If you’re marketing in China, social media offers an enormous opportunity: Chinese online adults are the most socially active among any of the countries we survey worldwide, and a whopping 97% of metropolitan Chinese online adults use social tools. And this isn’t only driven by the younger generations — we find that on average Chinese Internet users ages 55 to 64 are more active in most social behaviors than US Internet users ages 25 to 34.
But a Chinese social media strategy is not that simple to implement, especially for Westerners accustomed to marketing on sites like Facebook, Twitter, and YouTube – none of which operate in this market. So before you take the leap into social media in China, be sure that you:
Twitter content visibility ages quickly — yesterday's news is todays chip shop wrapping paper. However, not all Twitter content of value ages badly. Yes, Google, Bing, and the like use Twitter for social signals but current content is mostly favored over older tweets. Outside of time-bound announcements there is wealth of content from brands that tips over the Twitter waterfall into oblivion — top tips, cool videos, white papers, quotes, free music tracks, and other media goodness that has a much longer shelf life than the perpetually scrolling Twitter feed can keep up with.
There are many services that offer an attractive magazine-style landing page that aggregates all activity on your tweet stream, such as paper.li, but the problem from the brand perspective is that it is all content on your tweet stream — not just your own posts. That approach is fine for broad curation of ideas and topics but not for promoting a brand or individual. Other services like news.me provide magazine-style presentation of your Twitter content, but the problem from the marketer's point of view is that the content is locked up inside a smartphone app that doesn't garner search engine attention — it's a private reader not a public profile.
Marketing mix modeling is no longer just a tool for consumer packaged goods (CPG) marketers to measure the effect of traditional marketing on overall sales. Today, marketing mix modeling (MMM) can help all marketers optimize their online and offline marketing budgets through predictive analytics that bring order to the chaos of an increasingly fragmented media landscape. But while the benefits of marketing mix modeling are significant, so too are the resources and planning required to embed it into your organization and marketing process. Forrester’s research shows that marketers are in different stages of maturity for integrating MMM into their organization and getting the most from this powerful tool. We are conducting a survey to better understand the state of MMM deployment within marketing organizations. We’ll use the results to help you and other marketers benchmark your MMM experience. So if you are a marketing mix modeling veteran, a newbie, or somewhere in between, take our 10-minute survey to share your experiences, and we’ll share the results with you.