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Marketing in China Insights

Michael Golden

Recent Posts

How to know when your international marketing strategy needs help…

Posted by Michael Golden on Mar 24, 2017 11:24:46 AM

Sometimes we need some help. A lifeline. A friendly hand to get us over the fence that is localization and local market penetration strategy. Other times, we just want to have a fresh take on the industry, and to find a new approach.

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Topics: international marketing, China Marketing

B2B Marketing Class: Video Storytelling

Posted by Michael Golden on Jan 13, 2017 1:56:09 PM

Video is obviously one of the most important mediums used in marketing today – and B2B marketing is starting to follow in stride. Here in China it still seems to lag behind with the majority of companies focusing more on traditional corporate video formats. We’ve compiled a few tips and examples to help you get your head in the video storytelling space.


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Topics: b2b marketing, video marketing

Finding your target audience in China - Don't go at it blindfolded

Posted by Michael Golden on Dec 16, 2016 11:00:00 AM

Marketing in China doesn't have to be a stab in the dark, yet many marketing departments become overwhelmed quickly, and as a result, their message falls flat on the wrong audience. Persona mapping is an integral part of marketing in China, and there are several key questions about your target audience that you'll want to answer before moving forward. 



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Topics: b2b marketing, persona mapping, China Marketing

China marketing and promotion through WeChat Key Opinion Leaders – the platform, and the law, is not on your side

Posted by Michael Golden on Sep 9, 2016 3:39:23 PM


In China, brands are constantly trying to promote their content, and what better way to reach millions of users than through Wechat? However, the laws surrounding the way you promote your products and services are becoming tighter. Make sure you are using your Wechat account correctly.

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Topics: WeChat

Marketing in China: 10 Tips to Succeed in Exhibitions

Posted by Michael Golden on Jun 6, 2016 10:56:54 AM

I found myself wandering around SIAL just recently – the massive food and beverage exhibition fair on the Pudong side of the river in Shanghai. In case you don’t know: 66,000 visitors and 2,900 exhibitors – the words overwhelming only begin to describe it. 

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Topics: B2B, exhibition

China B2B Marketing Challenges…start with us Marketers

Posted by Michael Golden on May 16, 2016 11:00:00 PM

Readers of our blog (thanks!) know that I like to go back to the marketing basics and look at what the actual customer journey is for the brand or product, and how the channel and content will help move the customer along the journey for that touchpoint. Some more about customer journeys here. This is where any marketing professionals should start their campaign – before looking at implementation. Even when marketing in China, these fundamentals become even more vital. 

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Topics: b2b marketing

The B2B Customer Journey in China

Posted by Michael Golden on Feb 15, 2016 1:59:14 PM

In consumer marketing we often talk about “touchpoints” and the purchasing decision. In China especially, the online touchpoints have become invaluable during the purchase journey – a good deal of product and category searches take place within the e-commerce platforms. Tmall, Taobao and Jingdong with the most searches, almost becoming de facto search engines for many hungry consumers. Chinese social media networks, such as WeChat, are also playing a valuable role as touchpoints for savvy Chinese consumers.

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Topics: B2B

International B2B Marketing Conference 2015

Posted by Michael Golden on Nov 12, 2015 10:33:29 AM

I had the wonderful opportunity to visit Tel Aviv and speak at a conference titled Global Marketing Challenges for B2B Companies, organized by Oz Branding and our agency network, E3. While I spoke about China Marketing, and Successes and Failures in China Marketing, the other speakers were especially excellent:

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Topics: b2b marketing, e3

Public Relations in China: 2015 trends

Posted by Michael Golden on Sep 24, 2015 11:14:52 AM

Over the past 13 years I have witnessed, and been part of, hundreds of China PR campaigns, activations, events, press conferences, interviews and other activities. So the following is based on real experience.

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Topics: china, advertising

China’s advertising laws and what it means for China marketing

Posted by Michael Golden on Aug 5, 2015 7:58:52 AM

China’s advertising laws continue to become stricter – while this may scare some marketers, in reality it is helping level the playing field and protect consumers. New laws on the table will protect children and reduce false advertising. This is especially evident in consumer goods, pharmaceuticals, education, financial services, food ingredient and related industries. What are some of the laws and how will they affect China marketing for these industries?

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Topics: advertising, law

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WeChat B2B guide



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