Driving Female App-etites

This article looks at how marketers can use apps to address the different interests of female car buyers in China, whose numbers are growing rapidly.

Driving Female App-etites

Theresa Loo, Ren Chao and Jane LiuOgilvy & Mather China and Analysys

There are two inalienable truths about China. One: it produces and purchases the highest number of cars in the world. Two: it is a market intimately attached to its mobile phones, more so than any other nation. How does one use these two basic insights to target a new bracket of consumers and find innovative ways to reach them in this evolving buyer's landscape?

For car marketers, this is a particularly urgent question. With the economy moving towards a plateau, they are aggressively searching...

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