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What is China Martech?

SaaS image on computer

This article on Martech in China is another in our simple basic “what is” series written for beginners or novices. It is not an indepth, tech dissertation.
Most, if not all marketers are probably using some form of MarTech.
However, the Chinese 866 work ethic means tech plays a larger part in Chinese lives than maybe it should, or than you expect.

If you are in business today, chances are you are using marketing tech- if not, chances are you may not be in business for too much longer.

  • Grow your o2o [online 2 offline] business with China Martech.
  • Reach your consumers where when and how they prefer.
  • Build a strong brand awareness and loyal followers
  • Don’t force your visitors to struggle to understand your webs site. Simple tasks: forms, shopping, should be simple.
  • China is not one huge billion consumer market. Make sure your website is visible to the niche market you are targeting.

China Marketing Technology

Using MarTech in China

Of course China Martech or Marketing Technology is the same as MarTech everywhere. However, maybe we should allow for the fact that MarTech or Marketing Technology in China is possibly a little further advanced to what you maybe used to back in the rest of the world.

Times have changed- marketing has changed. China has Changed.

woman wearing AR /VR gear
woman wearing AR /VR gear
Asian consumer carrying shopping bags
Asian consumer carrying shopping bags

A blend of marketing and technology, buzzword 2013, peaking around 2015. The buzzword may have faded but marketing tech is here to stay, especially in China.It would be hard, today, to find a successful business that does not use some form of tech in its digital marketing mix.

Technology pervades almost every part of our lives, even the humble WC is now flush with tech. Almost every marketer today is dealing with MarTech, since digital by its very nature is technologically-based.
But for many SME’s or smaller marketers, this is another call on their already stretched resource and precious time.

male using vr game tech
male using vr game tech

Technology and the people in China

Today, 2020, tech is intricately woven into the fabric of Chinese society and life, thanks in no small way to WeChat, that ubiquitous mobile App, core thread of Chinese life.

But, technology is not just a marketing tool in China.

China has many aps similar to those you are familiar with but WeChat, the ubiquitous GOTO tool for brands and consumers in China is Queen.
More than just a very potent, powerful, complete, complex all in one marketing eco system.
Today, China is a very sophisticated, connected society where life is organised and managed on line via mobile.

Technology and Marketing in China

It is imperative to understand for the outset, that tech is not the main driver of marketing in China. [or anywhere] Technology should be seen as a supporting actor to the star

User Engagement.

To underestimate or ignore the Chinese consumers need to be involved with, respected, and closely tied to a brand or product is fatal, as many foreign brands have discovered.

Baidu; the Google-esque browser used by 90% of Chinese web surfers. Based loosely on Google, not as intuitive or user friendly from a marketing perspective. Many seasoned Chinese CMO’s seek professional assistance with Baidu SEO and SEM.

Tech in marketing in China should be used to draw the brand closer to its consumers; such as CRM.

How can Uenager help you use MarTech in China?

Baidu Optimisation – SEM

Baidu may look like Google or Bing, but under the hood it is a different beast. Eg: Baidu still recognises keywords.

When most people think of website optimisation they tend to associate it with SEO. Setting off arm bells. Rightly so.

However, it is important not to confuse the name- which became synonymous with cheats, liars and crooks, with the actual scientific process.

But if we look at it from the perspective of CEO -Customer Experience Optimisation- then it begins to make sense to ensure your website performs at its best. Yes?

Training, Coaching,

Many companies believe they take it seriously, but oft just “pay lip service” by limiting it to their customer support staff.

But, to be successful in China, or anywhere, a brand needs to portray a unified image and message throughout its total consumer interaction.

That means having the entire staff on board, from the cleaning lady to delivery drivers down to the C Suite and CEO- maybe you!
It must be company wide- or not at all.

Talk to Everlyne about a training or update program tailored to your team, your budget, your needs.

Social Media; WeChat, Weibo

Chinese use social media for almost all everyday situations from booking tickets, paying accounts, ride hailing, shopping, travel, entertainment news and relaxation.

Mobile is the GOTO medium of choice, WeChat the current platform of choice.

Social Media could be your main branding, sales CRM and data tool in China. Introduction to WeChat Operation.~

Marketing, like many things in China is in a state of constant flux. It is difficult for in house teams to stay ahead or even up to date. Uengager can help.

Hello, Nihao, I’m Everlyne, I began Uengager as a SaaS MarTech company back in 2017. I am also a key note speaker, lecturer and KOL on MarTech in China.

In 2003 I co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bicyu / Aim2D. I am CEO of both companies, facing customers.

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers, so please, drop me a line below, or give me a call.

Everlyne 于宜杉-Uengager CEO

于宜杉- Everlyne:

Published by The Bic

Bicyu is a NZ registered, British owned MarTech business based in Beijing providing marketing, tech, education and information services to European, NZ, Australian, UK, African, and Asian firms doing business in China. We work with local ones too. We've been here doing this since 2003. We also incorporate Aim2D and Uengager in our small brand list.

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