Ad­ver­tis­ers em­brace cy­ber mar­ket­ing

China Daily (Latin America Weekly) - - Busness - By LIU YUKUN li­[email protected]­nadaily.com.cn

Mo­bile mar­ket­ing is turn­ing out to be a top pri­or­ity for ad­ver­tis­ers in China and will drive up to 80 per­cent of all dig­i­tal ad­ver­tis­ing spend by 2019, re­cent re­ports said.

The mar­ket size is ex­pected to reach nearly 500 bil­lion yuan ($72.6 bil­lion) by the end of 2019, giv­ing China a key role in the $200 bil­lion global mar­ket.

“Ad­ver­tis­ers have cer­tainly no­ticed the in­creas­ing phone pen­e­tra­tion in Chi­nese peo­ple’s ev­ery­day life and want to make full use of it. En­hanced ef­fi­ciency of mar­ket­ing tech­nolo­gies like ‘en­ter­prise mar­ket­ing soft­ware suites’ and ‘data man­age­ment plat­form’ makes them more con­fi­dent of tar­get­ing au­di­ences’ needs and pref­er­ences,” said Wil­son Chen, COO of mar­ket­ing data tech­nol­ogy com­pany AdMaster.

This year, mo­bile in­ter­net users in China have grown to over 753 mil­lion, with peo­ple ac­cess­ing the in­ter­net through hand-held de­vices ev­ery­where, al­most round the clock.

Con­sumer be­hav­ior cer­tainly has a strong in­flu­ence on con­tent cre­ators, app de­vel­op­ers, hard­ware mak­ers, and ser­vice providers, Chen said.

The year wit­nessed the rise of so­cial me­dia plat­forms and video plat­forms, which in­creased the av­enues avail­able for dig­i­tal ad­ver­tis­ers.

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