Advertising online holds the key to gain the good reputation of the company and increase brand awareness in China. Because In this era of massive information flow, you should follow an important guideline of advertising: where are your customers and that is where you advertise, this principle can help you catch your customers’ eyes, get into their minds, reach their hearts and eventually build a close relationship with your customers. While in China, the majority of customers search the information about products and services through the Internet. As of June 30, 2018, the number of Internet users in China reached 802 million, and the Internet penetration rate was 57.7%. So in this article, we will show 7 possible methods to promote your products and services on the Internet.
BAIDU: 1ST CHINESE SEARCH ENGINE
Baidu is a very popular search engine in China. How to Use Baidu is just like how to use Google, they all provide many factual answers to a wide range of queries for information seekers. Whether individual customers, retailers or wholesalers, the first step for them to obtain products information is to open Baidu and input some keywords on the search bar. The advertising business provided by Baidu called “推广—Tuiguang” which means helping you promote your products to the public. The approaches of Baidu’s ads and bidding are similar to Google’s. But due to the difference in language characteristics between China and English, Baidu replaced the Modified Broad Match which is one of the keyword-matching features in Adwords for Google with Phrase Synonym Match. The other three matching functions are Broad Match, Phrase Match, and Exact Match. Baidu is a good starting point for building a good brand image. Because of the popularity of Baidu among Chinese people, however, the cost of advertising is relatively high especially when you want your product to appear on the first page of search results, but the advantage is that you can get traffic and viewers. And remember an important thing: you need to pay closer attention to the positive comments and negative comments about your products and services on the website to ensure a good e-reputation.
Sogou as the second most popular search engine in China is also a great platform for marketing online. Compared to Baidu, although it doesn’t have as much traffic as Baidu, the strength of Sogou is its partnership with the biggest social media company Tencent. According to what Wang Xiaochuan, the chief executive officer of Sogou, said in an interview, Sogou has received Tencent’s support, and more than 30% of Sogou’s traffic comes from Tencent. If you choose Sogou to advertise, you can face a lower cost and explore the potential of the niche market and customers.
QIHOO 360 is China’s leading provider of Internet and mobile security products and services. According to third-party statistics, QIHOO 360 is one of China’s leading browser companies, based on the number of users, it has 400 million active users and a penetration rate of more than 70 percent. The expense of advertising through QIHOO 360 is also low, which is affordable for most companies, especially for the SME.
WECHAT: THE MOST POPULAR APP IN CHINA
WeChat is a free application of instant message service for smart terminals launched by Tencent. WeChat provides a lot of functions such as public platform, moment circles of friends, message push, etc. By February 2018, WeChat global monthly active users reached 1 billion for the first time. With WeChat, you can make your ads more targeted. For example, you can deliver your ads to potential customers by regions and by age groups. This is to segment the market based on the two variables of geographic location and age, so as to achieve precise advertising.
Weibo is like Twitter in China, It is also a kind of blog, a kind of broadcasting social network platform that shares short real-time information through attention mechanism. Users can form personal communities through various clients such as the WEB and WAP, update information with 140 characters (including punctuation), and share it in real time. There are two kinds of attention mechanism in Weibo. Although WeChat is becoming dominant on social media platform, many Chinese people still use Weibo to search for information and browse the moments of users they follow. According to Sina Tech, as of March 2018, the number of monthly active users of weibo increased to 650 million, and daily active users rose to 184 million. It is also an effective approach to advertising.
Douyin is Toutiao’s creative music mini video social software, a 15-second music mini video community focused on young people. This app allows users to select songs and shoot a 15-second music mini video to form their own work. In 2018, the number of daily active users of the company increased from less than 40 million to nearly 70 million during the Spring Festival holiday alone. While by July, it was officially announced that the company had more than 500 million monthly active users worldwide. There are two ways to advertise on Douyin, one is to do paid advertisement on the platform, the other is to find network celebrities to cooperate with. If you want to bid, there are three ways to deduct fees: CPM, CPC, and CPA. Depending on the way you choose, there are different costs.
With the concept of “fast person is king” and the product features of “quick play, quick release, and quick search”, Youku and Tudou fully meet the growing interactive demand of users and diversified video experience and has become the most influential and favorite video media in China’s Internet field. Youku Tudou’s paid advertisements are mainly short videos and are higher prices. If you have a mature brand and enough budget, this platform is a good choice for you. Based on these seven platforms, it is crucial to connect your brand with your customers.
HOW BUILD STRONG BRAND THROUGH ADVERTISING ONLINE?
CREATE AUTHENTIC AND RELEVANT CONTENT ONLINE
In this fast-paced world, very few people have the patience to slow down to go through long paragraphs of text and pictures, except you who are reading this article. So a short video of 15 seconds to 30 seconds is a great way to reach your customers, and you can choose a wide range of companies that provide mini-video advertising services, like Douyin which is the most popular, Meipai and Meitu….For example, the mini short video “crossing Mars” released by Tsingtao Beer has been played more than 100 million times since its launch, and the Tsingtao beer index on Baidu soared from 2303 to 4731, which increased this brand awareness dramatically. In network marketing, companies need to find appropriate pickup points from the perspective of their own and the values of the consumer, companies need to dialogue and interact with customers, and they also should pay attention to consumers’ public opinion direction during the process of network marketing, which can adjust timely marketing idea and give timely feedback and response to customers.
FOCUS ON MOBILE ADVERTISEMENT
According to reports, the total number of mobile phone users in China has exceeded 1.5 billion, and the post-90s and the post-70s are dominant. Mobile social apps have become a must-have tool for Chinese netizens’ mobile phones. Nearly half of users use mobile social apps more than three times a day, and 80% of users spend more than one hour a day using mobile social apps. It becomes easier to engage consumers by advertising on WeChat, qq, and Weibo. Because on the one hand, these platforms are more convenient to communicate with clients, on the other hand, mobile phone users have a more open and positive attitude towards online advertisements.
KOL(KEY OPINION LEADERS) IS THE KEY
Chinese KOL has become increasingly important for consumer purchasing decisions. KOL has many followers on their network social website, and their fans all want to use what KOL uses. The comments made by KOL are very influential and convincing to most consumers. So remember that this is a good way to start promoting your brand.
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