Digital Marketing in China: All You Need To Know

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In China, the digital marketing landscape is unique and requires a tailored approach for success. To effectively market in this dynamic sector, it is crucial to employ specific methods and considerations. In this regard, let’s take a look at some essential strategies and factors that one should keep in mind while planning an effective digital marketing campaign in China.

1. Legal and Regulatory Conformity
   1. Be cautious of the country’s tight rules governing internet content, privacy of data, and advertisement.
   2. Work with local professionals to learn about the regulations.
2. E-commerce Application
   1. the country’s market for e-commerce is huge. Use sites such as Taobao, Tmall, and JD.com for sales online.
   2. Look into using live streaming and social media sales to promote your items.
3. Local and Cultural Awareness
   1. Understand Chinese culture, language, and consumer behavior. Localization is essential for a successful marketing effort.
   2. Adapt your content, messaging, and images to appeal to Chinese customers.
4. Study the Digital Environment
   1. China’s digital ecosystem includes major platforms such as Alibaba, Tencent (BAT), and Baidu. These behemoths dominate search, e-commerce, and social media.
   2. Use these channels to efficiently reach out to your target audience.
5. Data-Driven Strategy
   1. Evaluate data and assess key performance indicators (KPIs) to improve your digital marketing approach.
   2. Track user activity, conversion rates, and engagement statistics.
6. Search Engine Optimization
   1. Use keywords that are appropriate and write articles of excellent quality to boost your search ranks.
7. Video Advertising
   1. Video material is quite popular in China. Platforms such as Douyin and Youku are critical for accessing younger viewers.
   2. Create compelling and shareable video content to help market your company.
8. Mobile Advertising
   1. China has a high level of mobile usage. Make sure that your website and advertising pieces are compatible with mobile devices.
9. Social Media Presence
   1. Interact with people using sites like Weibo, WeChat, and Little Red Book.
   2. Partner with influencers (KOLs) to promote your products or services.
10. WeChat
    1. WeChat is a multi-purpose program that mixes social networking, chat, and e-commerce.
    2. Create an official WeChat account for your business to interact with customers and create brand loyalty.

Most widely utilized digital marketing strategies in China

1. SEO

This is frequently defined as the art and science of making websites appealing to search engines. Businesses use this method to boost their websites’ ranks and exposure in search engines. Web search engines evaluate websites based on keyword relevancy, content quality, user engagement, inbound link quantity and quality, and website structure.

Despite being a frequently employed method, SEO’s impact might be restricted for some reasons:

• The methods of a search engine change regularly. Companies must actively watch these developments and respond appropriately.
• If a website’s SEO is done by amateurs or in an unethical manner, search engines may penalize it by decreasing its ranks or clearing its data. In China, search engines such as Sogou, Baidu, and 360 Search frequently use SEO.
• These search engines have difficulty reading foreign languages, thus the webpage has to be in simplified Chinese. The official website’s loading speed and visibility will increase if it is hosted in China. The contents should also adhere to the legislation and Chinese guidelines on article and video subjects.

Most popular search engines in China:

• Baidu is China’s most widely used and preferred search engine. Baidu controls around 75% of the market in China, thus it is critical to focus on how to rank high on Baidu. If a firm wants to get a high ranking on Baidu, it must employ an SEO plan that includes the creation of fresh and new content.
• Sogou was founded in 2004, and is well known for its Sogou input keyboard for mobile devices and tablets. The Sogou search engine has a nearly 15% market share in China. It is worth noting that Tencent purchased the search engine in 2013. As a result, the Sogou search engine is built on the WeChat platform.
• 360 search offers use unique ranking algorithms. As a result, businesses must employ various SEO techniques to address it. The corporation also controls various online domains, such as the 360 directory and the 360 antivirus application.

2. Content marketing

A lead generation technique that involves supplying suitable content to targeted audiences without immediately communicating an advertising message. According to a poll by the Pew Research Center, 81% of customers’ shopping decisions are impacted by completing their own research online, making content marketing essential to reach these target clients.

