Breaking the Marketing Mold: Subramania Bhatt Of China Trading Desk On Five Innovative & Non-Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Interactive Screencast Ads on Platforms like Youku
Interactive screencast ads take advantage of the dual-screen experience by allowing users to engage with ads displayed on their TVs while simultaneously interacting on their mobile devices. This innovative format allows viewers to scan QR codes, participate in polls, or receive discounts directly on their mobile while watching an ad.
Traditional marketing methods are insufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses must think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Subramania Bhatt.
Subramania Bhatt is a seasoned leader in digital marketing with over a decade of experience in understanding and navigating China’s unique advertising landscape. As the CEO of China Trading Desk, he has successfully led initiatives that connect global brands to Chinese consumers through highly targeted, data-driven campaigns across platforms like WeChat, Douyin, and Xiaohongshu. Bhatt’s work focuses on leveraging the latest in tech and market insights to deliver impactful, culturally nuanced marketing solutions.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
My journey began in digital back in the early 2000s as a software engineer when online advertising was taking its first steps in Asia. I worked across several emerging markets, and by the time China’s digital ecosystem was rapidly evolving, I was captivated by this market’s sheer scale and potential. This passion led me to create China Trading Desk in 2018, where we bridge the gap between international brands and Chinese consumers with culturally sensitive and innovative digital solutions.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The most significant shift has been the rise of data-driven personalization since campaigns are now tailored to individual preferences in real-time. This has incredibly impacted China, where consumers expect relevant content on platforms like WeChat and Xiaohongshu. For example, we launched a campaign that adjusted ad messaging based on user behavior insights, delivering highly customized experiences. This approach saw a significant lift in engagement and conversions, proving that personalized, data-centric strategies resonate deeply with today’s audience.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
Traditional marketing often lacks the personalization and immediacy that today’s consumers demand. Especially in China, the rapid adoption of mobile-first and platform-centric approaches like Douyin (China TikTok) and Xiaohongshu (Little Red Book, similar to Instagram) necessitates innovative methods to engage and retain consumers in a competitive market
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
We pioneered a data-first approach that leverages private traffic networks in China. By building private data pools on platforms like WeChat, we could tailor content in ways that respected user privacy yet were highly personalized. This strategy helped brands increase engagement rates by creating intimate, exclusive content experiences for their audiences
What specific results did you see after implementing this change?
Compared to traditional ads, we saw a 35% increase in user engagement rates and a 50% increase in ad recall as consumers responded positively to personalized, privacy-respecting content. Additionally, customer retention improved significantly due to the targeted nature of the interactions.
How do you ensure that these new marketing strategies resonate with your target audience?
We perform rigorous testing and data analysis. For example, we use RED to test consumer reactions to influencer-driven campaigns, refining messaging based on real-time feedback.
Can you share an example of something you tried that didn’t deliver the expected results and what you learned from that experience?
One challenge was a cross-platform campaign that did not perform well on RED due to a cultural mismatch in messaging. We learned that each platform requires a tailored approach and that even minor misalignments can impact campaign success
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non-Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
1. Private Traffic Development on WeChat
Private traffic on WeChat involves building closed networks, such as exclusive groups or private channels, where brands interact directly with loyal customers. Unlike traditional advertising, private traffic allows brands to foster direct, meaningful connections with customers over time, providing updates, exclusive content, or rewards to deepen loyalty. For example, brands can create VIP groups on WeChat to share early-bird access to new products, offer loyalty discounts, or host live Q&A sessions. This strategy reduces reliance on paid ads and helps brands develop a dedicated customer base that remains engaged over the long term. It’s particularly effective because it aligns with WeChat’s emphasis on community and content sharing, making brand interactions feel more natural and less intrusive.
