SY Lau
Jun 17, 2013

Smart marketing is about the 3Cs

SY Lau, president of Tencent's online media group, deconstructs his 3C principle for marketers: content, context and channel.

SY Lau

Serial changes in consumer behaviour are making traditional advertising campaigns less effective and less influential. A smarter marketing principle needs to be applied in the mobile age, namely the 3Cs context, content and channel. Only by mastering these three core points can marketers win recognition from consumers.

Interesting and compelling content that is worth reading is definitely necessary. It must be presented in a proper context where people are familiar with one another. And it...

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