To choose proper digital marketing tools in China, it’s necessary to learn more about the most popular digital marketing channels. In this article, we listed four most commonly used digital marketing channels for the China market. We have reasons to believe you will be able to choose wisely among them.
1.Pay-Per-Click Marketing (PPC)
Pay-Per-Click marketing is the strategy that drives traffic to a business’s website through paid advertisements. Businesses post an advertisement on an online platform. And if Internet user click this advertisement, businesses will pay a certain fee each time. Therefore, keyword research plays a most significant role in a PPC campaign. Brands can actively implement advertising campaigns to attract people’s attention in the shortest time.
2.Search Engine Optimization (SEO)
Businesses apply this strategy to improve the rankings and visibility of their websites on search engines. Search engines rank websites based on these factors. Firstly, keyword relevance; Secondly, quality of page content; Thirdly, level of user engagement; In addition, number and quality of inbound links. And lastly, structure of the website. Therefore, SEO specialists use these factors as key indicators to help businesses improve their websites. In China, the top 3 search engines are Baidu, Sogou and 360 Search. As these search engines are for Chinese, the website must be in simplified Chinese. And hosting in China can improve the loading of pages and accessibility.
3.Social Media Marketing
Social media marketing is a strategy to engage people on social media and online discussion. Basically you are aming at three targets. Firstly, promoting brand awareness; Secondly,driving traffic; And thirdly,establishing social trust. Nowadays, the factors and media that influence consumer decisions have changed. Therefore, it is essential to create active and recurring content to attract attention. In addition to that, give them key information when they make decisions and conduct searches.
In China, businesses often hire professionals to manage their social media accounts. Daily operation is mainly about publishing new product releases. In addition to that, replying to followers’ messages and initiating discussions are also important. In recent years, more and more businesses are using social media platforms as direct sales channels. The most popular social media platforms in China include Weibo, RED, Douyin (TikTok), and WeChat public accounts. According to 2019 China Digital Marketing Trends report, KOL marketing is becoming a top priority in social media communication. As a result, it occupies 60% of the digital marketing industry. Live stream and short video come second and contribute 55%. When it comes to the thrid place,official public account operation contributes 54%.
4.Content Marketing
Content marketing is a strategy to attract leads by delivering relevant content to targeted groups. It is not conveying an advertising message directly. According to a survey from Pew Research Center, 81% of consumers research before buying. In China, content marketing includes advertorials, press release, podcasts, blogs, video, infographics on Weibo, WeChat, search engines,etc. The key for content marketing campaigns is creative and eye-catching content that convey the values of a brand.
Above are the most common digital marketing tools in China. If you want to learn more about Chinese digital marketing strategies, do not hesitate to contact Deep Digital China.