2015 ad delivery, marketing strategy reference guide
December 2nd 2014 China Innovation Marketing Summit was held at JW Marriott Hotel in Beijing. In the current environment, the major advertisers and agencies often constantly put forward new innovative ideas and marketing programs, and the business environment in their actual combat is constantly challenged, slowly subverted.
What successful marketing has to do is to make marketers think and communicate more, so as to promote marketing in the business change to play a better role in promoting. So what are the views and opinions of the big currymen at the center of the marketing storm at this summit?
Huang Min, Media Management Partner, Ansopa China
Ansopa China Media Management Partner, Huang Min, delivered a keynote speech on "Connecting Achievement Value - People-oriented Innovation" : In the digital age of innovation, we pursue, and even spend a lot of thought in doing technical innovation, but the technical level of innovation lack of human nature, it becomes like a rootless pontoon, it has no way to land, will not form consumers, the public will apply the possibility. Therefore, from the pure product itself design planning above the innovation, to start back to humanization, do some can move consumers, give consumers more meaning of innovation.
Baidu Vice President Zeng Liang
Baidu Vice President Zeng LiangIn the speech mentioned the "characteristics of the mobile Internet age", a simple summary of about five aspects: First, time consumption, now the user's time is very fragmented, mobile Internet to everyone to make purchasing decisions have reached 43%, very close to the PC Internet; The future must be an era of the Internet of Everything, where all devices are connected and manipulated by computing in the cloud, which means that advertising forms cannot be tied to text;
Ma Weiqun, deputy general manager of Tencent's performance advertising platform department
Ma Weiqun, deputy general manager of Tencent's performance advertising platform departmentIn the speech introduced the broad point of the sharp weapon----- the crowd expansion. Specifically, when enterprises to their own customers' attributes to the broad point pass, wide point pass can be based on the basic attributes to do an extension, the ads targeted to the target population. And Wide Point can do this, but also based on Tencent's huge data: Tencent big data is divided into four categories, one is the user environment, the second is the user's attributes, including gender, education, marriage status, consumption level, the third category is behavior, divided into game type, game activity, payment level, shopping intention, shopping payment level, etc., the fourth category is long-term hobbies.
To."Does business change marketing rules, or does marketing reshape the business landscape?"The theme of the round-table forum byDDB North China Vice President Tang Rui chaired, CITIC Bank Credit Card CITIC Vice President Wang Ningqiao, Uniqiq CMO Wu Pinhui, InteractiveCom Holdings Group President Deng Guang 梼, LeEco website business group chief marketing officer Zhang Wei 翚And Wang Yaxuan, vice president of WeiboParticipate in the interaction.
From left to right, DDB North China Vice President Tang Rui presides over, CITIC Bank Credit Card CITIC Vice President Wang Ningqiao, Uniqiq CMO Wu Pinhui, Weibo Vice President Wang Yaxuan, LeEco Website Group Chief Marketing Officer Zhang Wei 翚 and InteractiveCom Holdings Group President Deng Guang梼
In the interaction, Uniqmo CMO Wu Pinhui said: "Twenty years ago when doing the market, there will be a textbook, giving people a straight-line thinking, the current era, strategy is still of some importance, but the biggest change, the challenge to the current marketer has three points: one is integration, two is timely, three is the experience, these three things return to the focus of what?" Consumers dominate brands and platforms, not any of us, because technology gives consumers more choice. "
Vice President of Weibo Wang Yaxuan believes that: Weibo and WeChat application scenario is very different, WeChat is more strong relationship, must be between people who know;
"In terms of content, LeE squarely has about 3 billion box office tickets this year, close to 6 billion next year, and will be the number one private film," said Zhang Wei翚, chief marketing officer of LeE see.com. This in the eyes of Internet people, are not business, it is not the main line of the Internet, but after this layout we found that because there is good content, the screen someone buys. So the most important thing about this ecology is that the content and the terminal are mutually helpful. "
Deng Guang梼 president of InteractiveCom Holdings, mentions a very classic case: how did the vehicle horses before the car survive when the car was invented, about the horses, all the practitioners, all the different industries? So a question worth thinking about is where these practitioners have gone, and the tools that made horses, the supplies of horses, the clothing of horses, the carriages, these brands for more than 100 years, their changes are worth thinking about.
Wang Ningqiao, vice president of credit card CITIC at Citic Bank, said the biggest change was a change in the way of thinking. From the point of view of the credit card itself, it is a triangle, customers, banks and merchants, we through the connection of each card organization, the connection with each merchant provides a variety of payment services. I think the most important thing is the customer's heart, no matter how you grasp and grasp the change in customer behavior, including his access to information, access to advertising changes, these are very, very significant changes.
