Whether you are already participating in the China market or are considering entering China's market for the first time, online marketing should be part of your market plan.

For many western companies -- particularly small & medium sized businesses - the most sensible way to enter the Chinese market is by servicing the B2B market -- where multinational corporations (MNCs) with familiar names and systematic decision-making processes-- reign supreme.

Another great access point is the expat and international market. Expats are westerners or Asians who have relocated to China for a period of time, but still think of themselves as members of their familiar markets. They are closely linked to the international Chinese, or Mainlanders With Money. They tend to have spending patterns that are often similar to expats, though its tough to predict what they'll go for and why.

How can you access these groups? You have two choices -- and one of them is to move to China and start up a large, well staffed network of offices. The other is to target your new client base with an intelligently crafted online marketing program that offers them value-added information when they most need it -- and opens the door to lucrative deals and contacts.

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