Business | Marketing in the digital age
As people spend more time on social media, advertisers are following them
|SAN FRANCISCO|6 min read
EARLIER this year BMW advertised on WeChat, a popular messaging app in China with around 550m monthly users. But its ads were shown only to those whose profiles suggested they were potential buyers of expensive cars. Others were shown ads for more affordable stuff, such as smartphones. The campaign bruised a few egos. Some of those not shown the BMW ad complained, referring to themselves as diao, or (putting it politely) losers.
This article appeared in the Business section of the print edition under the headline “A brand new game”
From the August 29th 2015 edition
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