Brief: Localize Your Contextual Marketing Approach To China

Chinese companies understand the importance of winning the business of digital customers who not only have increased buying power but also use multiple devices that can access the Internet anywhere at almost any time. Forrester calls these hyperconnected people "always-addressable customers" and has designed a global approach to contextual marketing to win, serve, and retain these individuals. Customer insights (CI) professionals must localize their approaches to contextual marketing in China due to the unique characteristics of the country's digital consumers. This report will explain how CI pros and digital marketers can augment their global approaches with local insight and understanding to capture and process proper contextual interactions and successfully build a contextual marketing engine in China.