Why Read This
The opportunity for interactive marketing professionals to reach and win Chinese consumers via digital channels is enormous. But the threat of failure looms just as large for brands with a shallow understanding of Chinese consumer behavior, cultural expectations, and digital platforms. And hiring an agency won't help unless you evaluate and select it correctly. How? By carefully vetting potential partners across four key criteria and balancing your brand objectives with their local knowledge and global scale. This report provides an overview of interactive marketing complexities in China, clarifies the different types of agencies that exist in the market, and provides advice for interactive marketers to guide their digital agency partnerships.