Success in digital China
Tony ChenGroupM China
Few multinational corporations effectively capture the internet opportunity to build relevant and lasting brand relationships with Chinese consumers. Tony Chen of GroupM Interaction China outlines six key principles for online marketers in China.
With more than 500 million Chinese internet users and five million new users coming online each month, the significance of China's internet as a primary marketing channel cannot be underestimated (Figure 1).
FIGURE 1: CHINA'S GROWTH IN NET USERSSource: CNC 2011 and Internet World Stats
Companies and brands have taken note, with online advertising spend in China forecast...