Mobile Marketing Is Lagging Behind In China

Despite being the largest smartphone market, mobile marketing in China is lagging behind compared to other countries, according to a new report issued by Forrester Research, Inc.

Fast adoption of smartphones is changing the daily life of Chinese consumers. About 83% of metro online Chinese consumers use mobile phones, with 88% of these phones being smartphones.

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, says the report.

Although 36% of marketers in China have tested mobile strategies, only 16% have incorporated mobile as a consistent marketing channel.

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 Wang Xiaofeng.

"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," he adds.

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