SYS-CON MEDIA Authors: Xenia von Wedel, Peter Silva, Glenn Rossman, Ava Smith, Elizabeth White

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Multichannel, Multiscreen Internet Usage Dilutes Marketing Efforts in China

Seventy-eight percent of metropolitan Chinese consumers connect to the Internet at least monthly, often through several digital devices in several physical locations, according to a new report from Forrester Research, Inc. (Nasdaq:FORR). More than half of metropolitan Chinese laptop users access the Internet via their devices while watching TV, the study finds. As media consumption increases across platforms and channels, it's increasingly difficult to create marketing programs that deliver positive business outcomes. The report applies the RaDaR (Reach, Depth and Relationship) framework to China and illustrates how the model can help marketers successfully prioritize resources across their entire marketing mix in China.

Key findings from the report include:

  • 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 in China 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.
  • Marketing RaDaR Model Is Generating Better Insights Than "Paid, Earned, And Owned"
    Most marketers in China 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.
  • 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 Forrester analyst Xiaofeng Wang’s blog post.

About Forrester Research

Forrester Research (Nasdaq:FORR) is a global research and advisory firm serving professionals in 13 key roles across three distinct client segments. Our clients face progressively complex business and technology decisions every day. To help them understand, strategize, and act upon opportunities brought by change, Forrester provides proprietary research, consumer and business data, custom consulting, events and online communities, and peer-to-peer executive programs. We guide leaders in business technology, marketing and strategy, and the technology industry through independent fact-based insight, ensuring their business success today and tomorrow. Visit www.forrester.com.

© 2014, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.

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