao is steeped in symbolism, signifying the transfer of good luck and prosperity. Brands can emulate this gesture by offering special promotions or discounts, effectively sharing the spirit of generosity associated with hongbao.

The dragon and lion dances are vibrant performances that captivate audiences worldwide. 

These traditional dances are not mere spectacles; they are deeply symbolic. The dragon dance represents the powerful Dragon sign, and the lion dance is believed to ward off evil spirits and bring good fortune. Brands can harness the energy and symbolism of these dances in their marketing campaigns, symbolising their commitment to warding off negativity and inviting prosperity.

Influence on Year’s Prospects

These Chinese New Year traditions hold more than just cultural significance—they are believed to influence the prospects of the year. The rituals surrounding the holiday are steeped in auspicious symbolism. For example, fireworks are thought to dispel negative energies, allowing positive forces to flourish. Similarly, the exchange of hongbao is believed to ensure financial well-being throughout the year.

Incorporating these traditions into brand strategies can foster a strong emotional connection with consumers. Brands that embrace these customs acknowledge their cultural significance and actively participate in the collective aspiration for good fortune. It’s not merely a matter of superficial marketing; it’s about becoming a part of the auspicious narrative.

Incorporating Traditions into Marketing Strategies

Brands can take inspiration from these traditions to craft campaigns that resonate with consumers on a profound level. Red and gold color schemes can be incorporated into product packaging or promotional materials, symbolising luck and wealth. Special discounts or promotions can be framed as a form of hongbao, aligning the brand with the spirit of giving and prosperity.

Additionally, the idea of dispelling negativity and inviting positivity can be woven into messaging. Brands can convey their commitment to a fresh start and the pursuit of success in the Year of the Dragon. By aligning marketing efforts with these traditions and their underlying symbolism, brands can authentically connect with consumers and stand out in a crowded market.

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Successful Brand Campaigns

Let’s turn our attention to some noteworthy case studies of brands that have successfully tapped into this dynamic market. By combining strategic insight and cultural sensitivity, these brands achieved remarkable results.

1. Burberry’s Lunar New Year Campaign (2020)

In 2020, Burberry embarked on an innovative Lunar New Year campaign that left a lasting impression on consumers. The brand introduced a dedicated WeChat mini-program, which allowed users to embark on a digital journey through their hometowns, sharing festive greetings and exploring Chinese culture. The mini-program cleverly engaged users and fostered a sense of connection.

However, the true brilliance of Burberry’s campaign lay in its limited-edition collection, adorned with Chinese New Year motifs. This move demonstrated cultural sensitivity and catered to the desire for exclusive, festive attire during the holiday season. The strategy paid off handsomely, with sales soaring, underscoring the immense potential for brands to leverage the allure of Chinese New Year to boost revenue.

2. Nike’s “Year of the Rat” Collection (2020)

Nike, renowned for its innovative marketing strategies, scored big with its “Year of the Rat” collection in 2020. The brand consistently releases special Chinese New Year-themed products, but this collection was exceptionally well-received. Nike expertly fused traditional Chinese symbols with contemporary design elements, creating a product range that appealed to a wide-ranging audience.

By celebrating the Year of the Rat in style, Nike tapped into the consumer desire to embrace the astrological sign of the year. The collection resonated with Chinese consumers and those who appreciated the aesthetics and cultural significance, exemplifying Nike’s ability to bridge tradition and trend seamlessly.

Pitfalls to Avoid

While successful Chinese New Year campaigns can yield immense rewards, it is equally crucial to heed the cautionary tales of brands that have faltered in their attempts to tap into this celebrated tradition. 

1. Pepsi’s “Fails” Campaign (2018)

In 2018, Pepsi ignited a controversy with an ad that exhibited a lack of cultural sensitivity. The ad featured Kendall Jenner seemingly resolving a protest by offering a police officer a can of Pepsi, implying that a soft drink could heal societal divisions. The commercial’s oversimplification of complex social issues and its trivialisation of protests were immediately met with public outrage.

The campaign’s failure can be attributed to a profound misunderstanding of the cultural and social nuances surrounding such sensitive topics. Pepsi’s attempt to capitalise on a festive occasion came across as tone-deaf, rendering its message culturally insensitive and deeply inappropriate.

2. Dolce & Gabbana’s Controversial Campaign (2018)

The same year, Dolce & Gabbana faced a monumental public relations crisis during the Chinese New Year season. The brand’s ill-conceived campaign featured a Chinese model attempting to eat Italian food with chopsticks, a portrayal that many deemed offensive and culturally insensitive. The controversy deepened when offensive messages allegedly sent by one of the brand’s co-founders surfaced online.

