What Should All Media Marketer Do in Current China Media Landscape?


China as a country with 1.3 billion people moving fast forward into the information age features a big variety of communication channels. Consequently the China media landscape is one of the richest in the world. China media is characterized by a fast transformation from a stiff government owned structure into new business models, from traditional press into new media and innovative forms of news making.

At present, most of the traditional media outlets, such as newspapers, magazines, and news agencies, are government owned and widely scattered. But there is clear trend towards new business models which involve private investors. China’s all-media is becoming much more independent and have the chance to develop much more freely.

Although the World Wide Web was introduced rather late in China, it has become within an incredibly short time one of the major information sources in China. Currently, online platforms, especially for social networking sites, are reshaping Chinese all-media overview and information culture, especially among young generation. Among all social media, Wechat and Weibo are one of most famous. Increasingly the two platforms define topics which will in consequence become headlines for traditional media.

As China media landscape becomes more complicated, the all-media marketer should erinvest in separate multi-channel programs that drive both audience reach and impact. Moreover, all media marketing needs to create compelling content: journalists and consumers alike are looking for good stories, and respond positively to activities that reflect a commitment to improving Chinese society. In addition, the marketer should combine traditional media with social media activities, which can strengthen influence, and the marketing plan should meaningfully incorporate social media touch points into their digital marketing strategies.

Therefore, it is an opportunity to make China all-media marketing, such as Weibo marketing and Wechat marketing if all-media marketer has a deep understanding of the multiple China media overview and dynamics of Chinese consumers.


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