May 8, 2019, the 2019 IAI Festival & 19th IAI International Advertising Award was successfully held at the Sony 4K studio of Communication University of China,Beijing
First day of 2019 IAI Festival brought together famous corporate brands, hundreds of companies and institutions at home and abroad, including CCTV, Weibo, Xiaomi marketing, Ali entertainment, TouTiao, Focus Media and other first-class brands and corporate executives participate in speeches and special forums.
2019 IAI Festival is hosted by the anchor of CCTV Luo Xiyue, ChangTing, YiLun. IAI is the annual industry gathering of industry innovation, commercial brand creativity, media marketing and brand advertising. 2019 IAI Festival focus on how the Chinese marketing community will confront "uncertainty" in the context of "uncertainty" in the market, how to play the marketing creativity to make the brand stand stably in the new era.
Liu Guangfei, executive chairman of IAI International Advertising Award, delivered a speech "challenges and ideas", pointing out that the theme of 2019 IAI Festival "challenges are uncertain, move on 2019" It is hoped that the enterprise will dare to challenge when meet the uncertain market with certain ability. As the annual industry gathering of industry innovation, commercial brand creativity, media marketing and brand advertising, IAI Festival is devoted to exploring how the Chinese marketing industry will confront "uncertainty" in the context of "uncertainty" in the market, how to play the marketing creativity to make the brand stand and stand stably in the new era, as well as in the new era of media integration where will traditional media go.
Professor Ding Junjie, principle of the school of advertising, Communication University of China and chairman of the IAI International Advertising Award, delivered a keynote speech on "challenge uncertainty, move on 2019". Professor Ding said that IAI international advertising award has gone through 19 years, and has always played a role as a marketing trend vane. Through this platform, IAI Festival organizers hope to help more Chinese advertisers connect with localization, and also help foreign companies to complete the transformation of localization when entering the Chinese market. The most prominent trend in 2019 is uncertainty. It is self-evident that this year's advertisers are reducing their advertising. In order to deal with the pain of the advertising industry and meet the uncertainty, the theme of 2019 IAI Festival came into being.
She Xianjun, director of the marketing department of CCTV advertising management center, made a keynote speech on "CCTV program of brand communication". She Xianjun has brought some thoughts and plans of CCTV advertising center, and provided CCTV plans for brand communication and market risk resistance in this irrational era with uncertainty in the future.
Zhang Xinxin, general manager of marketing and service center Weibo, discussed the strategies Weibo made to deal with the fluctuating market in the macro environment: using its strong hot convergence, content communication based on interest and social relations, and ripple like group resonance to put forward the "social first" service concept.
Wu Jielin, President of Weibo Marketing Research Institute, believes that China's millennials are the driving force for the growth of global luxury consumption in the future. Weibo, as a social media, is the primary channel for millennials' luxury consumption decision-making and the main gathering place for millennials' luxury interest groups.
Chen Gaoming, general manager of Xiaomi company's advertising and sales department, discussed the transformation of the relationship between brands and consumers in the era of big data, as well as the challenges faced by marketing in the context of 5g + AI + IOT technology development and market maturity.
Cheng Yanan, general manager of Key Account Sales Department of Alibaba entertainment intelligent marketing platform, put forward the integration of Alibaba entertainment intelligent marketing platform with eight top application scenario data, continuously expanding the user scale of different dimensions for advertisers, realizing the personalized communication of intelligent creativity, maximizing the demand of users, and enabling more mobile users to enjoy the intelligence brought by different life scenarios convenience.
IAI digital brand Research Institute released the 2018-2019 advertising marketing trend report jointly produced by ZhiMeng consulting. Based on the big data analysis of the 19th IAI international advertising award winning cases, the paper reveals the changes in the marketing industry in three dimensions. Xiao Mingchao, president in office, released ten major trends: integration of the old and the new, cross-border development, IP blooming, supporting the economy, scene reconstruction, healing marketing, e-Competition attracting, dimensionless, short and smart evolution.
Chen Yilu, CEO of WE Marketing Group Co., Ltd., and two other foreign guests, Marsha Lindsay and Julian Boulding, discussed the market trend of China and the four survival ways of the agency company, the key new role of the chief marketing officer in promoting growth, the intermediary in the future and the things needed for success.