This debacle illustrates the potential repercussions of cultural insensitivity and the power of social media to amplify consumer outrage. Dolce & Gabbana’s failure to understand and respect Chinese culture damaged their brand reputation and resulted in canceled events and a significant loss of sales in the Chinese market.

These instances serve as stark reminders of the pitfalls that brands must avoid when participating in Chinese New Year marketing. Cultural awareness, research, and sensitivity are paramount. Brands that fail to appreciate the intricacies of the holiday’s customs, symbolism, and values risk alienating their target audience and facing public backlash.

Strategies for Brand Success

As brands seek to capitalise on the global influence of Chinese New Year, it is essential to approach this vibrant market with careful consideration and strategic intent. To ensure success, here is a checklist of practical tips and strategies that emphasise the significance of cultural sensitivity, authenticity, and local market knowledge:

1. Cultural Sensitivity and Respect

  • Prioritise cultural awareness and sensitivity throughout the campaign planning process.
  • Invest in cross-cultural training for your team members to foster a deep understanding of Chinese traditions and values.
  • Conduct thorough research to avoid any inadvertent cultural insensitivity in your messaging, imagery, or symbolism.

2. Authenticity and Storytelling

  • Craft authentic narratives that resonate with the spirit of Chinese New Year. Share meaningful stories that reflect the values and aspirations of the holiday.
  • Showcase your brand’s commitment to cultural understanding and appreciation in a genuine and transparent manner.
  • Highlight the cultural significance of your products or services in a way that feels authentic rather than forced.

3. Local Market Knowledge

  • Recognise that Chinese New Year traditions can vary across regions and communities. Tailor your campaign to specific local customs and preferences.
  • Leverage local partnerships and collaborations to gain insights into the nuances of your target markets.
  • Stay informed about market trends and consumer behavior in the lead-up to Chinese New Year, adapting your strategies as needed.

4. Integrating Chinese New Year Themes

  • Incorporate traditional colors such as red and gold, which symbolise luck and wealth, into your product packaging, marketing materials, and store decorations.
  • Feature Chinese New Year motifs, zodiac animals, and auspicious symbols in your designs to resonate with consumers’ cultural sensibilities.
  • Develop special limited-edition products or collections that align with the Year of the Dragon and the Wood element, reflecting themes of strength and growth.

5. Personalisation and Gifting

  • Consider offering personalised or customisable products and services, echoing the tradition of gifting hongbao (red envelopes).
  • Create unique and memorable customer experiences, such as personalised messages or exclusive gifting options.
  • Encourage consumers to share their Chinese New Year experiences with your brand through user-generated content, promoting a sense of community and connection.

6. Digital Engagement

  • Harness the power of digital platforms, especially social media and e-commerce, to engage with consumers during Chinese New Year.
  • Develop interactive campaigns, games, and challenges that encourage user participation and generate buzz.
  • Utilise Chinese social media platforms such as WeChat, Weibo, and Douyin to reach a wider audience and engage in real-time conversations.

By adhering to these strategies and ensuring cultural sensitivity, authenticity, and local market knowledge, brands can navigate the complexities of Chinese New Year successfully. The Year of the Dragon and the Wood element provide a unique backdrop for creating meaningful connections with consumers and driving brand growth. Remember that the global influence of Chinese New Year is not just an opportunity for sales but also a chance to foster long-lasting relationships and brand loyalty.

Unleash Prosperity: The Power of Chinese New Year Marketing

Chinese New Year is more than a holiday; it is an unparalleled opportunity for brands to bridge tradition and trend, uniting the profound significance of culture with the dynamic forces of global commerce. It is a time to celebrate the harmony of tradition while daring to innovate and create trends that resonate with consumers.

As we look ahead to the Year of the Dragon and the Wood element in 2024, let us remember that Chinese New Year is not merely a festival; it is a canvas on which brands can paint stories of prosperity, connection, and growth. It is a time when tradition and trend converge, offering a transformative journey for brands and consumers.

Conducting market research on an international scale is an increasingly common requirement. Global markets are more critical than ever, offering growth to businesses facing domestic stagnation or saturation. But international market research can be a challenge to get right. This article explores the top 5 challenges in international marketing research and our top tips for overcoming these.

What are the top challenges in international marketing research?

