Marketers, your job is a wonderful balance between information overload, speedy creations, and barely enough time. Marketing in Shenzhen, let alone China, is no easy task. But if you tap into the right resources, work effectively, and value creativity, you can turn a decent business into a thriving one.

The Market Maker’s Digest is a brief curated list of some blog posts and articles. We believe the information here can help local businesses achieve their goals while preparing for future trends.

Here are a few jewels we came across this week:

6 Common Content Curation Mistakes (and How to Correct Them)Avoid these mistakes to have better curation results.

“1) Frequency Mistake: You Share Too Often: On Twitter, there’s a school of thought that people may miss your first tweet, so you should repeat the tweet multiple times. While I agree with this, a common mistake is to disregard spacing and variety.

On spacing, it would be a mistake to post the same tweet five times, one hour apart. On variety, it would be a mistake to post those five tweets without other tweets mixed in. Think about your followers. If you’re one of 5,000 people a user is following, then your tweets will be evenly distributed across the other 4,999 users.”- Dennis Shiao

Read more here.


The Growth Initiative that Cut Our Customer Acquisition Cost in Half

This is a good snapshot of cross-departmental efforts to improve acquisition results.

“I did all of the things I was supposed to. I gathered insight from the customer success call center, tested the creative of the campaigns, refined the targeting criteria, performed user research testing, applied learnings from previous campaigns, and identified areas for cutting costs and time from campaign inception to mailbox.

While my efforts improved the customer acquisition cost (CAC), myself and other paid channel owners at the company were inevitably being held back by the fact that we were losing 90% of the approved qualified leads that we had spent all of this energy and money acquiring.”-Dani Hart

Read the full story here.


[INFOGRAPHIC] EVENT MARKETING 2018: KEY FINDINGS

This infographic gives marketers a clear idea on why events are becoming a popular marketing channel

“What is the state of event marketing? Where is it going? These are the questions we sought to answer in the Event Marketing 2018: Benchmarks and Trends report.

For the report, we surveyed over 400 mid- to senior-level marketers from across the globe. The result is the 30 page Event Marketing 2018 report, which features hundreds of valuable insights.

We took the five main key findings from the report and compiled them into an infographic so that busy marketers like yourself could absorb this need-to-know knowledge at a glance. “-Brandon Rafalson

Read the full story here.


How to Find Amazing Event Venues

A great piece for event organizers looking for venue searching tips.

“Event planners are constantly on the look out for the hottest new event venues that can make a big impact on their guests. As one of the most important decisions you can make for your event, here are some things to think about.

Your venue choice is a much deeper decision than just finding four walls that are priced within your event budget. The venue you choose can have much wider repercussions, even in terms of registrations, final attendance, brand perceptions and impact. Here are 11 ways you can find amazing venues, perfect for your event.” –Peerspace

Read the full story here.


4 Ways Los Angeles Is Evolving Before the 2028 Olympic Games

Los Angeles is embarking on a long marketing campaign to attract an international audience

The Los Angeles Tourism & Convention Board hosted a media breakfast during IMEX America this week to discuss the ways the city is evolving in time for the 2028 Olympic and Paralympic Games. The games are expected to bring an estimated $18 billion economic impact to the United States, and $11.2 billion to Southern California alone.

“Los Angeles is the hottest destination on the planet right now,” said Ernest Wooden Jr., president and C.E.O. of the board, citing the $9 billion of construction activity currently happening in downtown L.A., as well as upcoming major events such as the Super Bowl in 2022. (The city is also bidding on the World Cup and the N.C.A.A. Final Four men’s basketball tournament.)” – Claire Hoffman

See the full story here.