Multichannel, Multiscreen Internet Usage Dilutes Marketing Efforts in China
A new
Key findings from the report include:
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Marketers In
China Struggle To Handle Multichannel And Multiscreen Marketing
As Chinese consumers increase the time they spend on new channels such as social and mobile, marketers inChina have to face more challenges than ever before to optimize all touchpoints to reach and make an impact on their target audiences, especially when it comes to the new challenge of multichannel and multiscreen orchestration.
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Marketing RaDaR Model Is Generating Better Insights Than "Paid,
Earned, And Owned"
Most marketers inChina have applied a "paid, earned, and owned" model in media planning. However, this describes only the characteristics of media channels rather than customers' relationships with those channels. Marketers need to focus on classifying their marketing plans by how channels support the customer journey.
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Embrace Data To Drive Efficiency In Marketing Mix Planning
The recent explosion in marketing channels gives companies access to more data than ever before, and the data-driven RaDaR model can help marketers increase their efficiency in media planning. Marketers can create their own marketing RaDaR and adjust it based on how fast the target audience and the media landscape change.
For more information on the report, visit
About
© 2014,
Source:
Press:
Forrester Research
Deborah Ng, +65 6426 7016
Public
Relations, Asia Pacific
dng@forrester.com