China Interactive Advertising Summit Forum: "Internet +" Driving Regional Economy

At present, China's economy is undergoing pformation, and regional economic development has entered a new active period, showing a noticeable new trend.

Regional marketing is expected to become "

"Next to drive the regional economic growth of the next draught.

At present, Tencent has launched a deep cooperation with regional partners to provide customized marketing solutions to local customers to meet the needs of brand customers' regionalization and the brand demand of regional customers.

At present, Tencent's content and information platform is in depth layout of the "Internet +" strategy, and at the same time hand in hand with the ecological partners of many industries such as medical, pportation, finance, O2O, tourism, education, and so on, forming a "connection" matrix with more regional subsidence capability.

At the China interactive advertising Summit Forum of the 2016 China International Advertising Festival, the regional economic development and Internet Strategy Forum, Liu Yao, general manager of the media Revenue Management Department of Tencent network media group, and Zhao Qiang, general manager of Regional Development Department of Tencent network media business group, respectively, introduced the strategic layout of Tencent in the regional market.

Tencent has a deep insight into the relationship between "Internet +" and regional economic development. Its leading strategic layout and array of eco products will enhance regional brand competitiveness.

At the forum, Zhao Qiang delivered a speech entitled "Internet + helping regional economies".

In his speech, he said that Tencent "connected" as the company's strategy to help the regional economy.

The rise of regional brands has made regional marketing more active and is expected to become the next draught.

In the subsequent dialogue session, Liu Yao, as a host, discussed the topic of "Internet + regional brand building" with representatives of Tencent, advertisers, representatives of agents, and representatives of third party monitoring companies.

Through lectures and dialogues, Tencent interprets its own insight into regional marketing under "Internet +" and introduces it.

Products and solutions for regional marketing.

In his speech, Zhao Qiang mentioned that the "lost link" was a pain spot in China's regional economy. Now, with the improvement of the popularity rate and mobile trend of urban and rural Internet in China, the connection based on "Internet +" has already been integrated into regional life like water and electricity.

Tencent, which is "connected" as the company strategy, is helping regional economic development.

Zhao Qiang mentioned that with the extension of "Internet +", regional online consumption is gradually emerging, and China's urban economic system is being reconstructed.

It can be seen that the long tail effect of the low line cities in driving the economy is obvious. Some regional brands are rising rapidly, bringing about new innovations in the Internet marketing, and creating more and more explosive regional products.

According to the specific demand of the client, Tencent's programmed purchase products can integrate high quality media resources such as Tencent video, Tencent news client, Tencent network, mobile phone network and so on. Relying on the big data platform, through the regular, visible and visible advertising paction mode, we provide small brand budget advertisers with small budget, cross media and cross terminal advertising solutions for regional brand advertisers.

This year, Tencent further launched the Chi Huitong advertising service product with low price threshold and flexible form, and customized innovative products for key industries such as real estate, tourism, government and enterprises.

It helps regional advertisers to reach a wider range of consumers.

On the forum of "Internet + Regional Brand Co Construction", Liu Yao and guests present an in-depth discussion on the challenges and opportunities faced by regional marketing.

Chen Lijuan, general manager of Shenzhen thick Technology Co., Ltd., referring to the characteristics of regional customers, said: "the demand of regional brand owners is complex, advertising experience is insufficient, and budgets are relatively low.

The fundamental way to satisfy their needs is to achieve visible, product and effect advertising effect through the most direct and effective marketing means.

In order to meet the needs of regional advertisers, Tencent has launched a series of solutions.

Tencent network media business group advertising platform product category product product center director Zhou Jiancheng: "Tencent has been developing suitable regional customers advertising product solutions, in addition to the already launched news client local page card, intelligent sink solution, Tencent will also launch the advertising marketing guidance plan in the future, covering the marketing decision making chain, from brand building, advertising material selection to advertising, sharing experience with regional advertisers. Meanwhile, Tencent will monitor the effect of the product timely through technical means, and provide the advertisers with further guidance.

In order to reduce the advertising threshold and accurately touch the target audience, Tencent will also open big data solutions.

Liu Huancheng, vice president of Jindu group and general manager of brand customer department, "at present, the development of China's advertising industry has been in line with international standards, and the methodology of advertising is also very sound.

However, for regional advertisers, combined with local economic characteristics, media characteristics and consumer characteristics, a customized regional delivery methodology is the most needed.

In addition, facing the numerous and huge demand, the self-service advertising solution provided by Tencent is very popular with advertisers and regional agents. We also hope that Tencent will develop more diversified products in the future and provide more flexible forms of advertising for regional customers.

Liu Yao said that for regional customers, the measurement of marketing effectiveness needs to cross advertising forms and advertising products, covering both online and offline. This also poses new challenges to the third party monitoring.

In response, Li Puqing, vice president of AC Nielsen, said: "the potential of regional economy is unlimited, but it is also changeable. Its development determines the future development of China's economy.

Similarly, influenced by economic development and the change of media form, the composition of regional consumers has become more diversified, which challenges the accuracy of advertising delivery and the standards and means of monitoring results.

Nelson and Tencent will work together to build a suitable solution for regional advertisers.

Cai Yicheng, founder and chief executive officer of AdMaster, said: "regional customers' cognition of technology is relatively scarce. They need to work together to carry out long-term education for the market.

In order to meet the diversified needs of regional advertisers, AdMaster will make use of its accumulated experience for years to integrate various indicators through technical means, so as to establish a more convenient and convenient monitoring system for customers in regional markets.

In the case of the absence of regional digital media and the incomplete matching of industry chain and regional customer demand, how should the media integrate development? Hu Jiajing, director of East China Regional Channel Development Department of Tencent network media group, said: "the regional market position of the media is diversified. First, the media should better help the regional customers to complete the brand communication. At the same time, they should also take the social responsibility of the mainstream media and stick to the bottom line of the value.

As the mainstream media, it is not just to sell traffic, but to help customers build a brand image. "

Liu Yao finally mentioned that technology is a weapon, not an obstacle, and that the future development of regional economy will have an immeasurable potential.

With in-depth regional "Internet +" strategy and the marketing platform and products launched for regional brands, Tencent has further deepened its value as a "connector" in the region, and has provided a convenient, effective and precise marketing platform for the regional brand to become bigger and stronger. It further catalyzes the commercial and consumption potential of the region and boosts regional economic development with the power of "Internet +" connection.

The emergence of Tencent wisdom exchange makes brand advertising and effect advertising closely linked. It can realize four functions from strategy formulation, creative design, data operation to team cooperation, covering the whole chain of consumer decision making.

The integration of brand advertising and effect advertising has reached the "oneness", helping regional marketing achieve maximum value and satisfying advertisers' demand for ROI.

In order to meet the needs of regional brands in pursuit of lower cost threshold and more flexible way to put money into marketing, Tencent has launched Chi Hui Tong advertising marketing platform.

From the advantages of products to the pertinence of solutions, Chi Hui Tong is tailored for the regional brand advertisers.

Chi Hui Tong reduces the threshold of brand marketing for regional customers in terms of rights and interests protection, and ensures that advertisements can be seen. Relying on Tencent's powerful communication resource matrix, it covers all levels of users in different cities and regions.