Spending on digital marketing now accounts for a staggering 42.6% of the average marketing budget in China, up from 25.4% just two years ago. The shares of the marketing budget taken up by below-the-line (BTL) and above-the-line (ATL) spending have both decreased, now sitting at 29.5% and 27.8% respectively, according to a research study conducted by R3 and SCOPEN.
Best-in-class specialist agency model predominates, but nearly 37% of marketers would choose an integrated agency if it met their needs. 89.2% of marketers revealed that they are working with specialized agencies in each discipline, with only 8% of them reporting that they work with integrated agencies.
China is well above the global benchmark for using specialized agencies, with other markets adopting a more integrated approach.
There are several challenges in China preventing marketers from being able to achieve the “ideal” agency model. For example, 10.5% of marketers reported that there are no “ideal” in...
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