#1 International markets are incredibly diverse.

Some brands fail to appreciate the diversity within a region or country. You can only get an accurate picture of what people value and whether your products and services might succeed by rooting out the nuances of different geographical areas, cultures, and consumers.

#2 There can be a temptation to go too broad.

Linked to this, sometimes, when companies set out on international marketing research projects, they make the mistake of going too broad and trying to understand a region as a whole. Another error we see is firms commissioning research to target one market and then using this as a jumping-off point into others with “similar” attributes. This inevitably leads to costly mistakes as brands map their assumptions about one market onto another.

To avoid this, be clear on the emphasis of your research. Where are you looking to focus and why? Looking too broadly across a region of different markets, or exploring how an entire product range might perform, can cloud the picture.

# 3 Finding the right research partner.

The next big question is whether you have the research capabilities to conduct meaningful projects internationally. Most brands and their research partners can run domestic research projects with ease. But if you’re in the US or UK, say, going as far afield as Japan, India, or Germany requires different sensibilities and capabilities. The more international you get, the harder you must look for that kind of experience and expertise.

#4 Bringing together local and global expertise.

Misalignment is one of the biggest challenges in international market research. To overcome this, there must be a collaborative effort and a shared understanding of the mission, methodology, and insights. A research team at HQ might work with a local marketing team to understand how to position a product for success in an emerging market. But if the teams are siloed and don’t have a consistent understanding of the brief, their approach to researching the market and their findings might not help deliver on the challenge.

#5 Ensuring the project is realistic from the outset.

This is where all the other challenges in international market research come together: which markets, what purpose, the capabilities available, and the effectiveness of the output – all within a budget that makes sense. There will always be limits to what’s practical – and the last thing any client needs is to spend large sums testing international markets to no effect.

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Meeting the challenges in international marketing research – tips and tricks from our experience in the field.

Get the brief and the scope right.

The more you can nail down exactly what you need to know and about which markets, the better your international market research will be. The key here is to dismiss the idea that lessons from one market can be overlaid onto other markets. Your approach might not even work in the same region, much less globally. So ensuring the brief isn’t burdened with too many assumptions, and is very clear on objectives, is key.

For research into one new international market, the brief can be clear-cut. You’ve picked a new place to trade, and you probably have some specific questions. Will the branding work? Do we need to alter the packaging? Are there particular features we need to tweak? But as soon as you broaden the scope – to, say, three new markets covering a region – the nuances become more critical in the research brief.

One solution is to ask questions at every stage. Why these three markets? What are they like? What do we need to know about purchaser sentiment there? How will a research project change what we decide to do in each market? Companies that are open with their agencies on operational and marketing strategies – rather than prescribing research about the areas they know matter in their existing markets – will see more effective results.

Understand the cultural nuances you’ll face

Everyone knows instinctively that cultural differences are both a factor in conducting meaningful research internationally – and a major reason for doing that research in the first place. ‘Market immersion’ is a key concept, and that’s all about getting to grips with the cultural context. But local nuances within new markets can catch people out. 

In South Africa, for example, there are multiple cultural groups. Having local knowledge of how to tease those out is vital to breaking in South Africa.

That means one of our jobs as global research partners is challenging clients at the briefing stage to ensure these considerations are baked into the research approach and the analysis and interpretation of the results. The good news is that when you have research experts living and working in these markets as we do, cultural nuances are easier to plan around. We use this inside knowledge about people’s lives to help understand opinions, habits, and behaviors.

Don’t think language is just about translation.

Companies are often wise to the importance of understanding ‘culture’ and, as a result, adopt a cautious approach. But one mistake people make in international market research is to assume that ‘language’ is more straightforward – or that it’s just a question of running a survey or its results through Google Translate. But that’s never a good idea. It requires a much more nuanced approach. 

Language isn’t just what we say but how we say it. And local variations within international markets – think Swiss German or Quebecois French, but the list is endless – further complicate the issue. 

You’ll need the nuance: go regional.

Understanding local culture and language are essential in its own right. They’re also the gateway to getting out of the big cities and understanding the whole market. Tokyo is a true megacity – but it doesn’t reflect all of Japan. Paris is iconic – but its citizens have very different values to those in Marseilles, let alone rural France.

Here’s where you need to understand geography and supply chains. If you’re moving into a new international market in a limited way – or if the distribution is going to be impractical outside conurbations, say – then researching inside big city bubbles might work just fine. But for national penetration and in markets where businesses or consumers are more evenly distributed, understanding attitudes and behaviors across the country is a must.

