Welcome!

IoT User Interface Authors: Elizabeth White, Scott Allen, Carl J. Levine, Ed Featherston, Liz McMillan

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.

@CloudExpo Stories
Fifty billion connected devices and still no winning protocols standards. HTTP, WebSockets, MQTT, and CoAP seem to be leading in the IoT protocol race at the moment but many more protocols are getting introduced on a regular basis. Each protocol has its pros and cons depending on the nature of the communications. Does there really need to be only one protocol to rule them all? Of course not. In his session at @ThingsExpo, Chris Matthieu, co-founder and CTO of Octoblu, walk you through how Oct...
As ridesharing competitors and enhanced services increase, notable changes are occurring in the transportation model. Despite the cost-effective means and flexibility of ridesharing, both drivers and users will need to be aware of the connected environment and how it will impact the ridesharing experience. In his session at @ThingsExpo, Timothy Evavold, Executive Director Automotive at Covisint, will discuss key challenges and solutions to powering a ride sharing and/or multimodal model in the a...
SYS-CON Events announced today that Tintri Inc., a leading producer of VM-aware storage (VAS) for virtualization and cloud environments, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Tintri VM-aware storage is the simplest for virtualized applications and cloud. Organizations including GE, Toyota, United Healthcare, NASA and 6 of the Fortune 15 have said “No to LUNs.” With Tintri they mana...
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
IoT is fundamentally transforming the auto industry, turning the vehicle into a hub for connected services, including safety, infotainment and usage-based insurance. Auto manufacturers – and businesses across all verticals – have built an entire ecosystem around the Connected Car, creating new customer touch points and revenue streams. In his session at @ThingsExpo, Macario Namie, Head of IoT Strategy at Cisco Jasper, will share real-world examples of how IoT transforms the car from a static p...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
From wearable activity trackers to fantasy e-sports, data and technology are transforming the way athletes train for the game and fans engage with their teams. In his session at @ThingsExpo, will present key data findings from leading sports organizations San Francisco 49ers, Orlando Magic NBA team. By utilizing data analytics these sports orgs have recognized new revenue streams, doubled its fan base and streamlined costs at its stadiums. John Paul is the CEO and Founder of VenueNext. Prior ...
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, will discuss the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports. The session will include a working demo and a technical d...
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
The many IoT deployments around the world are busy integrating smart devices and sensors into their enterprise IT infrastructures. Yet all of this technology – and there are an amazing number of choices – is of no use without the software to gather, communicate, and analyze the new data flows. Without software, there is no IT. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the protocols that communicate data and the emerging data analy...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
SYS-CON Events announced today that eCube Systems, a leading provider of middleware modernization, integration, and management solutions, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. eCube Systems offers a family of middleware evolution products and services that maximize return on technology investment by leveraging existing technical equity to meet evolving business needs. ...
Creating replica copies to tolerate a certain number of failures is easy, but very expensive at cloud-scale. Conventional RAID has lower overhead, but it is limited in the number of failures it can tolerate. And the management is like herding cats (overseeing capacity, rebuilds, migrations, and degraded performance). Download Slide Deck: ▸ Here In his general session at 18th Cloud Expo, Scott Cleland, Senior Director of Product Marketing for the HGST Cloud Infrastructure Business Unit, discusse...
Whether they’re located in a public, private, or hybrid cloud environment, cloud technologies are constantly evolving. While the innovation is exciting, the end mission of delivering business value and rapidly producing incremental product features is paramount. In his session at @DevOpsSummit at 19th Cloud Expo, Kiran Chitturi, CTO Architect at Sungard AS, will discuss DevOps culture, its evolution of frameworks and technologies, and how it is achieving maturity. He will also cover various st...
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of So...