According to iResearch Consulting Group, online video watching is the #1 activity Chinese internet users participate in while on the internet. This represents a huge opportunity for digital marketers to capture the loyalty and/or interests of the Chinese consumer. The article details that Chinese internet users are more receptive and accepting of digital ads compared to their western counterparts. However, the Chinese government has taken measures to block certain content from the web. Moreover, multi-national advertisers would need to consider the Chinese demographic, trends and culture to market effectively. Link to article below:
http://www.emarketer.com/Article.aspx?R=1009394
I believe, if done correctly, digital advertisers who enter into the Chinese market sooner rather than later, will have a huge advantage in gaining additional market share or brand awareness. I think understanding the restrictions of the government and the "nuances" (as mentioned in the article) of the Chinese internet users' preferences, habits, etc.will be the crucial when in China--online. I'm interested in seeing how global products/brands will be marketed online in China vs. in the US and other countries.
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