Many business owners and marketers think Taiwan digital marketing can be a key growth strategy for their Taiwan market, and it can be convenient to just apply what works on global market (or your market) to Taiwan. But actually in Taiwan we have our own game. You need to plan your marketing strategy carefully before entering it.
1. Social Media: Twitter, Google+ and Weibo?
No, No, No, it’s Facebook, the major one! And there is a network protocol PTT.cc you can’t neglect! Very few people use Twitter, Google+, Weibo (that’s for China).
Facebook’s penetration rate in Taiwan is higher than in any other market in the world, Taiwan had a 75% Facebook penetration rate today. Around 13 million daily users in Taiwan, according to Facebook data. It is one of the most important website/app in Taiwanese daily life. Therefore, from the marketing’s point of view, Facebook is your marketing playground and you can find your potential users easily.
In addition to Facebook, you need to know a local platform – Taiwan’s BBS – a Telnet based social network that has been developed in 1969. PTT.cc is the largest BBS in Taiwan with 1.5 million registered users and about 40,000 posts are created everyday listed in different “Boards”. Topics include gossiping, e-shopping, joke, movie, food, game, make-up, boy/girl & romance issues, music, car, phone…you name it! If a marketer can successfully sneak in here and have people talk about the product or service, you have done half of your digital marketing effort. Way to go!
2. Messaging App: WhatsApp and WeChat
Noooooo! Taiwanese love Line!
Today Line hits 16 million users in Taiwan, that’s almost 70% of Taiwanese. In our opinion, Line’s cute stickers really help it acquire market share and differentiate itself with global competitors such as WhatsApp and Chinese app WeChat. These innovative and funny stickers are irresistible to Taiwanese culture; to us, a sticker represents more than a thousand words, it has emotion and personality, and it is convenient. The stickers and messages are used daily with friend or family, and with people from workplace.
Line has a product known as official accounts which companies can use to interact with Line users. This could be your digital marketing start point.
3. Taiwanese read Simplified Chinese too
Of course not!! You know Taiwan uses Traditional Chinese, don’t you?
Some people might think that Simplified Chinese is just another type of Chinese, should be simpler and easier to Taiwanese. Wrong, wrong, wrong. Don’t use any Simplified Chinese content to your Taiwan audience, if you do, your brand is dead, we mean it, dead. Taiwanese see Simplified Chinese as sort of incomplete stuff, we are proud of using Traditional Chinese; hence using Simplified Chinese would directly make the quality of your product or service look “incomplete and poor”, and you certainly don’t want that happen to your business and brand.
Now, based on the goals you’ve established for Taiwan digital marketing, you can then begin to work out and refine what tactics and platforms you will use. Good luck on Taiwan digital marketing!