The Chinese Digital Marketing LandscapeSo,	  What	  does	  this	  mean	  for	  Marketers?
The	  MulBple	  Faces	  of	  China	                                                                                       ...
In	  China,	  Internet	  is	  equal	  to	  trust	           TRUSTWORTHY	  MEDIA	  CHANNELS	           Here	  is	  a	  list...
Site	  Layout	  Looks	  Different	  	                                                                                      ...
Measurement is Company Confidential                                                            WHAT	  IT	  MEANS	  TO	  MA...
Consumers	  are	  Shopping	  Online	                                                                           WHAT	  IT	 ...
Digital	  MarkeBng	  is	  MulB-­‐Channel	                                                                      WHAT	  IT	 ...
LocaBon	  Based	  Services	                                                                                        WHAT	  ...
Mobile	  is	  Bigger	  than	  the	  PC	                                                                       WHAT	  IT	  ...
Search	  Beyond	  Google	                                                                                     WHAT	  IT	  ...
Group	  Buying	                                                                                WHAT	  IT	  MEANS	  TO	  MA...
Social	  media	  is	  King	                                                                        WHAT	  IT	  MEANS	  TO	...
Pay	  AienBon	  or	  Get	  Replaced	                                                                      WHAT	  IT	  MEAN...
Thank You!Dr	  Mathew	  McDougall|	  mai@digitaljungle.com.cn|	  www.digitaljungle.com.cn
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Chinese Digital Marketing - Implications for Marketers

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Things in China are just different... So what are some lessons that Marketers can use in getting better results? This presentation gives some practical tips for working in China.

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Chinese Digital Marketing - Implications for Marketers

