On my way back from the International Seminar in China I happened to sit on a plane next to a director of Digital Marketing for Estee Lauder. This was a great coincidence as I was about to start this class on Digital Marketing next day! Based on that I was extremely happy to continue the discussion and asked her to explain to me what really her job is and what exactly she was doing in China.

She quickly explained that her job was mainly about creating strategies to drive online traffic to Estee's webiste by designing and developing digital marketing campaigns, social media strategy, increasing brand's awareness through online ads, etc. She then explained that with China's 500+ million online users, digital marketing in this country is of humongous importance and that's why she's forced to fly to China few times per year.

Chinese digital marketing strategy is significantly different from the rest of the world as companies not only have to create brand awareness and attract traffic through appropriate online marketing tools but they also have to heavily focus on educating users as many of the products being introduced are completely new to the Chinese consumers.

Check out the link below to find out more on what exactly Estee Lauder's strategy is and how they became the best digital brand in China.

http://www.digitalmarket.asia/2013/01/estee-lauder-is-the-best-digital-brand-in-china/