Over the years, digital marketing has evolved into a top strategy for connecting companies with consumers. And while it’s becoming increasingly popular all across the globe, nowhere is digital marketing growing more rapidly than in China. With around 802 million Chinese citizens actively using the internet, brands and businesses alike are looking for new ways to stand out from the competition.
Below, we’ll take a closer look at the latest trends in the Chinese digital marketing industry.
Improved Livestreaming Content
In our ‘Livestreaming offers Real Time Shopping Experience – Social Media Marketing at The Next Level’ post, we highlighted how livestreaming is a key component in any Chinese digital marketing campaign. From promoting clothes to commentating on sporting events, and even performing entertainment numbers, these efforts reportedly racked up $4.4 billion in revenue in 2018.
This is why it shouldn’t be surprising that companies are relying more and more on livestreaming campaigns. As explained by TechNode, with people staying at home these days, livestreaming viewership is expected to reach an astronomical number of 526 million users this year. While this medium has always been a hot commodity, you can expect brands to produce higher quality content by tapping in big media personalities in place of typical livestreaming hosts. Moreover, the content will not only focus on the commercial aspect, but on the creative and educational as well in order to personalise their material.
Influencers are Integral
The influencer figure is very much borne out of the digital age, which means their outreach is now an essential part of every successful digital marketing effort. And this year, their role in the industry is more integral than ever. While there are all sorts of influencers, fashion influencers are gaining more traction online. Case in point, one of China’s top fashion influencers by the name of Jiaye Wu got lots of coverage while simply staying at home, leading to a huge increase in followers. In turn, designer brands sought to collaborate with her work on social media.
Wu shuttles between Shanghai and New York, and to this end joins the ranks of jet-setting influencers including former Miss Universe Catriona Gray and Korean-American Aimee Song. Their posts show how fashion influencers are popular precisely because of their ability to transform the mundane into the extraordinary with their outfits. Furthermore, influencers also add an air of authenticity to their posts as they seek to engage with the followers in contrast to traditional branded campaign with out-dated marketing formulas.
Smart Chatbots Will Enhance Shopping Experiences
Like we said, shopping in China is heavily dependent on digital marketing efforts. And online shopping in the Chinese market goes beyond the standard company website, as social media platforms such as WeChat, Weibo, and Douyin have become prime spots to sell products. In fact, the South China Morning Post points out that the term “social commerce” has been coined for this phenomenon. Moreover, it accounts for more than 75% of total online retail sales.
On top of this, another innovative digital feature to make waves in the Chinese market are smart chatbots, which will be integrated into these social media platforms. These are designed to virtual assistants that will guide shoppers as they browse through — from answering general questions to recommending products and conducting customers surveys. And despite being relatively new, the efficiency of e-commerce giant Alibaba’s chatbot called AliMe is a good sign. According to a Harvard Business School study, AliMe answered over 9 million inquiries during the Single’s Day shopping festival in 2017.
As these trends show China is at the forefront of digital marketing trends. And with the online community only growing bigger expect it to continue leading the way.
AUTHOR BIO: Clara Collings is a freelance business writer who is deeply fascinated at how Chinese digital marketing is growing and how it strongly affects both businesses and consumers. When she’s not busy reading up on the latest news from around the world, she likes tending to her urban garden in her flat.