  1. 1. The Chinese Digital Marketing LandscapeSo,  What  does  this  mean  for  Marketers?
  2. 2. The  MulBple  Faces  of  China   WHAT  IT  MEANS  TO   MARKETERS   As  of  June  2010,  China  had  420   million  neBzens,  and  Internet   penetraBon  rate  had  climbed  to   31.8%       Keep  in  mind  that  those  top  Ber   1  ciBes  only  account  for  less   10%  of  the  total  internet   populaBon.     It  is  important  to  craP  your   internet  strategy  according  to   these    different  consumer   needs.  ©  2011  SinoTech  Group  (China)  Limited
  3. 3. In  China,  Internet  is  equal  to  trust   TRUSTWORTHY  MEDIA  CHANNELS   Here  is  a  list  of  different  forms  of  communicaBon.    How  much  do  you  trust  each  of  them?   Recommenda5ons  from  friends  and  family   Consumer  product  review  from  website   Product  labels  on  packaging   Expert  product  review  from  website   Consumer  opinion  in  blogs   Independent  reviews  in  publica5ons   Consumer  opinion  on  message  boards   Consumer  opinion  in  chat  rooms   Manufacturers  /  brands  websites   Email  newsleIers   Magazine  ad   TV  ads   Products/brands  that  appear  in  movies  or  within  TV   programs   Ads  that  appear  on  search  engines   Newspaper  ads   Radio  ads  ©  2011  SinoTech  Group  (China)  Limited
  4. 4. Site  Layout  Looks  Different     WHAT  IT  MEANS  TO   MARKETERS   When  marketers  try  to   build  their  Chinese   websites,  they  should   always  balance  between   the  needs  looking  ‘good’   and  looking  ‘busy’     The  visually  clean  sites  of   the  West  do  not   necessarily  translate  to   Chinese  sites.  Note  the   layout  of  Sohu  and  Sina  to   the  leP.    ©  2011  SinoTech  Group  (China)  Limited
  5. 5. Measurement is Company Confidential WHAT  IT  MEANS  TO  MARKETERS   Many  Chinese  websites  are  resistant  to   place  tracking  code  on  their  site  but   normally  will  provide  you  with  some   level  of  analyBcs.       You  may  need  to  push  the  Publisher  for   click  and  impression  data  but  given   many  Chinese  sites  now  use  commercial   website  analyBcs  pla]orms  it  is  freely   available.  Some  Publishers  just  don’t   like  to  share  site  informaBon  outside   their  company.    ©  2011  SinoTech  Group  (China)  Limited
  6. 6. Consumers  are  Shopping  Online   WHAT  IT  MEANS  TO   MARKETERS   Online  shopping  is  a  form  of   entertainment  in  China.       NeBzens  spend  hours  just   browsing  shopping  sites  and   increasing  buying  online  goods   (cosmeBcs,  clothing  and   electronics  being  among  the   most  popular  sectors     Note:  many  Western  brands  are   seang  up  ‘official’  Taobao   shops.    ©  2011  SinoTech  Group  (China)  Limited
  7. 7. Digital  MarkeBng  is  MulB-­‐Channel   WHAT  IT  MEANS  TO   MARKETERS   Many  marketers  jump  into  a   digital  markeBng  campaign  and   only  posiBon  ‘media  buying’  as   their  online  promoBons   strategy.       Chinese  neBzens  have  diverse   internet  behaviors  and  respond/ trust  the  various  digital  channels   differently.  Consider  using   mulBple  channels  at  different   points  within  a  campaign  to   produce  the  most  effecBve   outcome.  ©  2011  SinoTech  Group  (China)  Limited
  8. 8. LocaBon  Based  Services   WHAT  IT  MEANS  TO  MARKETERS   LocaBon  based  services  are  slowly  gaining   interest  with  certain  sectors.  As  a  marketer   you  can  leverage  these  pla]orms  with  some  of   these  ideas;     1.  Reserved  parking  spot  for  the  Mayor   2.  EscalaBng  rewards  for  checking  in  and   bringing  more  friends  along   3.  The  Mayor  gets  a  free  pass  to  the  front  of   the  line.   4.  Free  boile  of  wine  during  the  week  of   your  birthday  —  worth  your  age  in  dollars   5.  Free  round  of  shots  for  the  Mayor  —  and   five  friends   6.  Free  hotel  room  upgrade  for  the  Mayor  ©  2011  SinoTech  Group  (China)  Limited
  9. 9. Mobile  is  Bigger  than  the  PC   WHAT  IT  MEANS  TO  MARKETERS   Studies  show  that  teenagers  are  no  longer  checking  their  email  regularly,  instead  they  connect  to  their  friends   either  through  a  social  network  (like  renren)  or  mobile.  Having  a  mobile  strategy  is  a  must  in  2011  ©  2011  SinoTech  Group  (China)  Limited
  10. 10. Search  Beyond  Google   WHAT  IT  MEANS  TO  MARKETERS   Search  is  important.  While  many  marketers   are  focusing  on  doing  Paid  Search,  you  may   want  to  take  a  more  “holisBc”  approach  and   include  SEO  in  your  Search  Strategy  for  China.     Paid  search  and  search  opBmizaBon  on  Baidu   is  not  the  same  as  Google.      ©  2011  SinoTech  Group  (China)  Limited
  11. 11. Group  Buying   WHAT  IT  MEANS  TO  MARKETERS   Group  buying  sites  grew  dramaBcally  from  4  at   the  beginning  of  2009  to  nearly  1,700  by  Dec   2010.  With  many  of  sites  looking  for  unique   offers  and  venues,  marketers  of  parBcular   brands  can  leverage  these  sites  needs  for  fresh   daily  offers  to  achieve  greater  market   awareness.     500  billion  yuan  (75.4  billion  U.S.  dollars)  was   made  in  group  buying  sector  in  China  2010      ©  2011  SinoTech  Group  (China)  Limited
  12. 12. Social  media  is  King   WHAT  IT  MEANS  TO  MARKETERS   Like  Search,  social  media  has  gone  mainstream  in  China.    Chinese  neBzens  are  acBvely  engaging  on  all  forms  of   social  media  (such  as  SNS,  BBS  and  micro-­‐sites).  ©  2011  SinoTech  Group  (China)  Limited
  13. 13. Pay  AienBon  or  Get  Replaced   WHAT  IT  MEANS  TO  MARKETERS   China  leads  the  world  in  developing  duplicated  products.  You  must  always  look  at  innovaBons  to  ensure  you   stay  ahead  or  risk  being  replaced.  ©  2011  SinoTech  Group  (China)  Limited
  14. 14. Thank You!Dr  Mathew  McDougall|  mai@digitaljungle.com.cn|  www.digitaljungle.com.cn
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