How to survive Google's exit from China

When Google announced they were exiting from China, many eyebrows were raised, business grounds were shaken and the focus on this development became the subject of much scrutiny.

The reaction was significantly more pronounced in the digital industry, where clients’ investment in search has increased heavily over the last two years. Many clients began wondering where they should shift their budget and how Google’s decision will impact their business.

So what should clients who have dipped their fingers (or their hands) into the digital pie do next? Should they reallocate their search budget or completely withdraw their investment?

Outlined below are some suggestions on what clients can do.

1. Stop reading. Refrain from consuming any more news on Google China’s exit. Too many facts have been topped up and the countless speculations and assumptions will only contribute to one’s heightened state of confusion.

2. Start thinking. Clients should ask themselves how Google’s retract from China will impact users searching for their products or brand in the local market. Will consumers start searching for their products somewhere else or will they completely stop searching? Understand why and how the initial budget allocation for digital came about and its objectives.

3. Start considering. Most clients tend to think only of Google and Baidu when it comes to China. With Google’s exit, the immediate ‘solution’ would be to shift the budget to Baidu. However, clients need to consider if Baidu’s environment is suitable for their brand. If not, they might want to consider other smaller search engines like Sohu, Sogou and Soso. Although these engines may have a slightly smaller market share, some of them have been in existence much longer than Google and Baidu. Clients can also consider moving their budget to content targeting as Chinese users generally love to read and interact, and content sites are where its all happening. Fish where the fish are.

4. Start acting. Once clients have tightened their train of thought and refocused on the ways to manoeuvre their brand in the Chinese market, they should speak to their agency and local office in China for advice and insights on whether the strategy can be adapted in the market.

5. Stop procrastinating. Clients and agencies should not adopt the ‘wait and see’ mentality. Both parties are brand holders and guardians, and should know the medium and environment most suited for the brand. Act quickly because search is all about speed.

Yes, Google may have already exited from China, but the world continues to move. Companies will continue to trade and users will continue to look for alternative ways to search online.

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