Mobile is changing the daily life of Chinese consumers. Ditouzu, the phone-addicted population, is growing fast. Eighty-three percent of metro online Chinese consumers use mobile phones — with 88% of these phones being smartphones. Despite being the largest smartphone market, a new Forrester Research, Inc. (FORR) report highlights several reasons why mobile marketing is lagging in China and the need for organizations to treat mobile marketing strategically as part of their integrated marketing efforts – including social, video and search marketing - on the platform.
Key takeaways from the report include:
- Marketers in China Aren't Keeping Up With Consumers in Mobile
Metro Chinese online consumers are transitional according to the Mobile Mind Shift Index, but marketers are failing to meet these consumers' increasing demand for being there in their mobile moments. They hold false assumptions on reaching Chinese mobile audiences and aren't thinking about mobile strategically.
- Use POST to Create Mobile Marketing Strategy
Although 36% of marketers in China have tested mobile, only 16% have incorporated mobile as a consistent marketing channel. For those who have yet to define their mobile marketing strategy, Forrester recommends the POST (People, Objectives, Strategy, Technology) methodology. Three mobile fundamentals -- immediacy, simplicity, and context -- help marketers understand the uniqueness of mobile and take a mobile-specific approach.
- Use WeChat And Utility Apps Creatively To Engage Chinese Consumers
Many marketers work with popular third-party apps like WeChat to reach and engage with a mobile Chinese audience, but only those who meet consumers' needs in their mobile moments gain success.
“Marketers in China need to think about mobile strategically, rather than as an extension of their overall digital marketing strategy,” says Forrester Research analyst Xiaofeng Wang. “To effectively capture consumers’ mobile moments, the efforts that marketers are already familiar with can be integrated into this platform, including social, video, and search marketing.”
About Forrester Research
Forrester Research (FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. Visit www.forrester.com.
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Deborah Ng, +65 9731 7754
Public Relations, Asia Pacific