Brands are often beset by delayed responses due to multi-party coordination during ongoing activations and campaigns, leaving little room for tactical flexibility.

By developing in-house research capabilities and integrating AI-powered tools, we significantly reduce the cost of communication and alignment — enabling a more agile way of working.

The deployment of advanced AI tools is a core part of our integrated solution, designed to accelerate decision-making and fuel long-term growth.

Some marketers view social media is the only arena and all what they can do for their digital marketing, which is not the entire truth at all.  People often misunderstand about digital marketing as the game of social media, paid ads or KOL marketing. They are actually different tactics of digital marketing, playing different roles. And the essence of digital marketing is the ability to build an effective solution that delivers the business value while connects with the marketing objective. 

At ARTLAB, we have a group of cross-disciplinary digital marketing experts for China markets. From data & digital strategist, social content strategist, social media experts, performance marketing experts, to influencer content management. We have covered all necessary aspects. 

In this AI era, we believe it's not the large scale winning, but the best solution-winning, with smarter use of AI tools, while pulling the right tactics of digital marketing closer together to drive stronger synergy and better commercial results.

In the past decade, Performance Marketing has become a popular media tactic when it comes to quality traffic acquisition and driving e-commerce revenue, it's positioned in the lower funnel of consumer journey. From SEO to SEM (Paid Search) to Paid Social and other programmatic-buy display & video ads. These are the names that you might have probably heard the most. And the bidding/buying model behind has involved to be highly automated and AI-driven in recent years. 

At ARTLAB, we believe in today's market and the near future, every media touchpoint is digital media, so every marketing tactic falls under Digital Marketing. Digital Marketing is the new norm and a combined discipline of Branding, Marketing and Sales that serves the purposes of investing brand equity and driving business growth. 

The core of Performance Marketing is not about the buying/bidding model, many people in the industry often got it wrong. It's all about the marketing & business objective. We can still use the advanced bidding model to drive brand awareness at scale, would you call it performance ads? No. Hence, it's all about the content, the messaging and the creatives. Therefore, setting a crystal clear objective and to assign a dedicated budget on it should be the most crucial part. 

In terms of tactics, the line between traditional and digital will disappear as it's all business objective-driven but not marketing goals, so branding and performance are not the media tactics but the marketing/business objectives.

As all the traditional TV media, print media transformed their business model into the digital and social arena. Social Media has already become the new norm of Mass Media, or you can call it the modern media. 

Content Marketing has become more important than ever in this algorithm-led era.