Content marketing in China comprises press releases, advertisements, videos, audio, podcasts, white books, blogs, and infographics on WeChat, Weibo, official sites, and client-side apps. As Chinese netizens experience hundreds of thousands of pieces of material on their social media platforms every day, unique and eye-catching content that represents a brand’s values might be the key to content marketing efforts.

3. PPC

Pay-Per-Click marketing is a method for driving traffic to a company’s website using sponsored adverts. Businesses display advertisements online and pay a charge each time an Internet user clicks on them. Keyword selection is the most important aspect of a PPC campaign.

The term 种草 (Zhong Cao) is often used in Chinese social media. This refers to the want to purchase a specific product or have an experience, as well as the influence or being persuaded to seek a specific product or experience. The core principle of Zhongcao is to approach the product from many angles and expose it to unforeseen audiences. Brands actively produce new items and products with new unique selling points by launching advertising campaigns to capture people’s attention.

4. Social media marketing

Social media marketing is a method for increasing brand exposure, driving traffic, and building social trust by connecting with people on social media through online discussions. The variables and media that affect consumer decisions have shifted, thus it is critical to generate dynamic and recurrent content to capture customers’ attention and provide them with the information they need when making decisions and conducting searches.

In China, businesses frequently pay specialists to handle their social media accounts, which include promoting new product launches, responding to follower remarks, and creating online debates. Businesses also work with celebrities and KOLs to raise brand awareness through online interactions on social media channels.

Weibo, RED, Douyin, and WeChat public accounts are among China’s leading social networking networks. Because of the interpersonal trust that KOLs have with their following on certain social media channels, this method of marketing may improve brand recognition and reduce the time it takes for a customer to decide to buy. Furthermore, it may decrease brand marketing budgets while also providing long-term impacts on content KOLs.

AdMaster produced a 2019 China Digital Marketing Trends study with 240 samples (110 brand advertisers included). According to the survey, KOL marketing is progressively becoming a key priority for businesses in social media communication, accounting for 60% of the digital marketing sector. Live streams and short videos account for 55% of the digital marketing business, followed by official public account activities (54%).

Chinese organizations often use a combination of digital marketing tactics with varying emphases to achieve outstanding advertising practices.

Advantages of implementing digital marketing in China

1. Wide geographic reach

Advertisements in Internet marketing are not limited by geography. When an advertisement is posted on the Internet or a social media platform, people all over the globe can view it.

2. Customization

Numerous programs and websites may track users’ past searches. This allows apps and websites to present users with customized content. Since each consumer receives more personalized information, they are more likely to see their preferred products and buy them.

3. Integration and simple conversions

Digital marketing combines pre-sales advertising, operations, and after-sales support into a single chain of services, helping clients to get the most out of the services the firm offers. Previously, if a customer became fascinated with a product after seeing a TV commercial or a printed advertisement, the quickest method of buying it was to call the company and make reservations, then make shipping payments. Nowadays, Conversions are simpler and quicker when using digital marketing and a well-organized webpage or application.

4. Cost efficiency

For starters, because regional limits no longer limit the effectiveness of a marketing, organizations no longer need to post as many adverts as they once did. Second, digital marketing enables enterprises to offer their items directly to customers. Payments to local suppliers can be saved. Third, consumers who look for details about a product on the Internet or social media platforms are more likely to buy or be interested in it. As a result, this helps to reduce incorrect clicks and ineffective adverts to some extent. All of this saves money for companies.

5. Comprehensive Data

The Internet allows for the clear display of a product’s pricing, specification, technical standard, warranty information, method of application, and common Q&A. Customers can quickly obtain all of this knowledge through digital marketing compared to traditional advertising.

6. Measurable results

Businesses may use massive amounts of data and current technology to measure the number of conversions generated by executing a certain digital marketing plan. Businesses may alter their digital marketing approach in response to current market trends and product feedback.

To excel in digital marketing in China, it is essential to keep adapting to the changing trends, regularly update your strategies, and build strong relationships with your target audience. This requires a deep understanding of the market, consumer behavior, and cultural nuances. Companies like TIF Creative will help you stay on top of the latest developments and by leveraging the right channels, you can effectively engage with your audience, boost brand awareness, and drive conversions.