Ineffective Communication Channels in Chinese Marketers' Eyes

This podcast episode is based on the article written by Coolio Yang, delves into the surprising ineffectiveness of certain marketing channels in China, challenging common assumptions about what works in this dynamic market.



While email marketing boasts impressive ROI in Western markets, it falls flat in China where WeChat reigns supreme for both personal and business communication. Similarly, SMS marketing, once popular, has been largely replaced by WeChat, with promotional texts now viewed as intrusive.



Banner ads, already struggling globally, face an even tougher battle in China due to widespread "banner blindness" and the dominance of mobile devices. Even Search Engine Marketing (SEM) has lost its edge, as "search" in China increasingly revolves around social media platforms like WeChat, Xiaohongshu, and Douyin, where KOL-driven campaigns and user-generated content hold sway.



The episode explores why these channels still thrive in Western markets, highlighting the influence of ingrained habits, supportive infrastructure, and cultural preferences for direct communication.



For brands aiming to conquer the Chinese market, the key takeaway is to strike a balance between global consistency and localized insights. A thoughtful approach to customization, grounded in a deep understanding of Chinese consumer behaviour, is essential for success.

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