7 Major Trends of China Digital Marketing in 2019
The constant changes in the digital media landscape have pushed the development of China's digital marketing. Last year 2018,
China's IoT (Internet of Things) and short videos developed rapidly, artificial
intelligence and social media marketing also had sustainable development.
China's unique user base, media and technology background has nurtured a unique
digital marketing industry.
AdMaster and TopMarketing released the "2019 China Digital
Marketing Trend Report" at the GDMS Data Summit "Intelligent Growth
in 2019". The report interviewed 110 advertisers and 130 digital marketing
practitioners in China and made
a comprehensive forecast of China's digital marketing prospects this year. This
article focuses on extracting several key points of the report for
interpretation.
01
China's digital marketing spend will grow by an average of 20% this year
According
to AdMaster data, as many as 79% of advertisers in China will increase their
digital marketing spend in 2019. Nearly 30% of companies will increase their
budget by 30% or more, with an average budget increase of 20%, compared with
18% and 17% in the past two years.
79% of advertisers will increase their digital marketing spend
02
81% of advertisers will increase their mobile advertising budget
Mobile phones are still
the most popular advertising carrier. 81% of advertisers will increase mobile
advertising spend in 2019. PC-side advertising is almost stagnant, with only
11% of advertisers will increase their PC-side advertising budget.
2019 advertising budget
trends of various platforms
The penetration and activation rates of network
TVs are steadily rising. As in 2018, advertisers' attitudes toward network
TV ads are still polarized: 28% of advertisers will increase their marketing
budget for network TV, while 27% of advertisers will not advertise on network
TV at all. But since last year, the number of advertisers who cut their budgets
for network TV or did not advertise on network TVs has fallen by 10%,
indicating that advertising budgets on network TVs are growing.
2019 network TV
advertising budget trend
With the development of Internet of Things technology
(especially smart voice devices), media forms become more diversified. 26% of
advertisers will spend more on smart devices other than mobile, PC and network
TV.
03
Social media marketing has increased spend on KOL and short video
The popularity of social short video and social e-commerce
applications has made social media marketing more and more important in digital
marketing, which directly affects the distribution of advertising budgets.
According to AdMaster data, in 2019, 81% of advertisers will
increase their social media marketing budgets, with an average growth rate of
21%, continuing to maintain high growth of last year.
81% of advertisers will increase their social media
marketing budgets
More than 50% of advertisers use KOL marketing, short
video/live, or official WeChat accounts as social marketing channels. KOL
promotion is very popular, which means that KOL has contributed considerable
brand exposure and sales in the social marketing process.
Social Media Marketing
Trends in 2019
Short-video
social media such as TikTok and Kuaishou are very attractive to users and can
provide high conversion rate. Although the popularity of live video has
declined, live-stream and short video are still
hot spots in social media marketing.
04
Search Engine Becomes PC Advertiser's First Choice
AdMaster data shows that search engines, social media and video
sites are still the three most popular forms of PC-side advertising; however,
their relative popularity will change.
Compared to last year, advertisers who chose to advertise on
video sites decreased by 22%. Now, search engines are the first choice for
advertisers.
Advertising Budget for
Search Engines, Social Media & Four Kinds of Websites
In 2019
05
Social and video platforms occupy the main mobile advertising budget
More than half of advertisers use social platforms and video
platforms as the main carrier of mobile advertising. Vertical media and
e-commerce platforms ranked third, each with 37% of advertisers to
choose.
Main Distribution
Platform of Mobile Advertising in 2019
06
Content Marketing focuses on network variety shows, original short films and
reality shows
39% of advertisers will spend their content
marketing budget on online variety shows. Due to the shift in users’ consumer
video consumption habits and the rise of short videos, the popularity of
original video content and short films ranked second, surpassing online and TV
dramas. The reality show is still very popular.
content marketing form
preferences in 2019
07
Automated marketing and marketing cloud
is the most
popular marketing technology in 2019
According to AdMaster’s data, up to 60% of digital marketers
believe that automated marketing and marketing cloud driven by big data will be
the most popular marketing technology in 2019.
the most important marketing technology in 2019
In addition, the revolutionary artificial intelligence
technology and the "brain" of enterprise data management and
decision-making - DMP (Data Management Platform) is also highly respected. With
internet companies competing to develop voice assistants, speech recognition
has become the most widely used artificial intelligence technology in the past year.
Artificial intelligence also plays a key role in autonomous vehicles, medical
image recognition and smart retail. At the same time, DMP, as the central hub
of data integration, management and application, plays an important role in the
digital transformation of enterprises.
Chen Le,
chief operating officer of AdMaster, said: "Big data and artificial
intelligence are reshaping the digital marketing landscape. With the increasing
popularity of the Internet of Things, media fragmentation will continue to
exist, but the factors driving marketing have not changed, that is -- innovative
data technologies and content. Data,
artificial intelligence and content are the three most important forces behind
the growth of each company."
