But for many SME's or smaller marketers, this is another call on their already stretched resource and precious time.
Martech: the blending of marketing and technology was a buzzword back in 2013, peaking around 2015.
The buzzword may have faded but marketing tech is here to stay, especially in China which is quite possibly currently leading the way in technology.
It would be hard, today, to find a successful business that does not use some form of digital marketing in its 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.
As a marketer you will be familiar with marketing social media Apps such as Facebook, Twitter, Pinterest, Instagram etal. Yet, they barely scratch the surface.
Sadly, while many brands muddle through with local tech, they flounder badly in China where Alibaba is pushing the envelope with aspects like New Retail and Live streaming.
WeChat, the ubiquitous goto tool for brands and consumers in China brings another mix to the pot. It may seem like just another Whatsapp on the surface, in reality it is much more. A very potent, powerful,complete but complex all in one marketing eco system.
Then of course, there is China's Great [Fire] Wall- the censorship machine. Not only are Google, Facebook and Twitter blocked here, but most consumers simply don't bother with them. Why would they when they have a native, home grown version in their Smart phone?
Which leads us nicely into Baidu; the Google-esque browser used by 90% of Chinese web surfers. Based loosely on Google, maybe, but no where near as intuitive or user friendly from a marketing perspective. In fact, many seasoned Chinese CMO's seek professional assistance with Baidu SEO and SEM.
3 ways to use Marketing Technology in China