AdMaster reported that for 2020, 71% of advertisers planned to increase their budgets for digital marketing. The same data shows that 75% of these advertisers will also be focusing on increasing ad spend on mobile platforms. The mobile phone is the preferred device to browse the internet, and consequently, to shop online. Needless to say, brands that are able to build better customer journeys on mobile channels benefit more from digital marketing.
An important factor to keep in mind is that there isn’t much Google and Facebook can do in the Chinese marketplace, as access to these “western” sites is prohibited by the government. However, there are plenty of, if not equivalent, better and more widely-used alternatives: popular platforms such as WeChat, Weibo and Douyin/Tik Tok are equipped with integrated and interactive features to attract a general audience; other platforms such as Zhihu, Xiaohongshu, and Toutiao can be of practical use when trying to reach a niche market audience.