Advertising Week Asia: Tencent Reveals Marketing Solutions in Digital Era

TOKYO, May 31, 2017 /PRNewswire/ -- On May 30, Steven Chang, Corporate Vice President of Tencent, and Ann Wang, General Manager of Tencent Performance Advertising Solution, were invited to attend Advertising Week Asia, sharing their insights on the development of China's internet in the digital era with top leaders in business and other fields, and outlining Tencent's innovations in mobile marketing.

Over the last decade, China has become a major force in mobile Internet, with the number of users consistently ranking first in the world. More than 731 million users in China obtain information, interact socially, and purchase O2O services via the Internet[1]. The enormous potential of this market is being tapped and released by Internet companies led by the trio of "BAT" (Baidu, Alibaba, Tencent).

As one of the top global Internet players, Tencent serves 938 million Weixin & WeChat users throughout the world[2]. In China, mobile users spend more than 55% of their online time on Tencent platforms, including QQ, Qzone, Weixin, Tencent Video and Tencent News. The company is working to enhance brand value for partners through its rich product matrix, abundant data resources and leading technological advantages.

"We apply technologies and platforms to connect people quickly and effectively," Chang said. "In this way, we are able to help companies around the world to enrich their brands through marketing on Tencent platforms."

Easing Users' Pain Points with Innovative Technology

While their personalities may vary, the current young generation shares a common passion for experiencing and participating. Experience-based marketing has emerged in response giving birth to a range of brand new innovative technologies, including virtual reality (VR), live broadcasting and big data analytics.

When entering Chinese market, British luxury brand Burberry faced difficulty in catering to the youth market. But using its insights into young people's social attributes, Tencent employed H5 technology to create an immersive and interactive WeChat experience for Burberry's newest flagship store opening in Shanghai. Users could interact with Burberry's Weixin Official Account, and were also encouraged to follow up the information around the show in any place at any time. By this campaign the UV of Burberry's Weixin Official Account soared, leading to a remarkable boost in the brand's sales. Tencent helped give birth to another success story with Coca Cola, using data accumulation and analytics to create personalized social content -- the "Golden Moment" -- on Qzone to generate social buzz that resonated with consumers.

Enhancing Marketing through Multiple Channels

In this era of interconnected information, marketing decision-makers must embrace a wider vision and develop one-stop marketing services attuned to users' consumption habits. Tencent's horizontal-vertical layout of its marketing platform is one of its unique advantages, with a long-established comprehensive media matrix able to streamline the mobile-oriented marketing ecosystem, allowing advertisers to meet consumers in a multitude of daily life scenarios. As Ann Wang said in her remarks at Advertising Week Asia, "The mobile app ecosystem and data management platform provided by Tencent are helping advertisers to accelerate their business growth in China, in both brand and performance."

Working with BMW X1, Tencent created a stunning live broadcast launch ceremony, shown simultaneously on v.qq.com, live.qq.com, Tencent VR, and Weixin. The event was tailored to fit a range of consumer use scenarios and gained enthusiastic feedback from viewers. The multi-platform method leads the new trend of launching marketing strategies in achieving exposure and improving brand volume. In another case, Starbucks promoted "SAY IT WITH STARBUCKS", a new social gifting feature on Weixin, enabling users to instantly and conveniently gift a Starbucks beverage or a digital gift card. The gift cards could also be used for consumption in retail stores, which innovatively drove online to offline conversions.

With deep roots in the Chinese market, Tencent boasts a spirit of self-renovation and constant innovation, the crucial ingredient to success in leading digital era. As Steven Chang said in his remarks, "In the age of Internet Plus and the sharing economy, our life and business are being transformed by technology and digital media. Let's unlock tomorrow together."

About Advertising Week Asia

Advertising Week Asia makes its return to Tokyo from May 29 - June 1, 2017 for a week of inspiring thought leadership, entertainment and special events that celebrate the industry and its talent. During The Week, the brightest minds in the business from the marketing, advertising, technology and entertainment industries come together in Tokyo to join in key conversations designed to drive business forward and influence the global industry.