The Internet is quickly replacing traditional media as brands and companies seek to connect with their consumers in new and different ways. International platforms, including Google that offer a cut and paste version of their American or European sites simply fail and often get banned. In China local Internet companies rule the digital space, and the numbers are staggering.

Currently, China is home to over 800 million mobile phone users and over 440 million Internet users, including 277 million mobile Internet users, of which 33 percent access the world wide web only through their cell phones (Source: Analysis International, July 2010) and 92% engage in social media. The Internet has become the most influential medium in China, outpacing all other countries, according to the Digital Influence Index 2010. The Internet has become the most influential medium in China, outpacing all other countries, according to the Digital Influence Index 2010 (Hilliard-Fleischman & Harris Interactive).

The power of the Internet in China has never been stronger and the potential for international travel and tourism companies to increase brand awareness and generate demand has not even begun to be realized. According to the Nielsen Outbound Travel Report 2009, Chinese consumers use the Internet as a research tool, more than any other medium, and e-commerce, while still small, is growing rapidly for travel purchases.

Dragon Trail offers customized online marketing services targeting Chinese markets focusing on mainland China. Digital communications strategy is a collaborative effort across media, social marketing and creative solutions, all grounded in customer insights. We apply those insights when developing a digital marketing plan that will engage the target audience with the right messaging at the most relevant moments, incorporating relevant forms of digital media, from paid media placements to social media like Digital Word of Mouth. We find where consumers live online, and then find the best ways to speak to them. We’ve created strategies to reach a wide range of target audiences utilizing a variety of tactics from high impact media placements to broad reach vehicles, social media integration and hyper-targeted performance media.