2025年中国互联网营销市场研究报告

Core Insights - The Chinese internet advertising market is expanding steadily, with revenue growth of 12.4% in 2023, reaching 1,131.7 billion yuan [1][19][22] - E-commerce and short video platforms are the most favored media types by advertisers, contributing significantly to market revenue [1][22][19] - Technological innovation and evolving consumer demands are driving the market, with AIGC technology expected to further penetrate digital marketing in 2024 [1][25][19] - The rise of micro-short dramas is creating new content marketing opportunities, enhancing brand engagement [1][28][19] - The importance of contextual marketing is increasing, as brands shift from merely meeting consumer needs to stimulating demand [1][30][19] Internet Marketing Landscape - The internet advertising market in China is projected to continue its growth trajectory, supported by macroeconomic recovery and technological advancements [19][22] - In 2023, e-commerce platforms held a market share of 36.3%, while short video platforms accounted for 26.5% [22][19] - AIGC technology is transforming digital marketing, enabling rapid generation of advertising materials and enhancing personalized marketing efforts [25][19] Consumer Behavior Trends - Consumers are becoming more discerning, actively seeking information and evaluating products based on quality and price [40][43][55] - Emotional resonance is becoming a key factor in brand loyalty, with consumers increasingly valuing emotional experiences over mere functionality [37][56][57] - The rise of AI applications in marketing is facilitating smarter consumer interactions, with a significant percentage of consumers engaging with AI-driven marketing tools [49][55] Economic Context - The overall economic environment in China is stabilizing, with GDP growth projected at 5.0% for 2024 [3][5] - Consumer spending is expected to be cautious, with nearly half of consumers planning to reduce their budgets in 2025 [34][35] - Policies aimed at stimulating consumption are being implemented, particularly in emerging sectors like culture, tourism, and sports [2][7]