Role of Online Promotion in China Marketing

Article e-woow: Role of Online Promotion in China MarketingRole of Online Promotion in China MarketingRole of Online Promotion in China Marketing

Keywords: Website Promotion Services China, Chinese Web Page Promotion Service, Website Promotion In China, Online Website Promotion In China

Since China opened their borders for foreign investments in 1970, the country has attracted many international firms. They are looking to capitalise on the huge population in China, the economic growth and favour of the costumers for foreign goods and services. Not for a long time yet, the internet and therefore the internet business has become a huge sensation in China. For Chinese people the internet is more than a medium, it is a way of life. The first thing they do the moment they wake up is screening their social media account and it is what they last see before they sleep. Everything they do is based on the internet. The China Internet Network Information Center's (CNNIC) Report for 2014 documents 649 million internet visitors, 80% of these - 557 million - use smartphones and tablets to connect.

E-commerce and especially mobile commerce, the internet access through mobile phone, is on its way to new heights in China. As the country has the biggest internet population, many different brands from around the world would like to join and benefit from this enormous market. To have a prospect in China, it is necessary to do website promotion, because it is the best way, to get in contact with potential Chinese costumers. Increasingly large amounts are spend into the online advertising compared with the weakening situation for the traditional media. The business of Chinese web page and mobile promotion service is getting more and more important.

The digital marketing strategy is now the best way to be known but it is complicated to get access to the Chinese online advertising market. Digital strategy means not only a nice designed website, product placements, buzz marketing, videos, story-telling but promoting these websites as well as including social media and mobile marketing. As mentioned 80 % of the internet users in China enter the internet through their mobile phone. Advertisers have started to consider smartphones as a way to access clients and communicate with them. It is a personal use medium with which the company can get really useful information about necessities, likes and consumption habits of its target group. Chinese website visitors have the habit to get information on net by using Baidu. Baidu search engine is the largest Chinese language search engine all over the world. To market products and services directly to Chinese consumers it is essential to have a site listed on Baidu. 60-70% of all searches in China are done via Baidu and it should become an important part of a company marketing strategy to have a site achieve high ranking on Baidu.

Doing online website promotion in China is complex, a lot of international companies tried to enter in the Chinese market but didn’t succeed, some popular brands are for example Google or eBay. There are many different reasons why foreign companies failed in China. Most important thing is to analyse the market to be able to understand the Chinese culture and behavior of the customers, before launching new products in the country. It is almost impossible for western companies to do this marketing researches by their own. It is necessary to have a partner in China who knows the market and can provide specific website promotion services.