How different the internet works in China — Marcus Pentzek // Searchmetrics

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Marcus Pentzek

·00:56 : Recap of Day 1 ·Ben recaps day 1 of marketing in China week. Yesterday, Ben and Marcus discussed the differences between the Chinese marketplace and the U.S. marketplace. As a communist country, there are various social and political issues that you should consider before entering the Chinese marketplace. Marcus and Ben discussed how to decide if entering the Chinese marketplace is the right decision for you. ·01:48 : Why is the internet different in China? ·Most of the social media from the rest of the world is different in China as they have their own version of them. While China is a communist country, the markets are free and you can definitely go and run your business there. Ben and Marcus discuss the idea of free speech in China and how this is portrayed on the internet in China. This is a major element that will impact how you run your business in the Chinese marketplace. ·05:03 : How to survive in the Chinese marketplace without breaking the rules ·Ben and Marcus discuss censorship in China. Control is very important to the communist government and this is why most of the worlds social media platforms are ba ed there. This has a lot to do with the control of data. Ben and Marcus talk about communication cha els in China and the chinese marketing cha els. You will have to adapt to marketing and optimization in a different way and using different cha els.

·“I think we all know that China is a communist country and that communist countries had in common in the past that they really are really strict about the rules and what they want to allow their citizens.” ·“Free speech might be limited, but it's still extremely free even in China. So also there might not be, um, a YouTube as we note, uh, in, in the Western countries, there might not be Facebook. There might not be Twitter.” ·“Social media companies from outside of the Chinese market have essentially all been ba ed for the most part. And China has their own social networks, most prominently Tik Tok. And I think that's about the control of data.” ·“... you need to not only enter the market where you sell products, but you also need to enter the conversational market. And this is using their tools at the end of the day...” ·“The social media cha els aren't the same. You can't use Facebook, you can't use Facebook ads. And so you need to start thinking about marketing in a different way, which is what makes search very attractive.”

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