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Social Media Marketing a Must in China

From traditional social networks to microblogs and messaging services, marketers in China go social

August 22, 2014 | Social Media

Facebook may be banned in China, but social media is huge in the country, and marketers know it. The vast majority of them use social media in at least some of their marketing efforts, research shows.

Frequency with Which Digital Marketers in China Use Digital Marketing Tactics, by Type, Feb 2014 (% of total)

The continued adoption of social networks in China has provided digital marketers with a solid platform through which to build brands and reach prospective customers. In February 2014 polling conducted by Hylink Advertising, comScore and Pacific Epoch, 93% of digital marketers said they used social media marketing at least some of the time; one-third said they always used it in their marketing.

The same poll also found that social media is considered the leading cross-channel marketing platform in China, above search, industry verticals, portal sites and videos.

Data from PR Newswire supported the notion that microblogs remain an important medium for marketers to use for reaching out to prospective customers. In an August 2013 survey of marketers in China, 81.5% of those polled considered microblogs to be the most important social media channel. But WeChat was second, named by 58.8% of respondents. Interestingly, social networking sites were thought to be less important than mobile news apps, forums, wikis and question-answering sites, and video sites.

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