Adweek Wire – With 1.4 billion digital-first consumers, China’s mobile-savvy population has often signaled the future direction of global digital, social, and e-commerce marketing. However, pandemic-related restrictions in the past year have led to the emergence of a new Chinese consumer psychology that is challenging global marketers looking to restart engaging consumers in the region.
Using proprietary market research tools, independent marketing consultancy R3 has identified 14 key trends that defined China’s content and experiential marketing in 2022. ‘Content Radar’ also provides practical insights for brands looking to reignite marketing efforts in China and outlines best practice for driving ROI in content, social, and influencer investment in 2023.
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