We first began working in Chinese digital marketing in November 2012. Before that, we hired a consultant in Beijing to teach us how Chinese digital marketing works, from which platforms and channels to use, to what type of jargon is used online. 1.5 years and a dozen clients later, we are still learning about Chinese digital marketing. Learning actually never stops because systems and people’s habits are continually evolving.
Useful Information About Chinese Digital Marketing
In 2012 WeChat was on the rise with Sina Weibo the undisputed leader in social media. Now, WeChat has taken a large share of Sina Weibo’s active users as people communicate more privately and as people react to the Chinese government’s policing of Sina Weibo stars. However, Sina Weibo remains the number one social media network in China for PC-based SNS.
In 2012 a foreign company could register a WeChat Subscription account with an email address but in 2013 they changed the rules to requiring an official Tencent Weibo account as well as a Chinese National ID or Chinese business registration. This is partly Tencent (WeChat’s parent company) promoting its paid Service account for companies which come with a low fee but high setup cost, and still requires Chinese business registration. Also, as WeChat expands internationally, they want local companies to register WeChat in their own countries to help promote use of WeChat internationally. WeChat is the number one mobile-based social messaging app.
From time to time clients also hear of other social networks in China, like Kaixin, RenRen, Douban and QZone, and want to know whether it is worth creating profiles on these accounts. The answer is, it depends on your target. But for the most part, we advise against dedicating limited resources to less popular social networks.
Video however is a worthwhile recipient of limited resources. China Internet Watch reported in an August 2013 story that China internet users spent most of their time online watching video and using social networks. In June 2013, video covered 456.85 million users online (second only to search and above social media). For a hotel, for example, using video on social media provides an opportunity to begin communicating the experience before the potential guest makes a reservation or arrives.
An interesting point above is that search accounts for the most user coverage in China. Like people outside of China, Chinese internet users go to search engines to find information, primarily Baidu. Therefore any Chinese digital marketing strategy should include opportunities to increase visibility on Baidu. Search engine optimization does not work the same on Baidu as on Google. Baidu has its own rules for crawling and gives tips on their website to optimizing your page. Similar to Google though, your SERP will improve the more mentions you have on the Chinese internet, i.e. social media channels, video, blogs, forums, wikis, and your own Chinese website. Yes, this does require your material to be in simplified Chinese, the official mainland-China written language. In June 2013, there were 464.72 million search users in China (out of over 500 million total online users).
Using Digital Marketing
A digital marketing strategy in 2014 requires specific marketing goals in order to avoid getting lost in the cacophony of sales pitches and online reports. Some key questions to consider before making an investment in Chinese digital marketing are:
- Are we ready for Chinese customers?
- Do we have a Chinese version of our website in good simplified Chinese, i.e. not Google translate?
- Do we have Mandarin-speaking customer service?
- Who is our target audience?
- What do we consider successful digital marketing? Sales? Brand awareness? Engagement? Clicks to website?
After answering these questions you’re ready to choose a partner or hire staff to assist you. If choosing a partner, such as hiring an agency, there are more questions to consider:
- Does this agency know and understand our business?
- Will they represent us online the way we want to be represented?
- Do they understand what we consider successful digital marketing?
- Have they done this before?
- Are they available to us when we need them?
Answering these questions will assist you in choosing the right partner and ensure that your Chinese digital marketing performs smoothly. Chinese digital marketing is a learning process and adjustments will be required, but if you approach it with an open mind and a good partner, then you will be able to overcome the hurdles and reap the benefits of reaching Chinese on their screens.
