Why Read This
Chinese consumers are eagerly embracing new media channels such as social and mobile more and more in their daily lives. To effectively reach and engage with them, marketers have to manage and coordinate more marketing channels than ever before. Chinese marketers deal with a unique challenge as they face a highly fragmented media and Chinese consumers' bottomless omniplatform appetite for media content. Forrester's data-driven RaDaR methodology can help marketers make better marketing planning decisions and make sense of the fragmenting media landscape. This report illustrates how the RaDaR framework can help marketers successfully prioritize resources across their entire marketing mix in China.