China’s Media & Marketing Environment 2024
This mini report (we’ve been running for 9+years) is part of our annual China Marketing and Media Review to bring China’s marketing and branding landscape into sharp focus - for marketing leaders.
Digital is the “dessert in the US, where in China, it is the main course”(*) 80%+ of all advertising in China is digital and so, digital advertising in China is full-funnel. It is tasked with producing both brand and sales effects.
While PPC, SEO and funnels characterize the US digital marketing landscape, in China, the prevailing tactics are centered around rallying audience groups to purchase, through the use of influencers/KOLs, livestreaming and private traffic. These social commerce tactics are used to build social consensus-at-scale, and a word- of-mouth flywheel. Livestream selling is a blunt example for how China’s foundational tactics, combine social awareness and influence with a purchase.
In the report, we explore:
- the analysis of the overall landscape and platforms in China
- modes of marketing and approach to CRM
Click here for the full 2024 China Marketing and Media Review. It covers the big picture on China consumer market, 10 key considerations for China Marketing, survey of brand leaders in China, China’s media & marketing environment, and Framework for Growth in China. For brands already in China, we hope to provide the necessary insights to stay a step (or two) ahead. For brands not yet in China, it should provide a framework to evaluate growth possibilities. And, for brands considering a pivot to Asia, some perspective on China’s important place in the region.
