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Digital Marketing in China

I am doing my best to learn about digital and content marketing in China. This is a huge, high-growth market, with a very different digital ecosystem than we have in the U.S. or in Europe. This post will just be the beginnings of what I am learning, and I am wide open to advice on how to learn more about this topic.

The Great Firewall of China changes the game in terms of platforms and tools. Baidu is Google, Weibo is Twitter/Facebook, YouKu is YouTube, and WeChat is texting/SnapChat/ecommerce/banking/etc. Baidu is particularly interesting as paid search techniques are not only welcomed, they actually influence your organic rankings positively, too. Sounds almost like bribery to my narrow, Western mind.

Language will be an issue. Culture must be respected. Any perception of an American company marketing to Chinese (vs. a Chinese arm of a global company) will not be well-received. Partnering with Chinese colleagues is a must.

At last year’s Content Marketing Institute, Pam Didner explained how the social media platforms in China may be different, but human behaviors and desires are the same.

I think I’ve got to launch into this venture with my eyes wide open, and with a great cultural sensitivity. Any resources you would recommend, or warnings you could share with me?

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