‘2023 China Digital Marketing Trend Report’ predicts an increase of 27% in China’s digital marketing expenses in 2024.
In 2024, digital marketing in China will grow at a similar rate as marketing investment, which will rise at a slower rate than it did in 2024 by 22% but will still continue to grow at a high rate.
Despite lower marketing budgets, emerging brands invest a higher proportion of their marketing budgets in marketing than mature brands. Ads with high budgets are more likely to be focused on brand goals, particularly in building brand image and maintaining customer relationships.
E-commerce, social networking, and short videos
- With 79%, 77%, and 57% of advertisers, short videos and social media will receive the most attention of the different types of resources on the internet in the future.
- Live broadcasts and search were also less popular than last year to varying degrees when compared with last year.
- Clearly, KOL advertisements and short videos that can bring goods are among the top echelons, as advertisers place 70% more KOL ads and 69% more short videos.
- More than half of advertisers are increasing their investments in performance and information flow advertising.
AI Creative Advertising & Digital Transformation
- There is strong agreement among 64% of advertisers that digital transformation has a great deal of impact on marketing, and AI advertising creativity has a greater impact on marketing than traditional marketing.
- In general, digital transformation is recognized as an important aspect of marketing.
- Digital applications in different marketing fields are relatively high, but only between 30 and 40% of the time, according to the report.
- In China, there is a great deal of room for digital marketing, as more sections are under development.
- In terms of e-commerce, private domain traffic, short videos, and live broadcasts have the highest proportions through the application of marketing concepts.
- With 65% of all applications, content classification technology is the most widely used marketing technology today.
- For the next two years, we need to focus on AI advertising creativity, offline advertising programmatic placement, content intelligent distribution, and recommendation applications.
There is an increase in social media usage
- Chinese social marketing is predicted to grow by 18% in 2023, according to the report. A company’s social marketing investment is expected to increase 76% in mature brands and 79% in emerging brands.
- A company’s social marketing investment will increase more aggressively by 35% in emerging brands.
- The focus of advertisers’ social marketing in 2023 will remain on KOLs and short videos.
- Furthermore, almost 60% of advertisers said they will be focusing on operating official social accounts, followed by operating private domains and community operations.
- Based on the data from 2019 and now, it can be concluded that short videos and KOLs are still attracting attention.
- As compared to 2022, KOL marketing is expected to gain popularity in 2023.