With a population of around 1.4 billion people, everyone wants a piece of the Chinese market.

And as Chinese consumers become increasingly connected in cyberspace, digital marketing provides a shortcut for businesses and brands to that opportunity, provided, that is, marketers select online channels wisely.

Speaking at the Emerge by TechNode conference in Shanghai on Thursday, chief marketing officer of key opinion leader (KOL) marketing platform Parklu Elijah Whaley told delegates that while Chinese social, content and commerce platforms offer similar functionalities, there is a key differentiating factor—user purpose or intent.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.