Brands blaze digital trail

Advertising sees tectonic shift toward online channels for the consumer mind

For advertisers and marketers, China's still-evolving digital landscape has suddenly become the holy grail. It was not so five years ago.

During the period, things like online searches and microblogs have assumed such immense potential in terms of access to the consumer mind that they are now seen as worthy advertising channels, even legitimate, more effective, alternatives to print and broadcast media, experts said.