Marketing leaders in China are looking at the largest and fast-growing digital market in the world and face more challenges in digital marketing than ever. As a result, they need more and more help from their digital agency partners. My new report, Overcome Top Digital Challenges In 2015: Choosing The Right Digital Agency In China helps them to do so.
In China, digital disruption is affecting nearly all industries, including telecommunications (WeChat); transportation and travel (Didi Dache, Kuaidi Dache); and banking and financial services (WeChat Payment, Alipay Wallet). In this digital era, marketers in China face opportunities and challenges in digital marketing:
- Opportunities: fast-growing digital marketing budgets and more digital marketing duties. More than three-quarters of the marketers responding to Forrester’s Q1 2015 China Digital Marketing Online Survey indicated that they will increase their digital marketing budget in 2015. Also, they are increasingly expanding their digital marketing duties into newer areas such as social and mobile marketing, customer relationship management (CRM), and eCommerce.
- Challenges: meeting increased pressure to deliver business outcomes. Marketing leaders are bearing more responsibility for business outcomes. As a result, they face the challenge of measuring the results of digital marketing efforts and achieving positive ROI. Marketers are increasingly concerned with the effectiveness of their digital marketing spending and are striving for better strategies, tactics, and targeting.
Digital agencies have become key strategic partners for many marketing leaders in China. Ninety percent of marketers who use digital agencies believe that the partnership is important to their overall success. However, there are gaps between marketers’ expectations and agencies’ offerings. To understand where these gaps are and how to narrow them to build a strategic collaboration with your agency partners, read the full report.