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China Digital Marketing Trends 2020

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Discover the key digital marketing trends for China in 2020.

Some key insights:

- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films

Published in: Marketing
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China Digital Marketing Trends 2020

  1. 1. The China Digital Marketing Trends Report is a collaboration between Miaozhen Systems, AdMaster and the GDMS. Attracting brand advertisers, agencies, media, marketing technology companies, and more members of the digital marketing production chain to participate, the report aims to help brand advertisers and other industry members accurately evaluate marketing trends and achieve higher ROI in the coming year. A barometer of the China digital marketing industry, this series of reports has been ongoing for the last four years. These highly valuable references have become must-have marketing handbooks for advertisers, media, agencies, and more.
  2. 2. Digital Marketing1 • Budget growth slows: Digital advertising budgets will grow 14% on average in 2020, slower compared to the past 3 years. • Most attention paid to social marketing: In 2020, social marketing and private traffic pools will be the forms of digital marketing most worthy of attention. Video ads and social e-commerce come in second. • Mobile marketing budget continues to grow: Digital marketing budgets continue the trend of moving toward mobile. Social media platforms and short-form video platforms will be the focus of mobile growth. • More attention paid to marketing AI: Marketing AI will be the digital marketing technology advertisers are most interested in following, followed by Marketing data platform , marketing automation technologies. Social Marketing2 • Within social marketing, KOL Marketing remains a focus. Short-form video/livestreaming increase in popularity. WeChat Official Account management and social e-commerce are less popular than in 2019. Content Marketing3 • Advertisers will focus on self-produced videos/micro films, web variety, and TV variety. Self-produced videos/micro films and sports events see a surge in popularity. Invalid Traffic (IVT)4 • Advertisers consider poor ad viewability to have the most impact on traffic quality, followed by bot-inflated traffic and brand safety. Ad measurement and IVT filtration services will be the primary methods of reducing IVT.
  3. 3. Digital marketing budgets to grow 14% on average in 2020, Down from the past 3 years and showing a slowdown for the first time Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: How will the amount of your company’s digital marketing spending change in 2020 compared to 2019? (Single choice) 2017 2018 2019 2020 +17% +18% +20% +14%
  4. 4. Nearly 60% of advertisers will increase their digital marketing spending by <10%, a quarter more than last year. Nearly 30% of advertisers will not change their digital marketing spending amount from last year. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: How will the amount of your company’s digital marketing spending change in 2020 compared to 2019? (Single choice) 6% 12% 22% 25% 29% 5% 12% 17% 37% 13% 14% 7% Up 50% or more Up 30%-49% Up 10%-29% Up <10% Same as 2019 Down from 2019 2020 2019 59%(vs.34%)
  5. 5. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: Which forms of digital marketing do you think will be the most important to follow in 2020? (Note: In this survey, “digital marketing” refers to all forms of digital marketing, not including paid content promotion; social marketing; and content marketing) (Multiple choice) 70% 62% 47% 46% 36% 34% 32% 29% 22% 18% 15% 13% Advertisers’ digital marketing focus shifts: Social marketing and private traffic pools to be the most important forms of digital marketing to follow in 2020; Video ads and social media e-commerce rank second
  6. 6. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: In the following sectors, how will the amount of your company’s marketing spending change in compared to 2019? (Multiple choice) 9% 75% 21% 17% 42% 23% 29% 35% 35% 2% 8% 6% 14% 1% 42% 41% PC Mobile New TV Other (IoT/VR/AR) Net growth: +73% Net growth: - 26% Note: net growth = increase% - decrease% Net growth: +13% Net growth: +11% PC: Only 9% to increase digital marketing spending; Mobile: 75% of advertisers to increase digital marketing spending; New TV: same amount of advertisers to increase or not change spending as the amount of advertisers to decrease spending or not spend
  7. 7. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: On PC, which kinds of media will your company primarily choose to advertise on in 2020? (Multiple choice) 57% 55% 42% 37% 34% 22% 49% 50% 37% 28% 30% 20% Social media Search engines Video sites E-commerce sites Vertical sites Portal sites 2020 2019 On PC, social media surpasses search engines to become advertisers’ most valued advertising channel; A higher percentage of advertisers choose video websites than in 2019
  8. 8. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: On mobile, which kinds of media will your company primarily choose to advertise on in 2020? (Multiple choice) 83% 70% 43% 40% 35% 22% 15% 69% 50% 37% 37% 28% 24% 15% Social media platforms Video platforms E-commerce platforms Vertical platforms Mobile search Mobile news O2O platforms 2020 2019 68% 16% Short-form video platforms Long-form video platforms 系列 1 On mobile, social media and video platforms remain the focus of advertisers; Among video platforms, short-form videos are most valued—68% of advertisers see them as their focus
  9. 9. Social marketing spending to grow by 15% on average, Showing a similar slowdown as overall digital marketing compared to the past 2 years Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: How will the amount of your company’s social marketing spending change in 2020 compared to 2019? (Single choice) 2018 2019 2020 +21% +15% +21%
