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.

1. The Chinese Digital Marketing Landscape
So,
What
does
this
mean
for
Marketers?

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Thank You!
Dr
Mathew
McDougall|
mai@digitaljungle.com.cn|
www.digitaljungle.com.cn