Welcome!

News Feed Item

Tencent SY Lau Dialogues with Mr. Philip Kotler, the Father of Modern Marketing

China Practices Meet Western Marketing Wisdom

BEIJING, March 13, 2014 /PRNewswire/ -- Tencent, a leading provider of comprehensive Internet services in China, recently hosted the MINDSTORM forum on Managing the New Marketing in Beijing. Mr. SY Lau, president of Online Media Group and senior executive vice president of Tencent, led the discussion along with Mr. Philip Kotler, known as the father of modern marketing and a key force behind Marketing 3.0. The participants included over 100 marketing elites from local Chinese and multinational companies as well as media.

Tencent SY Lau Dialogues with Mr. Philip Kotler on Managing the New Marketing

The forum urges all marketers to be prepared for the opportunities and challenges brought by new media and technology, and re-defines marketing's value to brands in the era of the Internet. SY Lau iterated that the core of marketing is to create demand in the marketplace based on comprehensive understanding of consumer behavior, and to fulfill customers' needs by providing a superior product. Marketers in China must take the lead to build a bridge between marketing investments and business decision making. Mr. Kotler emphasized that marketing has to evolve, and the enterprise must shift toward more customer-led strategies if it is to last.

Marketing Will Never Die

"The rise of the Internet and big data makes old ways of doing marketing obsolete. Big data makes traditional research ineffective, and the rise of social media has fragmented consumer segmentation. The long-tail market has overturned the 20/80 rules," said SY Lau.

However, Mr. Kotler said the conclusion that "Marketing is dead" is overblown and that organizations need to adopt marketing strategies that match their new environment.

Mr. Kotler continued, "Consumers today are becoming increasingly empowered, and are playing a more active role in influencing consumption behavior within the community. The ignorance of consumer needs causes failure for many companies. CMOs will no longer stick to old traditions and will become more digital-savvy in the coming years."

Best Practices for Building A Marketing-Centric Organization

Being a link between consumer and media platforms, marketing is in the best position to detect business opportunities. Mr. Kotler emphasized, "In addition to its traditional role, marketers must do a good job in integrating media resources and enhancing digital marketing strategic planning. CEOs will view their marketing department as a front-end resource in allocating internal resources and understanding market trends."

SY Lau resonated Mr. Kotler's insights: "The rise of digital media further elevates the significance of marketing. The duty and mission of providing an enlightening user experience extends to everyone, from CEO to employee. Upholding the user experience is indeed the first call of duty for every Tencent employee. "

Marketing 3.0 Calls for "Shifting toward Humanism"

Mr. Lau fully agrees with Mr. Kotler that a company should take on corporate social responsibility and proliferate humanism. He encourages companies operating in China to have the courage to stand for something more in the eyes of their consumers.

Tencent, Lau said, is an Internet company that brings people together. Because of its wider range of product categories, from games, to media, to Internet finance, to eCommerce services, Tencent hopes it can inspire and empower a new generation of Chinese people to utilize the power of the Internet in a positive manner, to unleash their imagination, to unleash their productivity, and finally to realize their dreams.

Five Best Practices for Chinese Marketers

Based on shared understanding with Mr. Kotler on the tasks of the CMO (http://www.bainbridge.com.au/blog/philipkotlerdiscussesmarketing), SY Lau suggested these five best practices for Chinese enterprises to build marketing-centric organizations:

  • Look beyond the scope and duty of the marketing department
  • Measure the business value created by marketing over time
  • Consistently uncover actionable consumer insights
  • Embrace digital capabilities to unleash the power of big data in a way that results in more product innovation and escalations in business values
  • Regain consumer trust by returning to an integrity-based marketing culture.

"It was a rare opportunity to hear two marketing pioneers, Philip Kotler and SY Lau, lay forth their vision of marketing in the digital age. We in the MINDSTORM audience came away with fresh insights and ideas for making our businesses more marketing-centric, and therefore more successful," said Kaize Ma, marketing and consumer communications director, Great China Area, Nestle

Photo - http://photos.prnewswire.com/prnh/20140312/CN82636

SOURCE Tencent

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Everywhere we turn in our industry we can find strong opinions about the direction, type and nature of cloud’s impact on computing and business. Another word that is used in every context in our industry is “hybrid.” In his session at 20th Cloud Expo, Alvaro Gonzalez, Director of Technical, Partner and Field Marketing at Peak 10, will use a combination of a few conceptual props and some research recently commissioned by Peak 10 to offer a real-world consideration of how the various categories of...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deli...
SYS-CON Events announced today that Systena America will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Systena Group has been in business for various software development and verification in Japan, US, ASEAN, and China by utilizing the knowledge we gained from all types of device development for various industries including smartphones (Android/iOS), wireless communication, security technology and IoT serv...
While some vendors scramble to create and sell you a fancy solution for monitoring your spanking new Amazon Lambdas, hear how you can do it on the cheap using just built-in Java APIs yourself. By exploiting a little-known fact that Lambdas aren’t exactly single threaded, you can effectively identify hot spots in your serverless code. In his session at 20th Cloud Expo, David Martin, Principal Product Owner at CA Technologies, will give a live demonstration and code walkthrough, showing how to ov...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that EARP Integration will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. EARP Integration is a passionate software house. Since its inception in 2009 the company successfully delivers smart solutions for cities and factories that start their digital transformation. EARP provides bespoke solutions like, for example, advanced enterprise portals, business intelligence systems an...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
Existing Big Data solutions are mainly focused on the discovery and analysis of data. The solutions are scalable and highly available but tedious when swapping in and swapping out occurs in disarray and thrashing takes place. The resolution for thrashing through machine learning algorithms and support nomenclature is through simple techniques. Organizations that have been collecting large customer data are increasingly seeing the need to use the data for swapping in and out and thrashing occurs ...
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive ad...