Hylink Digital Marketing Research (HDMR) recently published 2014 China Digital Marketing Report, which gives insights on China digital marketing environment and status quo. Hylink invited marketing staff in 30 enterprises to participate in the survey.
It found out that Chinese advertisers had positive attitudes towards digital marketing in 2014, over half of advertisers indicated that they were willing to try new techs and methods. Other advertisers said they would discreetly choose mature channels and methods. No advertisers would maintain the status quo or choose other, which means Chinese advertisers understood the importance of proactiveness in a fast changing digital marketing era.
73% advertisers said they would increase digital marketing budget in 2014, 17% advertisers’ budget remained the same while no one would cut the budget.
In 2014, Wechat Official Platform, integrated digital marketing and mobile marketing attracted most attention from Chinese advertisers. 67% advertisers cared about Wechat Official Platform very much.
Social marketing had the highest acceptance, which only 11% advertisers said they would never or seldom use it. Search engine marketing and content marketing were regarded as the basic marketing methods, 47% advertisers said they always used it.
In 2014, integrated digital marketing would be more common, merely 3% advertisers said they would not use integrated digital marketing. Social, search, vertical, portal website and video were the top 5 combinations for integrated digital marketing, all had over 60% usage rate.
Chinese advertisers had strong willingness to accept new technologies, video, QR code, LBS, mobile devices, big data and multi-screen interaction were all accepted positively. But augmented reality’s recognition was still very low.