On Dec 13, the 2017 China Innovation Marketing Summit hosted by Caixun Media Group's Success Marketing magazine kicked off at JW Marriott Hotel in Beijing. Marketing decision-makers from IBM, Lenovo, ofo, United Family, Casati, China Resources Sanjiu, Three Squirrels, Gofun, Liby, Xiaoying Financial Management, and Internet media elites from Tencent, NetEase, Meituan Dianping, Sohu video, 360, Weibo, Weboyi and other platforms, And marketing experts from InteractivityCom, Jusi Media, WuDaoNongying and other organizations gathered together to have in-depth discussions around the theme of "unbounded Smart future".
As a marketing event gathering the industry's top marketing gurus and marketing experts, "China Innovation Marketing Summit" with the industry forefront topics "throw out a block to attract jade", through the sharing of industry gurus, grasp the pulse of the constantly changing marketing industry, help marketers in the constantly changing marketing landscape to clear the fog, find the direction.
Technology-led innovation
With the help of technology, marketing develops from automation to intelligence, and all kinds of whimsy and marketing chain are integrated and crossed, thus constantly stimulating innovation.
Such as Tencent vice President Zheng Xianglin, technical ability, but also consider the possibility. When technologies like big data and AI are linked to the scene, it opens up possibilities that can flourish in terms of marketing.
Xian Yecheng, general manager of Jitong Product Department of Tencent social network business group and general manager of SNG Commercial Advertising Center, shared specific cases of AR connecting consumption scenes, social scenes and entertainment scenes.
In addition to AI, AR and other technologies, the application of big data is also promoting the intelligence of marketing and leading innovation at an unprecedented speed. Feng Yumei, deputy general manager of Sohu video Sales Department, said in a speech, Sohu video in homemade drama, short video, intelligent big data comprehensive force, relying on Sohu matrix of big data, Sohu video homemade drama no longer stay in the search for big IP and traffic actors, has achieved intelligent production. Similarly, Xu Yang, founder and CEO of Weboyi, mentioned in his share that in the era of fragmented social media, intelligent calculation and intelligent investment can be realized through artificial intelligence, and precision marketing can be realized. Shen Dongliang, CEO of Jiuqi Digital Communication, believes that with the development of big data. The "wasted 50%" of the advertising industry will be recovered.
The question for enterprises in this era is how to make good use of marketing technology as a new energy source.
In the morning, the theme of "Marketing Iteration How to make Good use of technology and New energy" roundtable interactive session, Hong Lizhou, general manager of Weibo business strategy and international development, Huang Jian, senior director of 360 commercial financial online service industry group, Wu Di, general manager of advertising platform market of Meituan Dianping, Yang Qiaomei, general manager of North China of Interactive Communication Holding Group, and Zhang Yulei, head of Xiaowin Financial market, discussed around this topic. "Fast" and "precise" were their keywords for technology enabling marketing.
In the era of constant technological update and rapid marketing iteration, enterprises are faced with great challenges. With a century-old history, IBM put forward the concept of "Challenger Brand" in the unpredictable market environment. The reason is that the competition rules of today's business battlefield have changed greatly. IBM not only has to face competitors in the same industry, but also may encounter unexpected intruders and disrupters at any time. IBM is meeting these challenges as a challenger. Wang Chuandong, vice president and chief marketing officer of Lenovo Group in China, echoed this view, saying that Lenovo has positioned itself as a subverting and youthful brand in the past two years. When facing new groups and young users, the brand should put down the past glory and spread from the perspective of users.
Transboundary fusion and new forms
When digitization goes deep into reality, everything marketing faces is constantly changing, many concepts and boundaries begin to blur, and crossover and integration become possible.
In the era when industry boundaries are broken and creativity is unbounded, more and more enterprises find marketing breakthrough in cross-border integration. Nan Nan, senior vice president of ofo, shared the second anniversary of ofo's establishment, through cross-border cooperation, hand in hand with IP minions, to rapidly improve ofo brand awareness. Tan Yi, chief operating officer of Gofun Travel, said that marketing to a certain extent, a certain level, the most important is the ability to integrate, shared car industry, exactly is a multi-factor, multi-element, upstream and downstream integration of very much industry.
More importantly, new business patterns and trends will emerge as the various strands of the marketing chain intersect with each other.
First, the media upgrade to a diversified platform. Wang Xinzi, Vice president of film media market of Sohu Jingmao, said that in the theater entertainment scene, the theater can break through the screen and communicate with the audience with multi-dimensional resources such as content, entertainment and intelligence.
Second, fast marketing under the "explosive". Yuan Foyu, general manager of Marketing Department of NetEase, pointed out in his speech that users' behaviors have changed a lot under the upgrading of consumption. In the current user environment, the most important thing is to make the generation of small explosive products become normal from the mechanism. Libai marketing general manager Lu Weijun also believes that in the era of only fast not broken, fast marketing to catch the explosive, but more important is to open up the sales closed loop.
Return to the essence of marketing -- users and products
In the final analysis, technology and intelligence are just channels and tools, the heart is the goal and value. In the marketing era when technology is deeply involved in marketing and digitalization is deeply involved in reality, marketers should return to the source of marketing through phenomena -- users and products, content with heart and temperature, and products that truly meet user needs, in order to finally impress consumers.
Li Qing, founder and CEO of Jusi Media, believes in sharing that good content can trigger emotional resonance of the audience, so that the audience has emotional resonance. In the afternoon, the guests of the roundtable interactive session focused on Beautiful House, further elaborated the content innovation and crossover in the era of aesthetic upgrading, and believed that good content is able to convey culture and value, and trigger the resonance of consumers.
Sun Di, assistant president and marketing director of Beijing United Family Hospital, said in the share that as a medical service organization, the marketing purpose of United Family is to break the information asymmetry, so that medical treatment can not only solve the basic needs of patients, but also improve their quality of life. Song Zhaowei, general manager of Casatti, pointed out in his share that when Casatti is making products, marketing has been involved. He believed that without product leadership, there would be no marketing leadership.
Feng Haiyang, media director of Marketing and Brand Management Department of China Resources Sanjiu, and Wu Jinmin, founder of Wudao Nongying and chief producer of Human Lab, shared a common point of view: Content is a powerful weapon to impress consumers most easily. Only by insight into consumer needs can we create content that touches the hearts of consumers. Guo Guangyu, chief brand officer of Three Squirrels, shared a similar view, believing that in this era of the Internet, what is needed is not only symbolic brands, but also personified brands with temperature and emotion.
In addition to the annual classic case dry goods sharing, the scene also solemnly promulgated the 2017 China Innovation Marketing Awards of various awards:
