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By the year 2020, the world will have to analyse 50 times more data than what we have today, which means traditional analysis needs to change. The Internet’s impact on China is also deepening as it becomes a mainstream media. With this as a backdrop, our mindsets as marketers must also change.
First, we should treat marketing technology as a strategic competency, rather than just a tool; Second, we need to develop a whole new set of competencies, rather than simply offering marketing services. Marketing’s ultimate role is to fulfill the needs of the consumer.
As a veteran marketer, I firmly believe cloud computing, web and mobile analytics, testing and optimization, web content management, etc will become basic entry requirements for all marketers.
Take Tencent’s BMW partnership as an example. Together we offer the first instant messenger integrated into a car. QQ@BMW imports QQ addresses directly to the vehicle’s navigation system. For years QQ addresses were considered useless information. But this once disposable data now makes BMW hipper and more “sociable.” This is how technology can push beyond marketing’s boundaries.
At Tencent OMG, technology always comes first when we develop user experiences. We build our competitive advantage and advance the development of our content, products, and advertising services via technology. What’s more, we see ourselves as collaborators in marketing . We firmly believe that together with you -our fellow marketers- we can navigate technology’s new terrain to attain marketing excellence.
Here are some further examples of how Tencent brings brands to life through mobile technology:
How many cars can a dealer sell in three minutes? How about 388? Tencent played a key role in shortening the customer journey in China for the Smart Car brand.
Based on a WeChat special deal via the app’s mobile payment platform, a tailored campaign combined social and commerce for a perfect, high-speed match. Through an interactive social sharing experience, 388 Smart Cars found their way to new owners in only three minutes; after 6,677 consumers uploaded personal information over an eight-day period. The campaign created a brand-new O2O model for lead generation and car buying via a mobile app.
To celebrate its flagship store’s grand opening in Shanghai, Burberry partnered with Tencent to deploy a mix of innovative digital-marketing. Leveraging platforms, like Tencent Video, WeChat, Tencent Weishi and Tencent Fashion, Burberry launched a unique, real-time experience for its high fashion ceremony.
The 360°Dynamic View gave online participants an interactive “parallel experience” and greatly expanded the event's potential audience. the in-depth and creative partnerships between brands like Burberry and Tencent are a blueprint for prestigious names to ramp up a digital footprint in China.
Working with Tencent, IBM leveraged big data to capture and analyse real-time social media activity in China during the 2014 FIFA World Cup.
The excitement and passions of football fans played out across platforms and from that emotionally charged data, Tencent uncovered layers of potential topics with which to engage consumers. The analytics team calibrated and helped deliver diverse content and news coverage that captured audience attention.
Through this collaboration, Tencent was able to create a compelling and engaging approach to sports news reporting. While at the same time, IBM could demonstrate its expertise and open up a new avenue to promote the brand’s professional marketing services. By making technical content accessible to average users, IBM was able to spread greater awareness of its offerings and allow audiences to experience its core business. It’s a matter of show versus tell, which when compared to traditional advertising, has a significant effectiveness advantage.
SY Lau is senior executive vice president and president of the OMG (Online Media Group) at Tencent.
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