Agency's Guide to China Digital Marketing Offering

incitez
Agency’s Guide to
China Digital Marketing Offerings
v1, June 2013

Find out what you can do to expand your digital
marketing oﬀering into Chinese market

CONTENT LEVEL: Introductory

Your Digital Partner
for Chinese Market
incitez.com

incitez

Copyright © 2013 All rights reserved

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About Incitez /in-ˈsītiz/
•  Founded in 2010 focusing on digital
strategy with offices in Singapore and
China
•  We deliver results for international
brands and agencies in Southeast Asia
and China
•  Industry expertise:
–  Travel, B2B, Education, Finance (banking
& forex trading)

•  Primary offerings:
–  Digital strategy consultancy for Chinese
and Southeast Asia markets
–  Inbound marketing strategy and services
–  Digital assets development
–  Digital marketing campaign development

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Agency’s Guide to China Digital Marketing Offerings

TABLE OF CONTENTS
• 
• 
• 
• 

China search marketing
China social media
Digital assets in China
Other services

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CHAPATER 1
China Search Marketing

According to Chinese research company EnfoDesk, Baidu
had 66.91% China search engine market share in the first
quarter of 2013 by user visits, followed by 360 with
13.42% and Sogou,owned by Sohu.com Inc
(NASDAQ:SOHU) with 9.32%.
Google ranked 4th in Chinese market, closely followed by
Soso (owned by Tencent).
As in the rest of the world, search engine marketing
including SEO and PPC, is very effective generating leads
and online sales.
SEO takes time while PPC delivers quicker results. Paid
search (PPC) tactics like AdWords can also be deployed on
Baidu, 360 search, Sogou and Soso in China.

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For search engine optimization (SEO) services, agencies
can offer custom packages covering from on-site SEO to
off-site SEO optimization services.
However some clients may not be ready to spend big
bucks on SEO, in which case you could recommend
content creation, SEO copywriting and link
building services to build up organic search traffic as
quick as possible.
For clients launching a new or revamped website, an
SEO site audit will be very valuable to help them
identify areas for improvement to get more pages
indexed and ranked on the first page.
To get quick results, PPC is more helpful. In China,
agencies can still target Chinese internet users with
Google AdWords. However, to reach mass audience,
Baidu is the top option. 360 Search, Sogou/Soso are
also quite helpful reaching lower tier cities; for clients
with lower budget, agencies get help them deliver
results on these two search engines.

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Incitez also works with agencies
to expand their online marketing
offerings in Chinese market.
Visit Incitez China online
marketing blog CIW for more
search engine trends and
insights:
http://CIW.me/11W8nhD

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CHAPATER 2
China Social Media

“The most popular social media marketing channels in the
world are Facebook and Twitter. As they are not accessible
in mainland China, it’s intuitive to find out the equivalent of
those two.
Talking about Facebook, Renren will easily come to many
marketers’ mind. Agencies can help brands set up Renren
Page building an online community. Unfortunately, Renren’s
open platform is not as powerful as Facebook and there is
very limited things you can do on a Renren Page.
Renren social ads platform is similar to Facebook ads and
based on CPC auction model with the minimum required
bid of one yuan (about 16 USD cents). Demographic
targeting is available as well.

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Weibo Marketing
•  Weibo account set-up and
verification
–  Free if you have other Weibo
service contract with us

•  Weibo strategy
–  Free if you have other Weibo
service contract with us

•  Weibo account
management /
maintenance
•  Weibo campaign fan
growth & engagement
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Weibo Management services
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 

Account set-up & official verification: a Weibo enterprise
account will be set up and verified
Account design & optimization: design will be provided
with account optimization for exposure on Weibo
platform
Weibo strategy: essential for guiding businesses’
directions on Weibo
Content strategy: to guide content creation so that it will
be tailored for target audience and effective for
generating leads or sales
Daily posting & engagement: 1-3 posts will be published
per day with interactions with potential or existing fans
Traffic generation: part of content will be tracked and
published with the objective to drive traffic to
companies’ official website
Leads generation: leads generation focused content
creation and interaction
Monitoring: Weibo conversation will be tracked, analyzed
and reported for topics on brands, product/industry
categories and competitions
Engagement campaign: for growing fan base and
increasing engagement with target audience on Weibo
Custom landing page: created for higher conversions
New offer implementation: new offer recommendation
for leads and sales generation

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Weibo Management service
Packages
Services

BASIC

PRO

Enterprise

Account set-up & official
verification

✔

✔

✔

Account design &
optimization

✔

✔

Custom

Weibo strategy

✗

✔

With
integration

Content strategy

✔

✔

✔

Daily posting &
engagement

✔

✔

✔

Traffic generation

✔

✔

✔

Leads generation

✗

✔

✔

Monitoring

✗

1-3
keywords

5 keywords
(real time)

Engagement campaign

✗

✔

✔

Custom landing page

✗

1-3 per
quarter

1-3 per
month

New offer implementation

✗

1-2 per
quarter

1 per month

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The largest social network in China is Qzone,
created by Tencent in 2005. According to Tencent,
Qzone has over 600 million users.
QZone allows users to write blogs, keep diaries, send
photos, and listen to music. Many Qzone users use other
social networks like Renren and Weibo as well but
making the content private to her network of friends
only.
Agencies could create Qzone account with high quality
target content for clients being either guides, photos, or
apps.

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The most popular social network in China is microblogging platform Weibo.com, created by Sina.
According to Sina, Weibo has about 536 million registered
users, over 38 million of which are actively accessing the
platform via mobile devices.
Setting up a Weibo account and maintaining it with
quality target content and engagement campaigns to grow
and engage fan base are the first thing agencies can do for
advertisers. The monthly fee for such services costs from a
few hundred US dollars to over ten thousands in China.
Weibo also allows promoted posts, display banner
advertising as well, which agencies could utilize.
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Q&A sites, like Yahoo Answers, Wiki-style websites,
blogs, local forums and BBS are also important social
media channels agencies could help advertisers utilize.
Visit CIW for more social media trends and insights:
http://ciw.me/12UKb2B

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CHAPATER 3
Building Digital Assets in China
There are more users accessing internet from mobile
devices than those from desktop computers and laptops in
China. Creating localized Chinese websites with fully
responsive design will enable brands to reach more
audience.
Ideally, websites hosted in mainland China will have
better loading speed, delivering better experience to China
internet users. If neither the client or the agency has a
local office in China, you can get help from Incitez as a
local business entity is required for domain registration
and web hosting in China.
Creating other digital assets like mobile apps and e-Books
can also help agencies add value to the clients.

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CHAPATER 4
Other Services
Agencies can also consider the following opportunities
when expanding service offerings in the Chinese market:
– 
– 
– 
– 
– 
– 
– 
– 

incitez

Digital strategy development
Digital PR
Online display banner advertising
Online video advertising
Designing and conducting online survey/research
Copywriting
E-commerce
Translation services


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Next Steps
Be An Incitez Agency Partner
Agencies without any presence in China or the expertise
can join Incitez Agency Partner (IAP) program. IAP
extends agencies’ offerings by equipping them with China
digital marketing capabilities.
To apply for ICP program or get service rate card for
Chinese markets for evaluation, you can contact us here:
http://ciw.me/14msLYq

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incitez.com/china

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Agency's Guide to China Digital Marketing Offering

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