China: All Digital, Social & Mobile Stats 2013 (SlideShare)
CMO in China. How would you deal with China’s dazzling numbers? In this story all Digital, Social and Mobile stats 2013 from the massive Chinese market.
The guys at We Are Social put the whole Chinese internet, social and mobile landscape into context. In a stunning way.
They released a truly giant report on SlideShare. See the dazzling numbers in 211 slides:
The Chinese social media scene – with over 600.000.000 users – of course has shown tremendous growth alongside the growing internet penetration. China welcomed 50.9 million new netizens in 2012.
There are now 597.6 million people – out of 1.34 billion in population – active on the nation’s top social network, QZone, which is made by local web giant Tencent.
Having worked in a global social media role at a leading agency, the guys in my APAC team suprised me again and again with the staggering numbers from China, India, Korea or Japan.
A lot of global brands like Unilever and P&G will try to enter or extend heavily in these markets, with China being the top priority for many CMOs.
China is not a very mature advertising market. And talking about social media, not that many CMOs and CEOs are open to the one and only path to successful: Always Listen First.
Having said that, the Chinese market is maturing and the digital, social and mobile space offer marketers the way to enter the market in stealth-mode: a high ROI on brand’s media investements could be realized by using a smarter mix of Paid, Owned and Earned Media (POE) than the average Chinese brand.
Changing the media mix can make a company look like a refreshing, innovative cool Western brand.
But tip of the day; Always Listen First. In any new and existing market.
Social insights will lead you the way, also to your (potential) social hot spots in that market. Next you can work on creating engagement and next to pull consumers gently through your funnel of: trial, preference and advocacy.
What About You?
How do you rate the report? What would be your first moves when you would start as CMO in China next week? I’d love to read your ideas in the comments below.
About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.