Usage and effectiveness of online marketing tools among Business-to-consumer (B2C) firms in China

Abstract

This paper aims to find B2C firms’ preference for online marketing tools in China. For this purpose, the digital marketing framework was adopted.The questionnaire was divided into five segments (attract, engage, retain, learn and relate) to see usage and effectiveness of specific marketing tools. The results show that some tools like mnemonic branding, providing informative and useful content, loyalty programs, cookies, and real-time interactions are widely used by B2C firms in China. Some tools are not used as they are perceived to be effective. This study gives a general understanding of the usage and effectiveness of online marketing tools used by B2C firms in China. E-commerce is still at its growing stage in China. Companies could maximize the potential of their marketing plans after they have reviewed their web objectives.