How Different?

One of the biggest, catastrophic mistakes we see foreign entities making is assuming that as they have a successful Digital Marketing strategy in existence, it will transplant in China. It may, or it may not.

We have cautioned against this Euro centric thinking or smugness before in traditional marketing because in China Digital marketing is not just a new channel, it is different, and as corny or over used as it sounds, On Line Media in China is different again.

It is worth repeating that whilst essentially the same in idea, format and aim and may be "old hat" in the west it is not just new in China. Digital marketing, esp Social Media Marketing does tend, like many things, to be different in some aspects, evolving along its own lines very much influenced by Chinese culture and social conditions.

Digital, in particular, Social Media Marketing in China gives the Chinese consumer a level of choice, information and power, especially power, things taken for granted in many countries, but hitherto rare in China.
This "power" it seems means that, currently, Social Media in China is regarded more seriously, as a business and political tool rather than the "fun" aspect in some other countries.

Coupled with a rapidly increasing standard of living Chinese consumers are now very aware and more demanding in regard to quality and standards.
This must also be seen in conjunction with Confucianism ideals and theory which still underpin Chinese culture, social harmony or cooperative society is favoured over the individualistic, independent style often seen in the west.

This means "relationships" are extremely important in China, something equally extremely difficult for many non Chinese to fathom and accept.
So Chinese consumers are already "predisposed towards relationship marketing" which effectively amplifies the effect of a good Social Media marketing campaign resulting in stronger brand promotion and recognition.

More bang for your buck as our American cousins might say.
Put simply, the interactivity and cooperative form of Digital Marketing was made for China.

To put it into business terms, we all know that a happy customer tells 3 friends, maybe, but even a slightly disgruntled one will tell the whole world.

Chinese consumers are avid, rampant Internet users, especially Bulletin Boards and Blogs, comments, posted via the China Social Media, on how they saw your product or service and the impression they formed during this relationship can make or break a company.
Recent disasters major accidents and food scandals, previously ignored or played down by State media, have gone viral with China Social Media. In some cases this has fueled demand for "foreign made" goods. There is also a surge in "anti-marketing" or misinformation, currently a source of concern for both industry and government alike.

In the next chapter we will take a brief look at how Social Media has developed in China.