Future of the Cloud and Marketing -- A Dialogue Between Tencent and Cloud Strate
Source: Tencent
Steven Chang, Corporate Vice President of Tencent, met with cloud computing strategist Joe Weinman at a Tencent MIND workshop about the cloud today. Centering around subjects such as big data of the internet media and algorithmic marketing, they engaged in an inspiring dialogue on how the cloud impacts marketing in the era of mobile internet. It was particularly revealing on how advertisers and media platforms can best enhance their competitiveness by cloud technologies.
Joe Weinman presented the dramatic impact of the cloud on current business models, marketing and consumer relations, as described in his latest book Digital Disciplines: Attaining Market Leadership via the Cloud, Big Data, Mobility, Social Media, and the Internet of Everything. In particular, he shared four digital disciplines, which were information excellence, solution leadership, collective intimacy and accelerated innovation. It was highlighted that in the digital era, these digital disciplines were key to success in production and marketing.
Afterwards, Weinman was joined by Steven Chang to discuss the relevance between "Cloudonomics" and marketing, the different usage of cloud computing in China and the rest of the�world, and new marketing opportunities for the future presented by this technology.
Chang pointed out that we have entered the era of Web 3.0, an era of fiber optic broadband, mobile internet, post-PC, cloud computing and big data. As our daily lives are being transformed through digitalization, interactions between brands and users have shifted from a physical environment to a virtual one that contains various digital platforms.
In the future of marketing, though user interaction remains imperative, a valuable asset to the competitive edge of a brand will be its ability to communicate with users' mobile devices. Eventually, the competitive advantage between brand marketers will no longer be about creativity alone. The main battlefield will shift to the field of data management and the ability to adapt to digitalization.
By utilizing technologies such as big data, cloud computing, cross-device synchronization, and GPS tracking, Tencent is capable of offering ad placement that targets all scenarios both online and offline. It takes into account information such as the location of the user, time of the day and the purpose of their journey before sending any relevant ads to the user. This allows the ad to reach its target audience without compromising user experience, while increasing the competitiveness of the campaign from a number of dimensions.
Discussing the application of cloud computing to marketing, both experts agreed that many brands have been very successful in adopting cloud technologies. In particular, Chang pointed to a groundbreaking digital campaign between Tencent and Burberry.
As a long-term partner of Tencent, Burberry is often recognized as one of the most innovative brands that incorporates a digitalized user experience in its strategy. For the grand opening of its biggest flagship store in the Asia Pacific region, Burberry and Tencent together created a digital campaign that successfully maximized its audience reach. The campaign developed a "parallel" experience by leveraging the influence of Tencent Video, WeChat, Weishi (an app for sharing short videos), and the QQ.com Fashion channel. This produced a real-time immersive experience for those unable to attend the ceremony in person.
Cloud computing is widely applied in a number of Tencent products. For example, user accounts of Tencent Video and Penguin TV are interconnected, which allows synchronization and interaction across various screens. Tencent will continue to help advertisers and marketing partners win in the burgeoning China market in the era of the cloud.
About Tencent:
Tencent uses technology to enrich the lives of Internet users. Every day, hundreds of millions of people communicate, share experiences, consume information and seek entertainment through our integrated platforms. Tencent's diversified services include QQ, Weixin/WeChat for communications; Qzone for social networking; QQ Game Platform for online games; QQ.com and Tencent News for information and Tencent Video for video content.
Tencent was founded in Shenzhen in 1998 and went public on the Main Board of the Hong Kong Stock Exchange in 2004. The Company is one of the constituent stocks of the Hang Seng Index. Tencent seeks to evolve with the Internet by investing in innovation, providing a hospitable environment for partners, and staying close to users.
About Tencent OMG:
Tencent Online Media Group (OMG) operates all of Tencent's online media services and platforms including: video-streaming service Tencent Video (v.qq.com), online news port Tencent News (qq.com), Tencent's microblogging platform Tencent Weibo, and other related services. This diverse range of services are all available via PC and mobile devices. The mission of OMG is to become a world-leading media group delivering rich and valuable content to its ever-broadening user base.
Since its launch in 2011, Tencent Video has offered enriched content to Chinese audiences. In 2014 it became the platform offering the largest number of British and American dramas in China. In December 2014, an average of 50 million users accessed Tencent Video daily on their mobile devices, while the business group also has a 3,000-square-meter broadcasting complex to produce high-quality original programs. It is one of the most sophisticated complexes in Asia owned by a new media company. In January 2015, an average of 250 million users read Tencent News via mobile daily. Tencent will continue to enrich its app to bring latest news to its users at their fingertips.
| }
|