Global Digital Marketing & Retail by Alex 33
Inspiration from across the world for retail enthusiasts, e-commerce professionals, marketing lovers and technology fans.
In this edition advertising inspiration, we take a look at cross-border e-commerce initiatives in India and the Chinese holidays calendar. Check it out below.
🇨🇳 Chinese Holidays Calendar 2025
When I lived in China, I was always impressed by the energy during Chinese holidays, like Spring Festival. Infrastructure was stretched to the maximum, and retail thrived in the days leading up to the celebrations. To avoid the crowds, I usually stayed in Shanghai during these times. This travel surge has a significant impact on the economy. Hundreds of millions of people travel during holidays, and production is either stopped or put to a minimum. That's why it is so important to know the dates of the 2025 holidays so you can plan your sourcing or travels accordingly. Below are the most important National holidays in China:
For more cross border e-commerce national holidays, check the latest edition of my favorite cross-border magazine where they have included an e-commerce calendar:
✂️Fletch: cheatsheet “ways to segment your market”
Fletch, has lots of great infographics, especially on startup (SaaS) business. I am a member of their database, and once in a while I share some of the infographics. Here is one again:
Founders, forget the broad market! Conquer segments to go public.
Here's why market segmentation is crucial:
The classic co-founding team is a builder and a seller, but there's a missing piece: the marketer. The path from garage to IPO is paved by ruthlessly conquering specific segments, not the entire market at once.
🔭Behavioral Science: Chipotle study, the power of surprise
Behavioral science! It is a game-changer for creativity in my opinion, especially in advertising. I recently watched a YouTube interview about Chipotle's "doppelgänger" campaign, an example of using the "Pique" effect. Forget cookie-cutter coupon emails.
Watch it and unleash your creative potential for crafting killer ads (for your agency, your clients, or your own ventures!).
In summary:
You cannot take people’s attention for granted.
In this case study, the email open is only the beginning. F.e. TikTok users, use the e-mail sent to them, as background in their video.
100 million impressions and increase website traffic by 20%
Everyone is most interested in themselves. There is someone who has a link with you. Find those elements of overlapping interest.
Look for affinity, genuinely share, find something, and emphasize that and the other person is more likely to help you.
🇹🇭Time for a brand smile: Great brand name
🇮🇳 India: 5star university campaign
It’s already from 2023, but I think a very nice campaign from a chocolate (!) brand that tries to get a positive brand recognition by positioning itself as a chocolate that is a treat, always, even in a future filled with unknowns. As it is related to AI and marketing, it fits in this newsletter.
Key Takeaways:
Humor and relatability are powerful tools: Engaging content that resonates with audiences’ daily lives fosters connection and brand recall.
Influencer marketing builds trust: Partnering with relatable micro-influencers promotes authenticity and drives user acquisition.
Interactive content drives engagement: Challenges and contests incentivize participation and create a sense of community.
Multi-platform approach maximizes reach: Utilizing different platforms’ strengths expands reach and caters to diverse audience preferences.
https://www.linkedin.com/pulse/marketing-case-study-5star-nothing-university-rzumf/
https://www.ogilvy.com/work/nothing-university
🇮🇳 India the ONDC framework and international e-commerce
Global retail and free trade? I am very much for that! I'm super excited about anything that helps countries thrive in the global e-commerce scene, especially small and medium businesses. So, this article was like hitting the jackpot – it dives into how ONDC, a cool initiative by the Indian government, could empower Indian SMEs to sell worldwide! Understanding this is a must for anyone who wants to see global e-commerce take off.
What is ONDC?
ONDC is an initiative by the Indian government to create an open network for e-commerce.
Unlike existing marketplaces like Amazon or Flipkart, ONDC doesn't own the platform.
Instead, it functions as an open infrastructure that allows any seller (including small shops and artisans) to connect with any buyer through any app.
This is intended to promote a more level playing field and potentially lower costs for sellers.
ONDC doesn't directly distribute products across platforms. It provides the technical foundation for sellers to be discoverable on various buyer apps, promoting competition and potentially lowering listing fees for sellers.
India has the highest mobile penetration in the world, combined with one of the cheapest data costs. This makes it easier for rural artisans and MSMEs to connect to the world.
Online retail listing of products, either on a customized website or on a third party marketplace like Amazon or eBay, solves the first big puzzle that most starting small exporters face: Where do I get the order for my products?
In the coming years, ONDC may go international and provide a cheaper alternative to listing products online. A key challenge for a starting exporter is to understand how to present, catalog, and list their products online.
It is a path that, if navigated wisely, will not just meet the ambitious export targets set forth but also pave the way for India to emerge as a global e-commerce powerhouse in the coming years, fulfilling the vision of the Prime Minister in making each district of India an export hub.
Details:
https://www.forbesindia.com/article/explainers/ondc-explained-apps-how-to-order/85841/1
🇸🇦 NEOM: a partially glass-bottomed hotel set within a 450-metre long bridge
The NEOM project is very interesting, I tend to follow it. NEOM aspires to become a center for international marketing and trade, drawing talent and investment from around the world.
Now the NEOM project in Saudi Arabia is getting a truly unique addition: a partially glass-bottomed hotel nestled within a colossal 450-meter-long bridge. Christened Treyam, this architectural marvel will be part of NEOM and will hover 36 meters above a stunning lagoon. Guests can expect breathtaking views not just outwards, but also downwards through the transparent sections of their room floors, offering a glimpse into the aquatic world below. They can also enjoy a refreshing dip in the rooftop infinity pool.
https://newatlas.com/architecture/treyam-saudi-bridge-resort-neom/
🇺🇸 Powerful ad: use online reviews to let people know where your service is NOT for.
Marketing isn't a one-size-fits-all game. In fact, knowing which customers you DON'T want can be just as important as knowing who you do. That's where the customer pyramid theory comes in. It helps businesses prioritize their efforts by segmenting customers based on their value. With the customer pyramid, you can determine which customers you do NOT want to serve.
I noticed this great ad from a ski resort, that uses online reviews, to let people know who should NOT come to the resort. Made me immediately think of the customer pyramid and also that Snowbird might not be the resort for me.😉
Nice concept, that I believe can be used /tested in online advertising for other branches as well.
That’s it for this edition,
Thank you for reading,
Alex