For brands with an existing presence, existing assets on the ground are a hugely valuable resource for understanding these nuances. That could be local-office marketers or salespeople. Distributors and major customers can also offer insights. We love to work with chief marketing officers (CMOs) who have a helicopter view of a region and are clear about strategic objectives. But triangulating between them, their local marketing teams, and our local research teams in the field tends to generate better results.

Decide on the most effective methodology.

Another significant benefit of having local teams in place like ours is that they have expertise in the best methodologies to use in different markets. This is sometimes a subset of culture, but in other markets, it’s driven by the levels of technology adoption, geography, or working practices. Some examples:

  • In Indonesia, face-to-face research is considered the norm; telephone in-depth interviews tend to deliver a poor hit rate.
  • In Japan, groups respond better to moderators of the same gender, and people are more likely to undertake qual work at the weekends.
  • It’s not acceptable for researchers to interview women in the home one-on-one in Saudi Arabia. And across the Middle East – and many other regions – mixed-sex focus groups tend to be a no-no.

You can read about others in our guide to conducting online market research in Asia.

This is also why more open briefing processes can be valuable in international research. It’s too easy to apply a blanket methodology across a whole region and end up struggling to execute the research. Better to frame the key questions the organization needs to answer and tailor the research study to each key market.

Calibrate your responses.

Cultural and language shape the way you ask questions, and they’re huge factors in interpreting any research results, too. A keyword search on a crude translation of responses could mean missing crucial insights – or, worse, coming to incorrect conclusions.

And don’t think this only applies to qualitative, descriptive research where local idiom, slang, or cultural references might catch you out. International quantitative research also has to be calibrated by analysts with an appreciation for local nuance.

Respondents in some markets are more likely to agree with statements than others. For instance, you’re more likely to see people agree with statements in India than in Japan. Even the way you phrase questions – not just translate them, but the nuance in the question itself – will affect the consistency in scores you can achieve between different cultures.

That’s particularly important for big global brands with a very set idea about how they do their brand equity or NPS studies. The alternative is to develop a more organic approach so that the questions allow you to reflect local nuance. It might be as simple as using a four-point rather than a five-point scale in markets where respondents are most likely to sit on the fence.

Use market research as a tactical, not just strategic, lever.

It can be tempting to seek broad answers from international market research: “Will this product work in this market?” Or: “How should we tweak the service offering to meet this country’s needs?” These will help brands decide on strategic issues. But the more nuanced the approach, the more likely it is that the research will feed into local tactics for a brand, making its international investments work even harder.

That’s a common theme in research: properly granular insights ought to help with several decisions. It’s not just a ‘go/no-go’ binary, but research should inform everything from pricing to choice of distribution channel, support for local sales operations, to targeted advertising.

A new era for international research

We’ve moved on from an earlier era when global brands assumed continent-scale uniformity. Even if a business sees an opportunity in ‘Latin America,’ has an ‘Asian strategy’ or issues financial reports for ‘EMEA,’ serious decision-makers know they need to go, at the very least, to the country level for insights that will help their plans succeed. And they understand that it can be counter-productive to seek out ‘apples to apples’ comparisons between markets when a little nuance can go a long way.

More recently, one factor that’s complicated the picture is the global Covid-19 pandemic. Because so much commercial activity is managed remotely, there’s a temptation to run multi-market studies with a uniform online methodology. If everyone in the world is attending focus groups via the same videoconferencing app, what’s the difference?

The risk here is that the vast advantages of technological solutions are watered down in the hunt for low-cost, ‘big picture’ regional results. Online research can be conducted quickly and flexibly. And clients can immerse themselves in research projects more easily, gaining their own insights into consumer reactions on the other side of the world.

But research that is tailored, for example, to local respondents’ cultural norms will yield much better results. You can quickly adapt a methodology to a market when you have local research expertise and a clear idea of the brand’s mission. For instance, recognizing that in India, you’ll need to avoid any methodologies that rely on lengthy video inputs, and instead, combining text, image-based and short video tasks will get you the insights you need.

The most successful companies understand that an international project is more complex than handing a research agency a questionnaire and generating uniform results across every territory.

You know your product or service better than anyone. We know the right questions and methodologies to get you where you need to go. Our local teams understand the cultural norms, and good translations – culturally and linguistically – can bring it all together. Find out about the regions where we can conduct international market research or get in touch to speak to us about an international project

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