China Online Marketing Guide provides entry-level introduction to online marketers interested in penetrating into China market. It lists key online channels marketers can utilize. Below is a summary; you can download the full e-book for free by registering Incitez China Newsletter on the right.
Top 3 search engines in China: Baidu, Haosou (Qihoo 360), Sogou; SEM/PPC accounts registration must go through a manual approval process, which takes 2-5 days requiring business registration, website screenshots and registration form. Baidu is the leader with many advertisers’ competitions and the CPC is often much higher than the others.
Weibo and WeChat are the top two most popular social media channels. Nowadays almost all major online marketing campaigns in China target Weibo, WeChat or both; each has its own advantages and disadvantages. Other channels could be in your online marketing mix which you can find out in this e-book.
Weibo started more like a Twitter equivalent in China, which soon evolved to a unique social media channel with some Facebook features and its own unique features with over 500 million users and 129 million monthly active users. Similar to Twitter and Facebook, businesses grow online communities on Weibo with relevant and quality content and engagement campaigns. In addition, social ads are available on Weibo with geographic, demographic and device targeting options.
Being both a mobile messaging app and a social networking channel, WeChat offers marketing campaigns opportunities and advertising options to brands.
Being the two most important online tactics, SEM/PPC and social media are not the only thing you should or could do targeting China internet users. Subscribe on the right to get the download link and receive future updates.