2. Interactive Screencast Ads on Platforms like Youku
Interactive screencast ads take advantage of the dual-screen experience by allowing users to engage with ads displayed on their TVs while simultaneously interacting on their mobile devices. This innovative format allows viewers to scan QR codes, participate in polls, or receive discounts directly on their mobile while watching an ad. For example, a Youku screencast ad might display a fashion show on a smart TV, while viewers can browse featured items on their phones, click to buy, or even interact with other viewers. This multi-screen approach has been shown to increase recall and conversion, as it provides an immersive experience that blends entertainment with interactive shopping, keeping viewers engaged and shortening the customer journey from interest to purchase.
3. In-App Livestream Commerce on Douyin and Taobao
Livestream commerce integrates live video shopping into platforms like Douyin and Taobao, creating an interactive and fast-paced environment ideal for driving impulse buys. During live streams, viewers can see products demonstrated in real-time, ask questions, and purchase instantly, building trust and urgency. Livestream commerce has become especially popular during peak events like 11.11 (Singles’ Day), where top influencers and brands host special events and limited-time offers. This format works because it combines the credibility of a live presenter (often a well-known influencer) with the convenience of immediate purchasing, giving viewers an authentic and exclusive experience. This strategy drives sales and enhances brand awareness and customer loyalty.
4. Mini Programs on WeChat for Integrated Brand Ecosystems
WeChat Mini Programs act as self-contained applications within WeChat, providing a versatile environment where brands can offer a complete ecosystem — from product discovery and e-commerce to customer service and interactive experiences. For instance, a beauty brand might use a mini program to let users try virtual makeup, explore product reviews, make purchases, and access after-sale support, all without leaving WeChat. Mini Programs are powerful because they eliminate the need to install separate apps, enhance accessibility, and ensure that users remain within the WeChat ecosystem, which is convenient and familiar to them. This integrated approach offers a seamless experience that enhances customer satisfaction and increases the likelihood of repeat engagement and loyalty.
5. Hyper-Personalized Campaigns via Xiaohongshu’s Community-Driven Ecosystem
Xiaohongshu (Little Red Book) is a unique platform where social and commerce intersect, allowing brands to leverage influencer and community-driven content to reach a highly engaged, trust-oriented audience. On Xiaohongshu, brands can create hyper-personalized campaigns that tap into the platform’s community by collaborating with influencers who resonate with specific consumer segments. For instance, a skincare brand might partner with beauty influencers to share honest reviews and tutorials while targeting users based on interest and demographics. The platform’s rich community and focus on authentic content allow brands to tailor their messaging in culturally relevant ways, ultimately fostering deeper trust and engagement. This strategy is effective because Xiaohongshu users tend to be loyal to the platform and value peer recommendations highly, making it a powerful channel for brand building and conversion.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
The biggest challenge is adapting to platform-specific cultures and consumer expectations. Overcoming this requires investing in market research and understanding unique consumer behaviors on each platform. Working with local partners who have deep market insight is invaluable
How do you measure the success and ROI of these new marketing strategies?
We rely on metrics like engagement rates, time spent on content, and conversion rates. Tools such as WeChat analytics and Douyin’s native insights allow us to measure these aspects effectively, helping us fine-tune strategies
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
I envision further integrating AI and AR/VR technologies, especially enhancing interactive shopping experiences. With increasing digital maturity, brands will leverage advanced data analytics for ultra-personalized consumer journeys
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
Start small, perhaps with one or two new platforms, and analyze the results. The rewards of non-traditional marketing in China are vast, especially with a consumer base that is tech-savvy and receptive to new formats
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
We’re exploring immersive, mixed-reality interactive experiences on Douyin XR and enhancing data-driven personalization on WeChat mini-programs. These innovations aim to blend convenience with engagement.
How can our readers follow your work and learn more about your approaches to modern marketing?
You can connect with China Trading Desk through our website, subscribe to our newsletter, read our blog, and follow us on LinkedIn for regular updates on our latest insights and strategies in China’s marketing landscape.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
Breaking the Marketing Mold: Subramania Bhatt Of China Trading Desk On Five Innovative &… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.