Peking Tan, president of MAMS, says marketing in China Today both have a vivid outlook on future developments and face challenges in a complex landscape. This series of reports was published in 2017. We hope to use it for empirical research and analysis, to summarize professional viewpoints, provide insights into trends and discover key problems that need to be resolved in the EU China Marketing industry.
The report is based on surveys of nearly 300 advertisers from over 20 industries (including food and beverage, beauty and personal care, education and training, automotive, consumer electronics, and baby food / products) as well as in-depth one-on-one interviews and desk research with representative advertisers. The key takeaways for 2021 include:
- 47% of advertisers expect it China Increase marketing investments. Total marketing spend is projected to grow 17% after an actual growth of 8% in 2020
- 78% of advertisers said they would increase their digital marketing spend. Digital marketing spend is projected to increase by 20% after real growth of 16% in 2020
- Advertisers focus roughly equally on branding and performance goals
- Increasing marketing performance / ROI is the biggest challenge advertisers face when choosing a platform
- Advertisers will invest more in mobile internet marketing than any other marketing resource
- Among the online resource types, advertisers focus most on short-form video and social media platforms, with 78% and 75% of advertisers increasing their spending on them, respectively.
- 67% and 60% of advertisers increase their spend on short-form video ads and influencers Show, 54% and 51% of advertisers are investing more in newsfeed ads and performance-based ads.
- Social marketing spend is expected to increase 19% in 2021, after actually growing 15% in 2020. Social marketing will focus on short-form video and influencer marketing
- Investing in content marketing is focused on online resources. Advertisers are most interested in web variety shows, web series, and TV variety shows
- Data mid-end and content tagging are the most widely used digital marketing technologies
MAMS is an industrial research institution dedicated to innovation in marketing science and applications. It was founded by Miaozhen Systems, China leading provider of omni measurement and business intelligence and analysis solutions. It uses scientific methods to solve practical and theoretical marketing problems and to build a measurable, verifiable, predictable marketing scientific methodology and knowledge base. The ultimate goal of MAMS is to promote industrial collaboration and further scientific advancement.
SOURCE Miaozhen Academy of Marketing Science