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China: Social, Digital Marketing Spending to Rise Significantly
Source: shanghaidaily.com
Source Date: Wednesday, June 13, 2012
Focus: Institution and HR Management
Country: China
Created: Jun 19, 2012

SPENDING on social and digital media marketing will reach an unprecedented scale among Asia-Pacific enterprises in 2012, according to a research report issued by IPSOS S.A.

The Paris-based multinational market researcher said 80 percent of the companies they've surveyed will increase marketing spending this year, while social media, viral media and online advertising have increasing popularity among marketers.

Companies tend to spend more on social media marketing and viral marketing to increase communication with their customers through websites. Sixty-five percent of the surveyed companies voted for more traffic on social network websites, and 61 percent planned to intensify viral marketing and online advertising.

The report also noted that marketers preferred marketing activities via traditional terrestrial television and radio broadcasts over subscription-based television services. Traditional print media was deemed the least important medium, furthering a trend of rising demand in digital and media advertising and slumping ad demand in newspapers and magazines.

Although IPSOS said social and viral media will be the most effective marketing channels in the next three years, Patrick Rona, president of Tribal DDB Asia-Pacific, a global specialist in interactive marketing, said the survey results are quite revealing.

"We intuitively know that the conclusions reflect the consumer media and channel behavior precisely, but social media, viral media, mobile phone and online advertising are not the effective recipes, because we shall not stick to the rigid agenda of promotional activities and keep pushing messages to the customers. We must remain active and dynamic all the time."
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