Unraveling the Dynamics of China's Mobile Marketing Revolution

        Unraveling the Dynamics of China's Mobile Marketing Revolution

World's Fastest Growing Brand, Tencent, Participated in MMA Singapore Forum
2014; Tencent Online Media Group President, SY Lau, Presented Opening Keynote
Speech

PR Newswire

SINGAPORE, May 28, 2014

SINGAPORE, May 28, 2014 /PRNewswire/ -- President of Tencent Online Media
Group and Senior Executive Vice President of Tencent Holdings, SY Lau,
delivered the Mobile China keynote speech last week at the sixth Mobile
Marketing Association Forum Singapore (MMA Forum) - an annual meeting of
senior marketing executives from brands, mobile specific and digital agencies,
operators, technology enablers and other stakeholders of the mobile marketing
industry.

SY Lau, President of Online Media Group and Senior Executive Vice President at
Tencent, delivering the opening keynote speech at MMA Forum Singapore 2014

"100 years ago, the automobile became a symbol of the American industrial
revolution. Today, mobile internet is transforming how and where people work,
live, interact and consume in China," said Mr. Lau.

"With the largest internet user base and the largest number of mobile netizens
in the world, China is now pushing boundaries and leading change at the front
lines of the global mobile internet adoption. China has overtaken the US
across multiple mobile growth metrics, in terms of the number of mobile
internet users, mobile penetration and access to social media. Driven by
government policies that ensure fast development towards 4G infrastructure, a
growing ecosystem of new software applications and innovation advancements
that drive down technology cost, the Mobile market in China is set to boom."

Not just a Business Extension but a Disruptive Technology

"Mobile has overtaken PC Internet, TV, Print and Radio as the most important
media, with consumers in China spending over 40 percent of their time on the
platform. Businesses need to realize that Mobile is not just an extension of
business as usual, but is disrupting how and where people work, live, interact
and consume. We need to break away from traditional approaches to business and
marketing and adopt a fresh perspective when developing new products and
services," Mr. Lau said.

Mobile has also taken on an integral role in the consumer's purchase process
as a decision-making tool, with nearly 50 percent of Chinese mobile internet
users using the platform to search for dining and entertainment information to
support their purchase decisions. This demand has in turn driven the
development of mobile lifestyle applications, such as DidiDache- a leading
taxi service app in China, which meet consumers' lifestyle needs.

The pervasiveness of mobile technologies has also changed consumers' payment
notions. Mr. Lau said that Chinese consumers are now increasingly adopting
mobile payment due to the convenience of technologies such as QR-codes, and in
the process, changing their traditionally conservative attitudes towards
payment methods.

Three Emerging Key Trends in Mobile Marketing

A senior business leader at Tencent, Asia's biggest internet company, Mr. Lau
oversees the company's business related to news portal, video site and Tencent
microblog. In his speech, Mr. Lau also discussed how marketing needs to evolve
amidst these changes to focus on being an enabler, with a focus on creating
new cash points, to stay relevant and agile in responding to consumers
throughout the buying cycle as distribution becomes increasingly
decentralized.

Mobile technologies have altered the way people connect with information,
people and businesses. It is disrupting the way they live and changing the
role of marketing. With growing demand for utility-based mobile services,
brands need to go beyond simply persuading consumers to purchase a product and
instead take on the role as supporters and enablers by providing purchase
recommendations and offering a range of services. With advancements in data
analytics, marketers can gain deeper insights over consumer behavior and
tailor their content according to the consumer's age, gender and even
environment.

Mr. Lau highlighted that mobile has also altered the buying cycle, opening new
opportunities for closed-loop marketing. As mobile continues its growth, the
role of media in marketing is shifting from being simply a channel for
consumer touch-points to creating new cash points across the buying cycle. In
China, Tencent launched a campaign with Mercedes-Benz to offer automobile
sales through Weixin (the Chinese brand of the WeChat mobile app). In 3
minutes, 388 Smart cars were sold, 1,751 down payments were made and 6,677
sales queries were received. With consumers using mobile internet as a
dominant source of information in their purchase decisions, Mobile
technologies enable marketers to gather real-time information and intervene
content distribution channels to drive faster purchase cycles.

At the same time, consumers are expecting tailored marketing content that
cater to their personal preferences without intruding into their personal
privacy. With the rise of omni-channel retailing, customers are looking for
access to personal, consistent and convenient shopping experiences across
multiple platforms. As a result, content distribution is becoming increasingly
decentralized. Companies need to build their infrastructure and capabilities
for greater agility to respond to real-time, mass-customization demands.

Mr. Lau commented, "Business leaders and marketers need to embrace the changes
and tap into new opportunities that are emerging in the mobile revolution. The
road ahead is not without challenges, but the opportunity for business growth
is greater than the risks of ignoring the rising generation of digital natives
that are living in a new Mobile age."

Tencent was recently ranked by BrandZ as the world's fastest growing brand in
the world, represented by a 97 percent improvement in brand value. Tencent
also tops the charts as the most valuable brand within Asia.

Photo - http://photos.prnewswire.com/prnh/20140527/91177

SOURCE Tencent

Contact: Hub Consultancy, Hui Zhang, +86 21 6289 6636,
hui.zhang@hub-consultancy.com
 
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