When in Beijing stop of the Tencent MIND•2008 Effective Online Marketing Conference, there were comprehensive discussion among all the participants and eventually the preliminary understanding of contemporary online marketing are expected. Beyond that, the Shanghai leg of the conference will offer more information from practical and strategic insights perspective that focusing on the actual operation standpoint of online marketing.
13:00-13:30 Registration
13:30-13:35 Welcome Remarks (5min)
Pony Ma, Chairman & CEO, Tencent
13:35-14:25 Keynote Speech A (50min)
Trend: Integrating Digital into the Marketing Plan
ProfessorDon Schultz
Based on years of studies and experiences, Professor Don E. Schultz will share his views of the new trends in online marketing. Generally the traces of trend are in similar direction in both worldwide and China market. These developments require companies must putting online marketing as the core strategy for integrated marketing communication (IMC).
More importantly, today’s online marketing requires the understanding of the consumers’ real behaviors from a new perspective, whilst to find the touch points of online branding fitting in with them.
Professor Schultz, father of IMC, will share his latest work on how the Internet environment and the online behaviors will profoundly and extensively influence IMC, as well as his insights on the future direction and specific methodologies of online marketing.
14:25-14:55 Keynote Speech B (30min)
Open Your Mind to Effective Online Branding Solution
SY Lau, Executive Vice President, Tencent
With the development of Internet, the habits and behavioral traces of the consumers have completely gone beyond traditional notions, and therefore current online advertisement placement and marketing models need new cut-in points.
Study of consumer’s behaviors is the important preconditions of marketing strategies, and online marketing requires the fully understanding of online behaviors of target consumers to realize the consumer-centric marketing planning. The Tencent MIND effective online marketing system is based on the extensive study of online users, to understand the trajectories of their online behaviors through continuous research, and to eventually come out with a comprehensive touch points between media platform and consumers.
As the most influential online platform in China, the Tencent platform (QQ.com) has been growing and interacting with large numbers of users over the years. Tencent’s knowledge of these user groups is the most powerful and unique advantage of its marketing platform, and is also the implementation foundation of its effective online branding solution “Tencent MIND”.
The speaker will share the practices of “Tencent MIND”, the latest work on the consumers, and the tools of “Tencent MIND” that can help companies really move towards effective online marketing.
14:55-15:25 Keynote Speech C (30min)
Challenge: Corporate Branding Online Marketing Strategy in New Internet Era
Kerri Hoyt-pack, Brand Connections Director, Nike China
Internet development has caused a series of changes in the lifestyles of consumers, their expression of interests, and their behavioral habits. The online marketing strategies of companies must be aligned with these developments, so that they can communicate with the consumers through new visions and in new forms.
As an industry leader, NIKE has successfully responded to these developments proactively, and has served as a pacesetter for online marketing in the Internet age through new mindsets, new communication topics, and new communication channels. At this conference, NIKE will continue to share with the audiences on how they have started from getting to know today’s consumers to successfully develop corresponding products catering to the behavioral habits of different groups through a series of successful cases, such as NikeID, Parkour (in cooperation with Tencent), and the NIKE sports community, etc.
15:25-15:40Tea Break (15min)
15:40-16:10 Keynote Speech D (30min)
Exploration: Building Competitive Advantages Through Online Marketing
Jason Song, Brand Director, Unilever China (Wall’s)
The development of the Internet has provided an unprecedented opportunity for the realization of interactive marketing. Many companies, based on the characteristics of their own industries, have taken the lead to make active responses and have succeeded in so doing. At the same time, there are also some industries and companies that are still in the stage of observations and studies.
They are thinking about and working on how to transplant the successful experiences from traditional marketing fields into the online marketing field. Consumer’s behaviors are different in traditional fields and in online field. The value difference between traditional media and interactive media, and the difference between traditional marketing and online marketing in terms of the effectiveness have become the key points to consider when comes to online marketing.
The case of Unilever shows that the company emphasizes exploration and research. Through long-time attention and experiment, they have gradually shifted from traditional marketing to online marketing, and have effectively improved their competitive advantage by engaging the consumers in the form of online interaction.
16:10-16:40 Keynote Speech E (30min)
Innovation: Connecting with Consumers Online
Akiger, Marketing Service Director, Coca-Cola China
The biggest leapfrog of online marketing is the process to shift from common one-way passive contact to the interaction between businesses and consumers. In this process, businesses need to achieve the objective of marketing by improving the interactive experience of the consumers.
Coca Cola as a typical innovative company will share its successful cases studies with companies that are still hesitate about online marketing.
Using the Coca Cola online torch relay event as an example, the speaker will explain how to use online marketing channels to build a platform for the interaction between consumers and the brand, how to organically combine information collection, communication, self-expression, entertainment, and transactions to realize the online interaction between the company and the consumers, and how to learn the ideas, the preferences and the requirements of the consumers through these interactions, so as to improve the value of the brand among target consumer groups.
16:40-17:20 Panel (40min)
Improving ROI, Achieving Online Marketing Effectiveness
Moderator：Chris Reitermann, President China, OgilvyOne Worldwide
Guests：
J. Alfonso A. de Dios, Associate Director, Greater China Media Dept., P&G
Ruth Stubbs, CEO Asia Pacific, GroupM Interaction
Hans Yu, CEO, ChinaRank|Nielsen
Gloria Lam, General Manager, MRM Worldwide Shanghai
SY Lau, Executive Vice President, Tencent
”How to improve the ROI of online marketing” is the first question that needs to be answered by marketers.
The guests will discuss how to improve the Return on Investment (ROI) from 4 perspectives: the effective way of targeting customers, the improvement of valid coverage and valid clicks, the management of creation optimization, and the tracking & analysis system.
The guests will share the classic case studies from different backgrounds and notions and from the perspectives of companies, media and online marketing leaders respectively, and will also discuss the mainstream approaches currently adopted by Internet marketers as well as the methodologies they are expecting or are trying to test.
17:20-18:00 Keynote Speech F (40min)
DigiMarketing: The New Imperative
Kent Wertime, President, OgilvyOne Asia
Digital media and marketing have rapidly gone from “new and niche” to “mass and mainstream”.And in the next few years, digital marketing is set to become a predominant part of more marketers’ budgets. Consequently, user-generated content, social networking and various digital marketing topics such as search, blogging, and behavioral targeting are “must-know” issues for any marketing professional.DigiMarketing is the new imperative for marketers.
How ready are marketers to make the shift to DigiMarketing?What new concepts and ways of thinking will characterize that shift?And what will be the key challenges in the DigiMarketing future?
This presentation by Kent Wertime, President of OgilvyOne Asia and author of DigiMarketing, will address the key topics related to this new imperative. Peppered with examples and best practice learning, this speech will get to the heart of the forces that are evolving the way more companies must do business today.
18:00-18:05 Closing Remarks (5min)
SY Lau, Executive Vice President, Tencent
18:30-22:00 Dinner |
