“Hosting Chinese marketing content on inaccessible websites is wasted effort and never going to work”
Jonathan Kalies, Head of CRM at eduFair China, summarises the mistakes made by international institutions when marketing in China, with some suggestions added for improvement.
Having worked across a number of professions within international recruitment and education in China, one aspect that intrigues me most is how international institutions market themselves in China.
Understanding the China of today seems to be a key issue here. Though there are some fantastic marketing campaigns out there which have managed to break through the ‘Great Wall’, mistakes invariably do occur. I’ve whittled them down to four key areas…