Think beyond brands for effective search advertising in China

Chinese consumers consider search a first port of call when making purchase decisions, but only 19% of search activity in the country is for brands or products.

Given the domination of buzz-words such as search engine marketing and optimization (SEM/SEO), social media marketing and the like, marketers and digital advertising netizens need to go back to basics and view search from a fresh perspective.

"Many marketers are on auto-pilot mode and because search is big, they tend to park money on it. Also it is used inefficiently and as default, because they lack big budget for other mass media activities," said Bhasker Jaiswal, Managing Partner at OM

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