  10. 10. 6% 12% 27% 26% 24% 5%6% 12% 22% 25% 29% 5% Up 50% or more Up 30%-49% Up 10%-29% Up <10% Same as 2019 Down from 2019 Social marketing spending Digital marketing spending Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: How will the amount of your company’s digital marketing spending change in 2020 compared to 2019? (Single choice) Q: How will the amount of your company’s social marketing spending change in 2020 compared to 2019? (Single choice) Digital marketing to grow 14% on average Social marketing to grow 15% on average 71%(vs.65%) 71% of advertisers to increase their social marketing budgets; The growth rate of social marketing budget is higher than that of digital marketing budget; spending trends consistent with the digital marketing forms they consider important to follow
  11. 11. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: How will the amount of your company’s social marketing spending change in 2020 compared to 2019? (Single choice) 6% 12% 27% 26% 24% 5% 7% 21% 31% 22% 13% 6% Up 50% or more Up 30%-49% Up 10%-29% Up <10% Same as 2019 Down from 2019 2020 2019 The percentage of advertisers who will grow their social marketing budget by 30%-49% plunges from last year; Nearly a quarter of advertisers’ social marketing budgets remain unchanged from 2019
  12. 12. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: What will your company’s social marketing focus on in 2020? (Multiple choice) Note: No research data is available for community management/private traffic in 2019, hence graph shows “null”. Null KOL marketing remains a focus for advertisers; popularity of short-form videos and livestreaming increases; over half of advertisers see community management and private traffic pools as focuses; WeChat Official Account management draws less focus compared to last year 63% 53% 53% 52% 46% 63% 66% 47% 47% KOL marketing Wechat office account management Short-form videos/livesteaming Community management/private traffic Social CRM 2020 2019
  13. 13. 53% of advertisers will focus on self-produced videos/micro films for content marketing; significantly more interest in sports events than last year Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: Where do you expect to spend on content marketing in 2020? (Multiple choice) 53% 38% 37% 26% 22% 16% 15% 4% 37% 34% 28% 12% 21% 16% 10% 7% Self-produced videos/micro films Web variety shows TV variety shows Sports events TV series Web series Films Web feature films 2020 2019
  14. 14. Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221, sample size of digital marketing professionals n=434 Q: Where do you expect to spend on content marketing in 2020? (Multiple choice) 53% 38% 37% 26% 22% 18% 16% 15% 4% 47% 43% 41% 25% 23% 23% 22% 17% 9% Self-produced videos/micro films Web variety shows TV variety shows Sports events TV series Gaming/e-sports Web series Films Web feature films Advertisers Digital marketing professionals Compared to advertisers, digital marketing professionals are less focused on self-produced videos/micro films Than on web variety shows, gaming/e-sports, web series, and web feature films
  15. 15. Advertisers see poor ad viewability as making the largest impact to traffic quality; Mainly use ad measurement and IVT filtration services to reduce IVT Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: How strongly do you think the following issues impact traffic quality? Please rank by importance from 1-4 (1 is most important, 4 is least) by clicking in order on the options. (Multiple choice) Q: Which methods has your company used to minimize damages caused by IVT? (Multiple choice) 42% 26% 23% 10% Ad viewability Bot-inflated traffic Brand safety Passing off poor traffic as good No methods taken Other Using ad measurement and IVT filtration services Establishing IVT requirements for payment in their contract Creating traffic evaluation standards based on the state of the industry Using SDK measurement and urging media to increase traffic transparency Using programmatic IVT filtration services 56% 42% 39% 36% 23% 1% 14%
  16. 16. Marketing AI will be the digital marketing technology garnering most advertiser interest; The Marketing data platform, marketing automation, and data collection technology closely follow Survey period: Oct 16, 2019–Nov 08, 2019 Data source: China Digital Marketing Trends 2020 online survey, sample size of advertisers n=221 Q: Which digital marketing technologies do you think will be closely followed and popular in 2020? (Multiple choice) 71% 55% 53% 46% 33% 31% 26% 25% 18% 8% Marketing AI Marketing data platform Marketing automation Data collection technology Data governance and compliance Digital retail Walled garden tools Marketing blockchain Programmatic buying Privatization of existing technologies
  17. 17. The use of data and report by AdMaster and Miaozhen System shall not violate any laws and regulations and infringe legitimate rights and interests of any third party. Any recital and quoting of such data and report shall be expressed the source is derived from AdMaster and Miaozhen . Unless written consent by AdMaster and Miaozhen , such data and report under this Agreement cannot be resell/provided to any third party (except the end client). T www.miaozhen.com∣ www.admaster.com.cn Marketing@miaozhen.com ∣ Marketing@admaster.com.cn
  18. 18. Study method: online survey 51% 15% 14% 7% 7% 2%1%3% Advertisers/brands Media buyers/agencies Marketing/advertising tech companies Consulting/research firms Media BATT Hardware manufacturers Other Composition of sample Survey period: Oct 16, 2019–Nov 08, 2019 Study participants: digital marketing professionals Total sample size: 434, 221 of which were advertisers

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