Digital Marketing in China Market overview

In simple terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that allow an organization to analyze marketing campaigns and understand what is working and what is not – usually time real.

There is something very exciting to race rally round table of our digital marketing senior cream at one of the top clubs in the city, especially when it is located in mainland China.


consumer China ecommerce

There is the view of the skyline of downtown Shanghai, Huangpu tributary of the Yangtze River that runs through the vibrant metropolis, and the feeling that you are something incredibly special either, dare I say, more a little auspicious.

More Few people doubt that China is an extremely important market in the global scheme of things, and tap into this market via national channels online booming the way it quickly becomes de facto the most effective and achieve the huge and intimidating Chinese customers, directly applicable to most manufactured goods and services on the planet.

Big data is not in itself a solution. We have yet to see a solution for big data. Instead, it should be considered as one approach. It is the approach to the management of various data sources to generate better ideas.

In terms of data source management, we can define the data in structural and non-structural PII (Personal Identification Information) and non-PII. Advertisers need to start planning for their own data network
Digital marketing and its associated channels are important – but not to the exclusion of everything else. It is not enough to know your customers; you must know better than anyone that you can communicate with them where, when and how they are most receptive to your message. To do this, you need a consolidated view of preferences and expectations of customers on all channels – web, social media, mobile, direct mail, point of sale, etc. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that customers move along in the buying cycle. The deeper your insight into the behavior and preferences of customers, the more likely you are to engage in lucrative interactions.

Digital media

Digital media is so pervasive that consumers have access to information anytime and anywhere they want. Gone are the days when people got messages about your products or services came from you and only understood what you wanted them to know. Digital media is a growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not only to what your company says about your brand, but what the media, friends, relatives, peers, etc., also say good. And they are more likely to believe you. People want brands they can trust, who know the business, communications that are personalized and relevant, and offers tailored to their needs and preferences.

It does not matter if you use a small or even a very large company scale as input from the outside or operating in this great and difficult market, or are you still a home business cultivated scale and substance, there is a clear and urgent need to become Web savvy in order to remain competitive and achieve any measure of future business success.

  • China Mobile Q3 2,013 banking transactions reached 3.7 billion yuan (604 billion USD), with an increase of 35.9% qoq.
    Take ecommerce by itself, at the end of June 30, 2013, e-commerce transactions in China reached 4.4 billion yuan (US $ 713.27 billion). This is up 24.3% over last year.
  • B2B transactions hit 3.4 billion yuan (551.17 billion USD), an increase year on year by 15.3%.
  • Baidu still dominant search engine in China, while facing greater competition today announced its third quarter financial report recently, with turnover reaching Q3 total 8.89 billion yuan (1.453 billion USD), 42.3% more than in Q3 2012.
  • This year, we ran eight round tables, which made for an exciting day, dynamic and really boiling.

Strategies to balance the short-term gains in the market place and the long-term e-commerce strategy (to build its own platform).

How to manage relations with the e-commerce market? Key channel players make demands that can not be ignored.
Low good high traffic conversion rate. Conversion optimization is usually a challenge in the e-commerce space.
Global restrictions on Chinese e-commerce websites are significant barriers to conversion.
Most e-commerce teams have a digital marketing background that is insufficient to drive the channel of cooperation or solve the problems of the supply chain.
There were some suggestions on ways to improve its e-commerce efficiency:

The differentiation of goods: create specific online product mix by design, packaging and pricing.
Attribute online sales-oriented POS POS through geo-location technology.
Build the team in-house online sales.
Use online store for the brand.
Building a strategic alliance with banks to migrate to your own platform.
Improve CRM through optimized communication channel (live chat, toll etc).
Use Mobile channel that can generate significant revenues.
Customization for online purchases.
Improve the content (product description) for optimized SEO.
Specific CRM platform: encourage customer feedback and evaluations.
The development of strategic content, preservation and marketing
Many brands in this table are from B2B, they admitted that brand and marketing teams were faced with challenges on content curation for marketing of digital and social media.

Some trends in the development of content:

Brands are not satisfied with the agencies, and some brands prefer to use their own internal social media instead of relying on agencies.
B2C brands tend to have strategic plans content clearer than B2B, however, in the long run, most social media managers and brand managers were doubting measurability and ROI of investments content.
Most managers believe that good content will win in the future, however, it is difficult to keep the quality of production in the long term
New media channels are so fast in China that many brands (B2B) in particular need more help and advice on the development of content strategy.



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  1. Pingback: International Brands invest in Digital in China « Digital news China

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