google.cn

The ‘missing manual’ of search marketing in China: part two

Statistics published by CNNIC in June 2012 say that there are 538m internet users in mainland China. Among them, 428m use search engines, 273m take part in microblogs (Weibo), and 209m shop online.

Search, apparently, tops the list of most popular online activities in China, just as it does in Western countries.

What about social media in China though? Do search engines pick up the social signals as well? And how can marketers learn from that?

In this article, I will show you the answers together with all the examples that support them.

Google’s China trainwreck continues

When Google first threatened to exit China over concerns about the government’s censorship stance and involvement in a hacking incident, I called Google’s move a “calculated business decision” while at the same time questioning just how calculated it really was.

And when Google decided to run a Chinese language search engine from Hong Kong, I noted that Google was clearly “to have its cake and eat it too“, albeit with little chance of success.