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The number of mobile phone users in China is believed to be nearing 900 million as of the end of March 2011, according to according to stats collected by the Ministry of Industry and Information Technology. Therefore Marketers should be clambering to use this medium given the huge 'reach' potential.

So within our Agency (and maybe across others in China) we ponder about this being the year to leap into mobile marketing. Our clients often ask us about our capabilities and experiences in this area as well as wanting our candid views of if their target group would be reached and more to the point influenced by mobile marketing.

It is with this context I created a presentation about mobile marketing in China. One, to show that we do have some knowledge and experience in China with this medium but also to help those considering it to be better informed.

Foreign companies are employing a variety of strategies for gaining traction in China. Just look to any billboard around Chaoyang in Beijing or Jing An in Shanghai... all dripping with bright colors, celebrities grasping products and filled with Chinese characters espousing the latest catchy slogan. This distinct Chinese style of advertisement is also found across the Internet just in the form of landing pages, banners and even in casual games.

So what makes an advertisement work in China? Are there some guiding principles or best practices? These are some of the questions I have been pondering more recently as our Western clients turn to us for  branding and product strategy. I thought it would be interesting to capture 14 key areas in the form of a presentation so that any of these areas may help Marketers in learning what could work for them in developing a campaign in China.

It is not uncommon for Marketers to stare blankly at white boards while holding onto bucket sized coffee cups... just hoping for some inspiration and wondering if they can find in themselves the next big tag line.  I know because most weeks I find myself doing the same....  

However, when I read a short quote from Twitter's Adam Bain saying that the three best ways to monetize a product are "humor, huge deals and humanity"I was given a jolt (small) of inspiration.

This was something to reflect on and help drive a focus to my pondering... sure I had thought about humor (although having a genetic trait for maths seems to make me a little less likely to find humor easily) and huge deals were way over done... humanity, now that was an interesting angle and one that just might fly.

For what is surely to become this years cliche; "One-speed, two mistresses, tons of money, Adonis DNA and tiger's blood: 'I'm on a drug - it's called Charlie Sheen".

From the moment I watched him do an interview with Good Morning America, I knew this guy was wasted (pardon the pun) as an actor... he should be in a creative agency writing ad copy or running our TVC campaigns.

Then to follow that up with the statement, "I'm tired of pretending like I'm not bitchin', a total frickin' rock star from Mars." Absolutely precious.