Chairman Of The International Advertising Association: Digital Technology Is The Driving Force Of New Marketing.

In from October 22 to 24, 2010, the 2010 China EFFIE awards ceremony was held in Nanchang, Jiangxi. During the period, the first interactive effectiveness award awarded by Tencent MIND was awarded. Tencent network as exclusive network cooperation, Tencent micro-blog as an exclusive micro-blog cooperation live broadcast award ceremony.

This China International Advertising Festival will last for 3 days and will be closed on the 24 th. 2010 of China's EFFIE awards have attracted much attention, attracting great leaders from the global advertising industry and giving excellent speeches.

　　 Alan Rutherford, chairman of the International Advertising Association (IAA) It was published at the meeting. speech Points out that digital technique yes The driving force of new marketing 。

According to statistics, at present, 26% of the world's population uses the Internet. It is predicted that this proportion will double by 2015, and the development trend of digital new media will be irresistible.

Alan Rutherford believes that technology has changed or even redefined the delivery of advertisements. "We all understand the" one to one "characteristics of online media, and more advanced technologies include data collection and analysis.

He also proposes to pay attention to the problem of overcapacity in the world. Alan Rutherford thinks manufacturers and advertisers are in excess production. "Taking the automotive industry as an example, the annual production of eighty million cars and trucks worldwide, and the demand of consumers is only sixty million."

But in this case, the increasing demand for differentiation means a brighter future for the marketing and advertising industry. Alan Rutherford said.

He also pointed out that the problem of talent is the biggest problem facing the advertising industry. "Advertising and marketing need to be treated as a professional service industry, while the advertising industry has not given enough attention to recruitment and training."

For the problem of how to develop the advertising industry in the global context, Alan Rutherford also gave his own view. He believed that the development of China's advertising industry should not break the relationship between the three advertisers, advertising agencies and the media. It should innovate the way of advertising, pay attention to talents, and at the same time, the Chinese Advertising Association must shoulder the responsibility.

"The China Advertising Association should play a leading role in the development of China and even Asia and the world. Perhaps you have never thought that it will become the second of the world, but only challenge the ambition of the global advertising industry. Anyway, IAA is very happy to help you achieve your goals. " Alan Rutherford put forward his ardent expectations. {page_break}

　 The following is a speech by Alan Rutherford, chairman of the International Advertising Association.

I am very honored to be invited to participate in the seventeenth China International Advertising Festival.

As chairman and President of Global Advertising Association (IAA), I was invited to express my views on some basic issues facing the advertising industry. The International Advertising Association has more than 5000 members in over 70 countries, and is supported by many large global corporations, agents and media.

In May this year, the IAA Global Advertising Conference was held in Moscow. The conference is sponsored by the Moscow municipal government. In recent years, Moscow mayor has become increasingly aware of the important role of advertising in Russia's economy, so he hopes Moscow will take the lead in this regard.

Next, let me first summarize some of the learning experiences of the Moscow IAA Global Advertising Conference, and then I would like to talk about the inspiration for China's advertising industry.

　 1. the world is getting smaller and smaller, and the similarity between countries is growing.

Therefore, markets can learn from each other and interact with each other.

The speed of economic development in different countries is different. Western development is slowing down, and what we call developing countries before is developing rapidly. BRICs market is driving global development.

But what we should stress here is that we are now a big market. "Developing" countries are more developed and the global economy is more balanced.

　　 2. global overcapacity concerns

Manufacturers and advertisers are in excess production.

The automobile industry is a good example. Every year, eighty million cars and trucks are produced worldwide, while the demand for consumers is only sixty million.

Volvo has just been acquired by Chinese enterprises. After the merger, the capacity has not changed. The surplus problem still exists, but it is changed to a country.

The increasing demand for differentiation means a brighter future for the marketing and advertising industry.

　　 3. the increasing demand for talent is the biggest problem we face.

Advertising and marketing need to be treated as a professional service industry, while the advertising industry has not paid enough attention to recruitment and training.

Our industry is weak in human resources, and Goldman Sachs and McKinsey are particularly focused on investment in talent. They not only recruit, but also train and try to retain talent.

　 4. technology has greatly changed the marketing world, and consumers spend 1/3 of their media time on digital media.

Digital technology is the driving force of new marketing. At present, 26% of the world's population uses the Internet. According to the forecast, this proportion will double by 2015. The development trend of digital new media will be irresistible.

The popularity of smart phones has made mobile phones an increasingly important channel. The growth rate of mobile Internet users is higher than that of traditional Internet users. At present, the number of mobile phone users in China is two times that of the US population.

At the same time, technology has changed or even redefined the delivery of advertisements. We all understand the "one to one" characteristics of online media, and more advanced technologies include data acquisition and analysis.

　 5. the relationship between advertisers and agencies is at an unprecedented low.

The loss of trust and respect... Rebate question... Procurement is shady.

Last year, we experienced the biggest scale in history. No doubt, profits will plunge into crisis.

There are many public negative news between advertisers and agencies, some of them even went to court.

Some of our media owners have accused agents of making kickbacks the top priority of negotiations.

At present, the purchasing department has greater responsibility than the marketing department in the matter of agency relationship. The world seems to put the cart before the horse.

6 marketing methods need to change.

Nowadays, consumer oriented marketing strategy is no longer a problem, the problem is how to satisfy them.

We always try to differentiate the brand. Now we need to stand in the consumer's perspective and consider consumer demand first.

How can we improve the life of consumers? What role can brand play in consumer life or solve problems? For individuals, how brands help them bring real benefits to them. Optimizing the brand value chain is out of date. Now we have to pay attention to the value chain of consumers. {page_break}

So today I want to talk about how to develop China's advertising industry in the global context. I will focus on the following four points.

　　 1, do not break the relationship between advertisers, advertising agencies and the three media. They are the three most important bodies in the market. We should encourage transparency, recognize each other's commercial value, pay reasonable expenses, and create interests together.

　 2, operate advertising in an innovative way. Understand user's application to digital technology and integrate digital technology into advertising campaign. Especially in traditional marketing, digital marketing should be added, combined with users' new behavior preferences, and brand communication can be carried out in a measurable, efficient and innovative way.

　　 3, pay attention to talents. If we do not hire and train the best and most creative talents, the whole industry will suffer losses. This is not easy because we are not professional HR or training institutions.

　　 4, the China Advertising Association must shoulder its responsibilities. This is a market with great potential and will soon develop into the second largest advertising market in the world. The Advertising Association of China should play a leading role in the development of China and even Asia and the world. Perhaps you have never thought that it will become the second of the world, but only challenge the ambition of the global advertising industry. Anyway, IAA is happy to help you achieve your goals.

My speech is here, I hope to help you. Thank you for listening.