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When considering marketing strategies for author and journal submission marketing, it’s increasingly important to consider how to reach researchers in China. This is a guest post by Gin Li, China Digital Marketing Consultant. Gin recently gave an inspiring presentation to delegates at the 2023 ALPSP Conference. We asked her to share her experiences on the digital marketing landscape in China, and what this means for scholarly publishing marketing strategies.
Understanding the digital marketing landscape in China involves exploring the distinctive nuances and divergences within its ecosystem. This landscape is shaped by the presence of the Great Firewall, which has created a dynamic and isolated digital environment within the country. With a plethora of platforms, service providers, and constantly evolving trends, marketers must stay informed and adaptable to the rapidly changing terrain.
To dive deeper into this landscape and what it means for the academic market, we can explore traffic sources for an example journal. Figure 1 depicts the 2022 traffic sources for Journal “A,” showcasing global and China-specific views. There are substantial disparities: while global traffic heavily relies on search, in China, a diverse array of channels contributes over 50% of the traffic. For search specifically, unlike the global scenario where Google dominates, China’s search traffic is divided among five platforms: Google, Baidu, 360, Bing, and Sogou, with related platforms like Baidu Scholar and Google Scholar.
Figure 1: Traffic Sources for Journal A: Global vs. China
This example helps to showcase the complexity of the Chinese digital market, and demonstrates why a multi-channel marketing strategy is pivotal to maximising a journal’s presence in China. Understanding your journal’s author journey is fundamental in tailoring marketing campaigns that address authors’ specific needs at each stage.
Marketing to each stage of the author journey
It’s important to develop a channel mix that is tailored to suit the nuances of the author journey. Tools like Google Analytics can help measure the effectiveness of campaigns at each stage: from awareness, to consideration, to decision, and retention. Figure 2 provides further analysis from an example journal. Some channels excel in creating awareness, while others are more effective at influencing decision-making stages.
Figure 2: China Marketing Channels A/C/D goal proportion
Figure 3 Best Practice: Channels Mapping Across Author Journey
Using this information, it’s possible to map a more optimal use of campaigns at each stage of the author journey. Figure 3 shows specific channels, represented by individual tabs, color-coded to denote their channel type (social media, search platforms, or third-party media). The length of each tab signifies the frequency of campaigns deployed on that particular channel. This length variation is influenced by factors such as the channel’s advertising capacity and the ease of launching campaigns. This deliberate mapping ensures that our campaigns are optimally planned for each stage, maximizing their impact on an author’s progression throughout their journey.
Developing a community on WeChat
Among all channels, WeChat emerges as a standout platform due to its versatility and its usefulness at each stage of the author journey. However, as the platform focuses on keeping traffic within its ecosystem, leveraging WeChat necessitates a platform-specific strategy. Instead of directing traffic to external sites, establishing an author community within WeChat offers a more effective and sustainable strategy. Using advanced features within WeChat can help to create a loyal and engaged author community.
Advanced features within WeChat:
Figure 4 illustrates an example of nurturing an Author Community on Wechat.
This strategy integrates various WeChat features and functionalities to attract, engage, and retain a dedicated community of authors, enhancing their overall experience and fostering a sense of loyalty.
Figure 5: Nurturing an Author Community on Wechat
By fostering an author community within the WeChat ecosystem, journals can tap into a highly engaged and exclusive audience. This approach not only expands the reach to the right audience but also enhances the credibility of a journal brand and encourages greater participation from targeted authors.
Getting started with your China marketing strategy
In conclusion, navigating the digital marketing landscape in China requires a nuanced understanding of the author journey, leveraging a multi-channel strategy, and harnessing the unique WeChat ecosystem to build and sustain an engaged author community. This tailored approach enables journals to establish a significant presence and credibility within the diverse and complex Chinese market.
Questions about your China marketing strategy? Get in touch with one of the TBI team.
About Gin: With 16 years in academic publishing, Gin Li, has a track record of success in building robust regional digital marketing for scientific researchers. Her expertise spans from shaping Elseviermed.cn at Elsevier to leading China-focused marketing strategies at Springer Nature, emphasizing open access initiatives. Passionate about digital marketing transformation, she combines cutting-edge techniques with market strategies, leveraging data analysis to optimize user experience.
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