Totem：2024年中国市场营销及媒体环境报告（英文版）（28页）.pdf

1、2024CHINAS MEDIA&MARKETING ENVIRONMENTMINI-REPORT#4CHINAS MEDIA ENVIRONMENTANALYSIS OF THE OVERALL LANDSCAPE,PLATFORMS,MODES OF MARKETING AND APPROACH TO CRM.Digital advertising in the US is a component of a much larger advertising system.Digital plays a limited role as tactical,bottom-of-funnel too

2、l,while traditional ads account for the bulk of the brand-level,top-down advertising.Digital is the“dessert in the US,where in China,it is the main course”(*)80%+of all advertising in China is digital and so,digital advertising in China is full-funnel.It is tasked with producing both brand and sales

3、 effects.While PPC,SEO and funnels characterize the US digital marketing landscape,in China,the prevailing tactics are centered around rallying audience groups to purchase,through the use of influencers/KOLs,livestreaming and private traffic.These social commerce tactics are used to build social con

4、sensus-at-scale,and a word-of-mouth flywheel.Livestream selling is a blunt example for how Chinas foundational tactics,combine social awareness and influence with a purchase.ADVERTISING IN CHINA(*)Adapted from Jack Ma quoteDIGITAL DOMINATES AD SPEND IN CHINAAD SPEND BY MEDIA(BILLIONS USD)FROM 2021-2

5、025DIGITAL CONTINUES TO EAT UP AN EVER-LARGER SHARE OF MARKETING SPEND IN CHINA.INDUSTRY STATS PUT DIGITALS SHARE OF MARKETING AT 80-90%.AD INVESTMENTS ARE ALSO MOBILE-CENTRIC(ACCOUNTING FOR A 75%OF SHARE OF ALL DIGITAL BUDGETS).Source:eMarketer 2022BILLIONS(USD)Advertising in China is a reflection

6、of its media environment,where traditional media were eaten up by digital before they had an opportunity to mature.So,now,advertising in China IS DIGITAL advertising.Digital sits at the center of all advertising planning.And,the strategies,concepts about how advertising works are informed by digital