Brands like Volkswagen, UPS, and Comcast outshine even their most formidable competitors when it comes to share price growth. So what is the secret sauce behind their success? For starters, these brands are all led by CMOs that recognize the effectiveness of championing digital as the glue to their entire marketing strategy. Here are three strategies to consider for increasing your brand’s shareholder value:

Target your creative content at the right audience - Having creative content is one thing- but it’s only when your creative is targeted at the right audience that content will be shared with the potential to become viral.

Go where the consumers are - Rather than trying to cover all ground, connecting with consumers on their own turf will have a much farther reach for your brand. UPS and Comcast do that by creating separate customer service twitter feeds to connect with consumers in real-time.

Diversify your campaign on multiple channels - The campaigns that are integrated across all channels are better positioned to speak to customers on all levels. Volkswagen rolled out a Star Wars-themed campaign with its own micro-site and other digital platforms on which users could create customized Super Bowl Party invites. 

To read more about boosting shareholder value through digital, click here



According to R3’s latest media inflation report, traditional media’s hold over the marketplace is beginning to erode as on-the-go media become the channel of choice among marketers and their agencies. Here are some of the key media inflation trends and challenges facing China’s marketers:
  • Inflation figures slow down as GDP sees 0.2% drop in GDP growth
    • With the Chinese Academy of Social Science scaling back forecasted 2013 GDP growth rate figures from 8.2% to 8%, inflation rates for traditional media is expected to slow down.
  • National media net inflation for radio rises to 21% and drops to 15% for TV
    • The 2013 annual forecast for media shows net inflation rates for radio to be at 21%, digital at 13%, TV at 15%, magazines at 8%, mobile at 13%, and movies at 15%. Though TV, newspaper, and magazines are slated to see slow or even negative digits growth, prices for OOH and radio are seeing steady inclines because of their mobile nature.
  • PSTV stations see higher inflation than CCTV
    • CCTV stations are seeing a decline in rate card and net inflation percentages as provincial satellite TV stations see higher rates of inflation reaching as high as 23%.
  • Mobile media reaches 50% growth in 2013
    • Compared to 18.8% growth in digital, the media planning budget growth rate for mobile is expected to grow by 50% in 2013.
For the complete Winning at China Media Inflation White Paper, click here


Whatever type of agency you want to find out more about – the answer is in R3’s “The Source”. Click here for details.


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R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research ,now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.

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