Unlock the Multiplier Effect in China’s Complex Media Landscape

In China’s rapidly shifting and fragmented media environment, marketers are under growing pressure to demonstrate impact while managing complex consumer journeys. This article explores the key commercial levers of marketing effectiveness in China and reveals how brands can unlock the Multiplier Effect through comprehensive measurement, cross-channel synergy, and a long-term business mindset.

• Over-prioritizing short-term ROI can limit long-term growth potential.
• Brands often miss out on the multiplier effect when channels are measured in isolation.
• Real effectiveness comes from adopting a measurement approach rooted in overall business objectives, not just marketing KPIs.
• Scenario planning enables smarter investment decisions in a volatile market.