In the field of outdoor marketing, Chen Peng, the partner of Focus Media and vice president of the group, proposed that "digitalization" is an inevitable trend of traditional media transformation. In the era of big data, customers' evaluation of advertising has changed from brand oriented and theoretical evaluation to effect oriented and refined evaluation. Digitalization transformation is inevitable. Focus Media points out that the standard of precision delivery of traditional media is precision delivery, and the product effect can be coordinated and the effect can be evaluated.
"Stock cutting" and "growth", media combination of brand launch, transformation of digital scene in the era of Internet of things and AI, impact of emerging media on traditional industries, cross screen interaction among media, etc. Xiao Mingchao, president in office of IAI digital brand research institute, presided over the forum. Zhao Gang, vice president of LiangPin store, Luo Yanhong, chairman of Beiguang media city TV, He Jin, co-founder of MaiMai, and Liang Zhiyong, general manager of Phoenix City media marketing department, expressed their views on the current continuous growth of opportunities, space and market.
On May 9, the second day of IAI Festival, the YiDianZiXun information strategy team launched a special debate in the form of debate, focusing on three perspectives: whether to focus on technology output or people-oriented, whether to be an opinion exporter or an emotional integrator, whether to be just or not to be wrong, and conducted a debate on the development of consulting industry.
Cao Xin, general manager of national business planning and commercial innovation center of Phoenix.com points out that digital marketing is a combination of technology and art. Phoenix Network believes that the inevitable trend of marketing is to show the truth and goodwill. In the process of marketing, whether to maintain malice or good will, whether to explore the weakness of human nature or to make positive and correct guidance are all issues that media and corresponding agencies, agents, advertisements and brands should consider together.
Huang Xiaochuan, founder and chairman of D&S media, believes that the rapid development of mobile Internet makes the channels for consumers to access information increase day by day, followed by the highly distracted attention of consumers. For marketing communication, the difficulty of information penetrating consumer's mind is also increasing.
Wang Yijing, general manager of video marketing strategy and deputy general manager of content cooperation center of Sohu, tells us that the uncertain 2019 has broken many people's thinking mode of "good platform + good IP = good effect". Sohu combined with its own successful cases in content marketing, said the password of self-made program creation: insight into people's hearts, find out the incision, focus on the phenomenon.
Netease attitude marketing strategy researcher said that in the Internet age, the establishment of various user circles, the penetration and cross-border of circle culture, from the perspective of marketing effect, those who win the circle win the world. Netease puts forward its own attitude marketing circle strategy: circle oriented, original attraction, that is, taking interest as algorithm, using ecological mechanism to stimulate interactive interest to generate empathy, and looking for barrier entrance.
Wu Di, general manager of Meituan's strategic customer development department, commented on meituan's "food + platform" strategy. Wu Di expressed his own views on how to build a multi-level scientific and technological service platform from the demand side to the supply side of the life service industry to form a full scene of life marketing, and put forward how meituan comments can build the multiplier effect of technology + scene with the brand to help the brand growth.
Du Jinsong, vice president of Huatie media group, believes that in the face of the development trend of increasingly block and homogenization of China's market in the future, high-speed rail media will become the most effective tool for advertisers to achieve the purpose of wide-ranging cross regional communication.
Liao Rui, general manager of Sogou precision advertising product department, put forward the technological innovation of Sogou search marketing from "artificial" to "intelligent", and its own products and technical advantages, providing the possibility and way to connect brands and consumers, so as to change the ecology of the whole marketing industry.
Song Miao, vice president of mom.com in the marketing sector of mom and baby, thinks that the digital marketing of mom and baby industry is a very challenging industry. The rapid iteration of the crowd, the strict control and intervention of government policies, and the rapid change of digital information technology all make the uncertainty of this industry more obvious. How to make sure brand marketing in the uncertain market environment is very important.
The relationship and trust between Party A and Party B are always hot issues. A forum to discuss the relationship between Party A and Party B is presided over by Gao Wuxiu, general manager of Yichuan information China. Zhou Weiyu, deputy general manager of CCTV international, Bai Jian, CEO of Lexon China, Zhao cong'an, CEO of CCE communication group, and Gu fan, general manager of Huaao dairy industry, jointly focus on the issue of "Party A and Party B's cooperative creativity" Expand the discussion.