The unexplored potential of experiential marketing in China

Freeman China’s Baris Gencel looks at how China is shaping the future of experiential marketing in a digital world, where mobile purchases happen at any time as consumers shop 24/7.

This article is part of a Spotlight series on how brands in China can embrace the ‘new retail’ movement and level up their omnichannel journey strategies. Read more

In China, I do not use the term “e-commerce” anymore. China’s e-commerce possibilities lie beyond the “e”. It is all “commerce” because the digital ecosystem is much bigger in China than in any other market. The digital ecosystem is a living organism