Brands, I’m part of your marketing team: Alibaba CMO

Still insisting that Alibaba is not an ecommerce company but a data services firm, Chris Tung talks about the latest efforts to help brands leverage data.

Global brands and agencies have long complained about the difficulty of accessing data from China’s media platform trifecta of BAT (Baidu, Alibaba and Tencent). But Alibaba CMO Chris Tung suggests that view is changing.  

In fact, in this video, Tung goes so far as to say a large part of his job is really working on behalf of brands to build their profiles on his platforms. “Essentially I’m part of their marketing team” he told Campaign Asia-Pacific.

He points to Alibaba's launch of Uni-Marketing, a suite of tools that lets marketers analyse live data to map customer behaviours and lifestyle patterns through their product journey in a more actionable way. Tung says to look no further than the recent 11.11 shopping festival, where brands could gather “a big data pool” about customers and potential customers and generate a wealth of leads.

Weighing in on a string of retail acquisitions from Alibaba, Tung hinted that this is only the beginning of an inevitable melding between online and offline in a new retail environment. “I expect more and more partners are going to jump on the bandwagon and work with us,” he said.

Tung also elaborated on how the 11.11 festival has evolved from marketing idea to a annual celebration, much closer to a holiday like Christmas than a B2C sales opportunity.

Watch out for Tung’s assessment of Alibaba’s Singles Day extravaganza this year, in another video coming soon.

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.