Digital Marketing in Automotive - China - March 2018
“30-39-year-olds, instead of young adults, show the highest interest in WeChat moment flow ads, especially those full-size SUV (Sports utility vehicles) and MPV (Multi-purpose vehicle) buyers. Therefore, car ads on this channel could highlight the large inner space, with a family theme to attract more attention.
Zhihu is now paid more attention to than WeChat and Weibo, especially by 20-29-year-olds. It is critical for car companies to build a credible brand image on such a platform in order to compete against independent car reviews. Using the language of the audience and making use of the comment board are the core tactics.”
– Aaron Guo, Associate Director of Research
This Report looks at the following areas:
- Should car ad themes differentiate across social media platforms?
- How to compete against buzz-generating tendentious car reviews?
- How to engage young car buyers in a social polite manner?
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