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Digital Marketing in China
This guide aims to inform anyone considering embarking on a digital strategy in China with a series of useful insights on the structure and make-up of Baidu, how to rank on Baidu, insights into content research and marketing in China as well as ongoing cultural considerations to take into account. Given Baidu’s dominance in the Chinese world of search we’re going to be focusing on it rather a lot, and for anyone unfamiliar with China’s Google here a few introductory bullet points:
- Launched in 2000 in Beijing by Robin Li, with the name “Baidu” comes from a Song Dynasty poem in which the term is used to describe “a persistent search for the ideal”.
- Around 80% total share of China’s search engine market, asserting dominance following Google’s exit of the market in 2010
- Handles reportedly over 3.3 billion queries each day
- 36.5% of revenue came from mobile in 2014