China's new segmentation ecosystem: Moving from demographics to location and payment

Looks at the evolution of segmentation in China from using demographics to integrating offline and online purchase behaviour to track target audiences.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more .

Segmentation in China today and beyond

It was not too long ago that the epitaph of mass marketing was being written by Harvard Business Reviewand the world of marketing was predicted to move to and one-to-one marketing. In the past 10 years, numerous attempts to achieve the holy grail has come to nought with the latest predicting 80% of marketers will abandon personalisation. In China, segmentation still rules the roost when it comes to driving insights as well as campaigns but advertisers can begin to look beyond walled gardens for a deeper understanding of Chinese consumers.

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