Social media is fast-moving, even more so in China, with the rise of platforms such as WeChat making it hard for brands to keep up with consumers.

Nestle’s head of digital marketing and social media for Greater China, Hannelore Grams, and CIC founder and chief executive Sam Flemming joined M&M Global at the Festival of Media Asia Pacific 2015 to discuss how brands can stay on top in an ever-changing environment.

“The [fear] is still there, because you never really know what you don’t know. In most markets, the consumer moves faster and brands are following. The pace is even faster in China and the landscape is moving so fast,” said Grams.

“But brands understood quite early that they have to engage on digital. The ‘D’ in the marketing will one day diminish, as every campaign you now see how a digital or social media element.”