The seamless digital marketing matrix provided by China’s leading internet firms is likely to make it easier for brands to navigate the complex marketing landscape in China than in the West, according to a senior industry expert.

Companies such as Tencent and Alibaba are proactively helping companies integrate across different channels, whereas globally it is really the role of brands or their agencies to figure out how to leverage across various platforms such as Facebook, Instagram or Amazon.

Read more from Michael Dunn in China Daily.