To."How do media, content, and brands interact to drive marketing upgrades?"The theme of the round-table forum byDirector of Starline Beijing, Fu Jiren, General Manager of Phoenix National Marketing Center, Yu Hechuan, Deputy General Manager of Sohu Video National Marketing Strategy Center, Du Yonghai, Vice President of Yingsheng China Beijing Company, Chen Tejun, Director of Tangchen Peregrine Public Affairs Center, and Ge Wei, Vice President of Content Marketing, Youku Tudou GroupParticipate in the interaction.
From left to right are The Starline Beijing Managing Director Yan, Youku Tudou Group Vice President of Content Marketing Ge Wei, TangChenBiJian Public Affairs Center Director Chen Tejun,Du Yonghai, Vice President of Yingsheng China Beijing Company,Sohu Video National Marketing Strategy Center Deputy General Manager Yu Hechuan, Phoenix Network National Marketing Center General Manager Fu Jiren
Chen Tejun, director of public affairs at Thomson Bejian, believes that the emergence of new technologies and new means of communication has indeed brought unprecedented opportunities for enterprises and provided direct access to users. But the challenge is also great, because the enterprise was originally the production of products, service services, and now suddenly overnight has become a media, enterprises can communicate with all the audience, service objects. This is a challenge for businesses. Because a change in thinking is actually the least easy.
Du Yonghai, vice president of Yingsheng China Beijing, said in an interactive interview: "For us, the biggest challenge now is the service capacity, as the customer expands, the company's size is also expanding, but in the marketing time (especially now from the media marketing time) your processing power, service team is required to do a lot of increment." And the increase of customers, for us the biggest challenge, on the one hand, there are many old customers can not decline in service quality, new customers how to serve well are required to think carefully, and now with some of the past marketing methods are not the same. In the digital marketing environment, the need for many platforms, official websites and media, as well as traditional press releases, media, paper crimes and so on, a large number of service capabilities for us is also a big challenge. "
Youku Tudou Group Vice President of Content Marketing Ge Wei said: Content marketing is to make friends with users, love with the brand, this is my point of view has always adhered to. If you want to have a good content marketing, must not rely on you a platform or a media, a customer, and now the stage, the media is doing brand doing things, even doing platform things, and enterprises are doing brand media, for example, Coca-Cola is actually a media.
"In fact, all the practitioners, marketers' mental patterns are changing, " said Yu Hechuan, deputy general manager of Sohu Video's National Marketing Strategy Center. But I think, further down the development, advertising will become more difficult, because you want to do a good job is not easy, how to communicate effectively with consumers, is a problem that everyone must face, has to break the concept of the three parties. "
Fu Jiren, general manager of Phoenix National Marketing Center, believes that one of the challenges is transformation. Advertisers communicate with consumers, but today the concept of consumers is very general, we communicate with people, there will be different emotions, different attitudes, different things, how to impress him, not rely on a traditional consumer insight can be resolved.
To."How to deal with the future of mobile, multi-screen, big data?"The theme of the round-table forum byMeng Fanjing, Director of Digital Planning for Power Communications, Jiang Meilan, Founder and CEO of Shanghai Ferri Network Technology Co., Ltd., Tang Wei, Digital Marketing Director of Li Jie Shijiahua (China), Yu Hairong, Senior Vice President of Pays media, and Wang Zhenyu, Vice President of Anvo MediaParticipate in the interaction.
From left to right are Meng Fanjing, Director of Digital Planning for Power Communications, Jiang Meilan, Founder and CEO of Shanghai Ferri Network Technology Co., Ltd., Tang Wei, Director of Digital Marketing, Li Jie Shijiahua (China), Yu Hairong, Senior Vice President of Pays media, and Wang Zhenyu, Vice President of Anvo Media
Wang Zhenyu, vice president of Anvo Media, believes that from the overall budget allocation, the cost of mobile Internet will be more and more, the amount of a single project may be from millions to tens of millions, is already a normal thing. But in comparison, the time users spend on the mobile Internet, and the real customer's overall budget ratio, it is not a positive ratio, so the future mobile Internet market should be larger and larger.
Jiang Meilan, founder and CEO of Shanghai Feri Network Technology Co., Ltd., threw out his unique view of WeChat marketing: WeChat marketing has three views, one is that the most important thing about a good brand should not only have users and no fans, every day want someone to buy you, but never want someone to love you, weChat marketing is the true meaning of finding the brand missionary; Please show up for a small run.
"Whether it is WeChat marketing or App marketing, it is very important to understand the nature of the mobile Internet, I think there are two sentences is the mobile Internet more essential things, one is advertising is content, content is advertising;
"Apps are a channel, and the APP on our phones is a website we opened on a PC before, it could be Sina, Sohu, but the current demand may be more segmented, " said Tang Wei, director of digital marketing at Lijie Time Home (China), in an interactive interview. I think it is still the content king, app is also good, the website is good, it is just a channel to spread content, today may be WeChat, tomorrow may be other letters, or to return to the source of the brand, interesting content is the most important. "
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