As we enter the year 2024, the landscape of technology communication in China continues to evolve at a rapid pace. From the integration of artificial intelligence (AI) in content creation to the emphasis on energy efficiency and carbon reduction, several key trends are shaping the way of B2B communication. In this blog, we will delve into these trends and explore their implications for technology communication in China in 2024.

1. AI could empower communication to go far, but human creativity could empower us to go even farther

Dakota Ren

Our Marketing Specialist Dakota based on experience in content creation and AI tools, has an insight into the AI trend in communication.

AI-generated content plays a significant role in communication, including the use of AI for creating images, videos, and copywriting. It also handles mundane tasks quickly, and generative AI can provide valuable insights, greatly enhancing work efficiency.

AI technology can leverage data analysis and insights to better understand the needs and preferences of target audiences. While AI can assist PR communication in many scenarios, experience, and creativity are still key to achieving the best expression. Achieving precise communication and personalized marketing still requires the expertise, creativity, and effective implementation of PR professionals.

“Relying on industry experience and creativity or fully embracing AIGC? How would you choose as a marketing professional?”

2. Shifting from Energy Efficiency and Carbon Reduction as a Competitive Advantage to a Minimum Requirement

Miro Li

Our Account Executive, Miro, emphasizes the importance of ESG and the need for concrete actions in the business landscape of China.

Since countries around the world announced carbon reduction and zero-carbon goals, energy efficiency and carbon reduction have become a top priority for various industries’ ESG initiatives. Particularly in energy-intensive sectors like manufacturing, companies increasingly focus on their green development capabilities, actively implementing energy-saving and environmentally friendly measures in production technology, component procurement, and factory emissions to meet regulatory requirements.

However, from a supply chain perspective, products that meet energy efficiency and carbon reduction standards are gradually transitioning from a competitive advantage to a basic requirement for companies. On one hand, maintaining transparency externally builds trust among partners and makes it easier to be accepted by the industry chain and consumers. On the other hand, companies can use green development as a means to drive technological advancements. In major sectors such as consumer electronics, industrial manufacturing, and chip design, reaching this minimum requirement not only requires genuine efforts in technology but also emphasizes environmental initiatives and outward expressions of achievements, while maintaining a proactive and transparent attitude.

3. Offline Events Transitioning from “Recovery” to “Explosion”

Lina Xue

Our Associate Director of Client Operations Lina attended various events last year to assist clients with comms programs. Here are some of her thoughts about the event and how tech companies can maximize their presence in 2024.

After three years of online communication, people are eagerly anticipating offline interactions. Therefore, in 2023, as offline events fully recover, major industry exhibitions witness a surge in attendance. Starting from the fourth quarter, offline events show explosive growth, attracting significant attention to conferences organized by major enterprises or media, with events like the Import Expo becoming especially lively. This trend is expected to continue in 2024.

For businesses, offline events provide the best opportunities to communicate and engage with stakeholders, including audiences and partners. However, with multiple conferences happening simultaneously, there is a need for companies to attract attendees amidst competition. Moreover, offline events have limitations concerning location and time, which means there are restrictions on the number of participants. Therefore, it is worth exploring how to leverage online resources and platforms to overcome these limitations and ensure the dissemination of high-quality content.

4. B2B Communication Focusing on Value and Performance

Emily Xu

Our Managing Partner, Emily, brings valuable insights into the evolving landscape of B2B communication in 2024. In this dynamic environment, the “value for money” aspect has become crucial for businesses.

In the context of cautious consumerism, the “value for money” aspect becomes crucial in B2B communication in 2024. Product communication should emphasize rational and compelling pricing, along with high-performance features that truly captivate consumers. These marketing techniques will continue to play a significant role in 2024.

On the other hand, despite the policy-driven push for high-quality development, digital solution companies face the challenge of achieving short-term and long-term business results in a more budget-conscious and decision-making cautious period. Brands and marketing departments need to adopt comprehensive communication strategies and marketing tactics. Whether building long-term brand equity or driving short-term sales objectives, the focus should revolve around conveying value stories that encompass business value, supply chain value, and social value.

5. Emphasis on ROI in Communication Evaluation, Brand Building as a Long-Term Strategy

Simon Vericel

Our Managing Director, Simon, offers valuable insights into this evolving landscape. In 2024, evaluating the effectiveness of social and PR communication requires a comprehensive approach to ROI assessment.

In 2024, evaluating the effectiveness of social and PR communication becomes increasingly important. With the diversification of communication channels, evaluating ROI involves considering data and metrics from multiple channels, including social media, website analytics, advertising campaigns, and traditional media. Integrating data from various channels provides a more comprehensive assessment of ROI.

Data analysis and insights play a crucial role in evaluating communication ROI. By collecting and analyzing relevant data such as sales data, website traffic, and conversion rates, the impact of communication activities on business outcomes can be measured more accurately, guiding decision-making and strategy optimization. Additionally, while traditional ROI evaluation usually focuses on short-term effects like sales growth or return on investment, more organizations are now focusing on long-term value evaluation, including brand value, customer loyalty, and word-of-mouth effects. This comprehensive long-term assessment better reflects the impact of communication activities on overall business development.

The year 2024 marks an exciting time for technology communication in China, driven by advancements in AI, a growing emphasis on energy efficiency, the resurgence of offline events, the focus on value and performance in B2B communication, and the increasing importance of evaluating ROI and long-term brand building. By staying abreast of these trends and adapting their strategies accordingly, companies and professionals can effectively harness the power of technology communication to thrive in the dynamic Chinese market of 2024 and beyond.