Digital marketing to be major growth point in post-pandemic era

Companies in China will increase their marketing spending in the post-pandemic era, with digital marketing being the major growth point, a report issued on Tuesday said.

According to a report co-released by the Miaozhen Academy of Marketing Science, Global Digital Marketing Summit and Media 360, the average growth rate of companies' overall spending on marketing, including traditional and digital marketing, will reach 17 percent in 2021, up from 8 percent in 2020.

Tan Beiping, head of the academy, said many global companies are betting on their business in China to generate revenue, and increased their spending on marketing as China is leading the world's economic recovery in the post-pandemic era. He added that many Chinese companies that had relied on exports have switched their business focus to the domestic market and raised their marketing spending accordingly.

Meanwhile, businesses in emerging industries, such as online education, also have increased spending on marketing. And booming industries, like short-video and live-streaming e-commerce, have urged some companies to change business models from expanding sales channels to increasing investment in digital marketing.

The report revealed the average growth rate of companies' overall spending on digital marketing will reach 20 percent in 2021, up from 16 percent in 2020. The report said mobile devices remained a top choice of investment in terms of marketing channels for advertisers. About 67 percent of advertisers said they will increase investment in marketing on mobile devices, and 25 percent of advertisers will raise spending in marketing on personal computers.

According to the report, about 78 percent and 75 percent of advertisers are willing to increase spending in marketing integrated in short videos and social media platforms, respectively. Over half of advertisers are willing to increase marketing spending on e-commerce and live-streaming.