SHANGHAI, CHINA — KAWO, the main social media administration platform in China, has launched its 2024 B2B Social Media Marketing Research Report. Based on a survey of fifty worldwide business-to-business (B2B) multinational companies (MNCs) in China throughout 20 totally different industries, the report delves into using social media by worldwide B2B MNCs in China and its function in the B2B marketing panorama.Social media stood out as the highest marketing channel amongst respondents, with most doubling down and planning to take a position extra in their social media efforts. The report discovered that 94% of worldwide B2B MNCs in China recognized social media as one among their main marketing channels, with 70% planning to extend their social media marketing funds in 2024. In comparability, offline occasions (86%) and paid search (66%) have been recognized as one among their main marketing channels. Still, solely 38% deliberate to extend their marketing funds for paid search – the following high choice, whereas 44% indicated plans to cut back the funds on show adverts.When using social media for B2B marketing, 42% indicated that enhancing model consciousness was their major goal, and 34% selected to generate leads. 88% indicated impressions, views, and reads as one of many social media metrics they use, adopted by the leads it generates (80%). Notably, solely 18% would make the most of gross sales income as a metric for social media actions. Even as many hope to transform leads into gross sales by way of social media marketing, the dearth of an appropriate income contribution mannequin prevents them from mapping out the shopper journey and confidently attributing gross sales in direction of social media.“As extra worldwide B2B MNCs look to enter or develop their enterprise in China’s native market, the nation’s distinctive social media panorama will be difficult to navigate,” stated Alex Li, Chief Executive Officer at KAWO. “Our newest report has proven that many entrepreneurs need assistance and sources to make sure their social media efforts align with enterprise targets and targets. Social media administration platforms, like KAWO, will help entrepreneurs enhance efficiencies, streamline collaboration with their worldwide counterparts, and permit them to make data-driven choices seamlessly.”Amongst all social media platforms in China, WeChat stood out on the high, far forward of its rivals. 100% of the companies surveyed had WeChat Official Accounts, 76% have been on WeChat channels, and 80% believed that WeChat could be the most effective platform to realize their enterprise targets and targets in the following three years. While trailing behind, standard shopper platforms have additionally been adopted by B2B firms, with 40% indicating that they have been on Douyin. Still, solely 4% believed that it could be the most effective platform for them in the following three years.“With the most important person base in China, it’s no shock that WeChat is the most well-liked social media platform for B2B marketing. It has developed right into a pivotal marketing platform in China not only for B2C but in addition for B2B companies which have built-in it into their each day enterprise operations. WeChat’s performance, equivalent to its mini-programs, have been discovered helpful by B2B entrepreneurs to facilitate skilled interactions for his or her branding and promotional wants, from managing gross sales funnels for lead acquisitions, offering on-line session companies, occasion administration, and extra,” defined Alex.In China’s distinctive social media panorama, with its multitude of social media platforms that differ from different worldwide markets, a substantial period of time was discovered to be spent on reporting social media information to their headquarters based mostly exterior of China. 90% of respondents stated they spend one to a few hours weekly reporting and syncing with their overseas-based colleagues. To help with this laborious job, 88% agreed {that a} bilingual social media administration platform would assist them collaborate higher with their abroad colleagues.Recognizing that high quality content material is the muse for efficient social media marketing, B2B entrepreneurs have recognized producing partaking content material (66%) and growing content material that generates leads (66%) as their high challenges in 2024. Additionally, looking for to faucet into the rise of social search in China, 60% recognized connecting with their goal market as a problem.When performing social media analytics, the highest challenges have been the dearth of time (27%) and the lack of awareness (26%). Over 90% surveyed indicated they wish to undertake a instrument for social media marketing. This contains assist with planning, scheduling, execution, approval processes, publishing, and information integration and evaluation.The majority seen Artificial Intelligence (AI) positively, with 78% indicating that they might use AI for his or her B2B actions on social media, with greater than 50% already utilizing it to edit footage, texts and movies, and content material ideation. In the long run, 70% would really like AI to assist with content material ideation – one of many high challenges recognized in the report; and 58% would really like AI to assist produce reviews, analyze information, and supply insights.KAWO’s 2024 B2B Social Media Marketing Research Report seeks to offer B2B marketing professionals with insights and steering on efficient social media marketing methods in China. For extra info and insights, you may entry the report right here.
https://www.adobomagazine.com/perception/kawo-b2b-social-media-marketing-report-china-2024/
