NEW YORK, Sept. 27, 2017 /PRNewswire/ -- Advertising Week
New York, the largest annual conference of global advertising and
marketing professionals, held its 14th opening ceremony
on Sep. 25th. The
conference features global advertisers including WPP, Publicis
Group, Dentsu, DDB Worldwide, and internet giants from around the
world. As the only Chinese internet company invited to this
world-class marketing celebration, Tencent has held extensive discussions with
industry-leading minds on marketing opportunities and innovations
as well as the future of digital commerce.
In three sessions and panel discussions with global experts as
well as advertisers and agencies, Tencent introduced its latest digital advertising
practice and innovative digital marketing ecosystem in China. The company has exhibited the influence
of China's mobile internet and
discussed what makes the Chinese market unique and attractive. In
addition to introducing the ONE Tencent marketing philosophy, Steven Chang, Corporate Vice President of
Tencent, held extensive discussions
with partners on key differences between American and Chinese
consumers, the need for more standardized data systems between
different digital platforms, and major trends impacting the future
of digital marketing.
Leading China's Digital
Advertising Ecosystem via the Power of Integration
It is estimated that China's
digital advertising market will reach 50
billion USD by 2017, making China the world's second largest of its kind.
Tencent's complete set of internet products and services is part of
the daily life of more than 700 million online Chinese individuals.
In his remarks, Steven Chang
showcased that Tencent's products now reach 98 percent of Chinese
"Netizens" and account for 58 percent of their time spent online.
Through its comprehensive product portfolio, Tencent's solutions
touch all aspects of daily life including information search
access, online shopping, travel, sports and entertainment.
Tencent also boasts an
increasingly mature content ecosystem spanning more than seven
major segments including gaming, film/TV series, sports, music,
news, novels and anime. Capitalizing on its content resource and
social media power, Tencent has
established an integrated intellectual property-based marketing
ecosystem. "In China, Tencent might
be the only company that has the ability to create a 'universe'
that covers all types of content while with culture at the heart,"
said Steven Chang. Few companies
have the depth of expertise and capabilities to build this type
IP-based marketing system. Tencent's endeavor in this respect
brings new ideas and inspires new opportunities for digital
marketing across the globe.
Data and technology power the Tencent's innovative solutions. At
AdWeek, Steven Chang discussed the
company's charity initiative that won gold award at the Cannes
Lions International Festival of Creativity, which helps identify
missing people through Tencent's powerful face recognition
technology - a combination of Tencent Cloud and artificial intelligence (AI).
Tencent works with advertisers by
sharing its huge amount of user data and leveraging Tencent Cloud and latest AI technology to get
accurate and the most specific user insight.
Based on connectivity, powered by content and social media,
Tencent is pushing
boundaries leading marketing innovations. Through new
business ecosystem combining product, data, technology, content,
media and platform, Tencent covers
all daily life scenarios and the entire industry chain, helping
brands get in-depth consumer insight, forecast the market and make
smart marketing decisions. "Collectively, Tencent's products form a
'connector' which is not just changing the way people live and
think, but redefining the way brand communicates with
consumers."
Get Ready for the Future by Illustrating Four Pictures of
Chinese Digital Commerce
At Advertising Week, Tencent
discusses the four major sectors where it has been most impactful.
Below are the fastest-growing fields in China that highlight Tencent's view on the
future of digital commerce:
The power of content beyond regular advertising. Building
out its mix of content products, Tencent's content matrix will
approach users in different ways. In addition to enhancing
Tencent's platforms' influence, it can create broader yet
deeper impact on various groups of consumers, amplifying brand
communication via Tencent's influence. The diverse types of
content cater to the demands of different levels of consumers,
enabling brands to reach out to specific groups of audience. Native
ads can help brands influence consumers in a soft manner, making
marketing activities more effective.
Social commerce empowered by cashless payments. Today's
China is becoming a cashless
society - WeChat Pay supports 600 million mobile payment
transactions daily. Cashless, O2O, smart recommendation and select
products have become new trends of consumption. By taking advantage
of its social and media platforms such as WeChat, QQ, Tencent Video and Tencent News where users are highly active,
Tencent is connecting social and
commerce to meet consumer needs and even further stimulate
purchases through social media. Primary experiments of social
commerce such as WeChat Moments ads will create more possibilities
for brand marketing and sales conversions.
Imagination of interaction simulated by virtual content.
Consumers show new demand as more and more people are willing to
pay for quality virtual content. For instance, paying users account
for 16 percent on Tencent Video,
which is close to that of Netflix. However, changing consumer
demand has led to a new way of O2O marketing which realizes sales
conversions offline (organizing IP-featured brand events to
stimulate purchase) through joint work to utilize IP online
(IP-based brand placement and cooperation to amplify brand
influence). The boundary between virtual and real worlds is being
removed as online marketing and offline sales are being aligned,
creating more chances for brands to grow their revenues through
marketing campaigns.
Commercial model 360 disrupted by technology. Traditional
businesses are being disrupted -technology is leading to new
business models in customer relationship management and retail.
Antifraud management, VR/AR sales counters and innovative retailing
models continue to grow in these fields. Going beyond social media,
Tencent's ecosystem is evolving towards a business platform.
At Advertising Week New York, Tencent communicated China's advanced digital business
philosophy. Tenecent built a high-profile image of
Chinese digital commerce to rise on the global stage. "Chinese
internet companies will continue to export their innovations and
imaginations to the world," concluded Steven Chang.