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China prefers SMS to communicate with customers

Anuradha Shukla | July 31, 2013
Smartphone users offer opportunities for mobile marketers.

Twenty-nine percent of Chinese companies said SMS is the most important method of communicating with customers, according to a newly released survey by Experian.

The country is expected to have 500 million mobiles in use by the end of 2013 giving marketers an opportunity to tap this market.

A survey of more than 300 marketers across a range of business-to-business (B2B) and business-to-consumer (B2C) industry sectors shows that 36 percent of China’s marketers have tested mobile marketing.

Sixteen percent of those surveyed have already incorporated mobile as their regular marketing channel. 

“Mobile marketing is now bringing ample opportunities for Chinese businesses of all sizes to engage with their vast consumer base more effectively,” said Chris Yao, managing director of Experian Greater China. “Local brands today understand the power of tools like SMS and are already using that to great advantage.” 

World’s largest smartphone market

China is the world’s largest smartphone market today and 92 percent of the marketers agree that mobile is set to be one of the most popular ways for consumers in the nation to engage with brands.

Sixteen percent of the respondents have implemented a successful mobile campaign and have made it a regular marketing channel. Twenty percent have implemented one mobile or SMS campaign to test its viability; and 31 percent have or are currently developing a mobile strategy.

Eighty-four percent of company respondents expect that sales through mobile devices will increase significantly in 2014. 

Despite the opportunities presented by the China market, marketers have to overcome obstacles such as lack of multi-channel strategies, in-house resources and adequate corporate support.

Experian expects these challenges to slowly fade away with an increase in sales from mobile tactics. 


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