Abstract
Chinese consumers have embraced a wide-range of Internet applications, making
digital media a valuable and critical channel for marketers to reach consumers
in the Middle Kingdom. In 2011, China's Internet advertising market size
reached RMB 48.1 billion (US$7.6 billion), surpassing print advertising -
placing it in second place behind only television ads. As marketers in China
have begun to recognize the importance of marketing via digital media
including search engine advertising, online portals and affiliate networking,
not every marketer truly understands how to best use these new digital
channels to engage Chinese consumers. This is especially true when it comes to
social media and online video sites.
This report is focused on the rise of these two media as the latest important
channels for digital marketing in China, aiming to answer the question
“How can marketers effectively incorporate online video and social media
into their marketing campaigns to drive measurable results?” You will
learn why online video and social media have become such critical tools to
reach Chinese consumers, and through the presentation of several case studies,
how market leaders have successfully implemented use of digital media to
capture the eyes and wallets of Chinese consumers. Also included are forecasts
for Social Media and Online Video advertising growth in China.
Table of Contents
- Executive Summary
- Key Findings
- Introduction
- Navigating the Landscape of Online Video Websites in China
- Users
- Online Video as a Marketing Channel in China
- Fast growth
- High Value, Low Overlap Across TV Audience
- High Viewer Tolerance
- Navigating the Social Media Landscape in China
- Users
- Key Players: Social Media Sites in China
- Social Media as a Marketing Channel in China
- Growth
- Overcoming the Digital Dilemma: How to Best Leverage These
- Two Media
- Step1. Identify the Core Goal of Your Campaign
- Choose the Right Tools
- Build/Strengthen Relationships with Customers to Differentiate Brand Image
- Step 2. Identify the Right Media Platform for Your Campaign
- Step 3. Evaluate Progress: The Quality of the Interaction
Table of Figures
List of Tables
Index of Companies
