Marketing Transformation in Mega Web Era

Mobile Internet is constantly "eroding" people's daily work and life. Under the dual drive of mobile smart terminals and mobile applications, China's mobile media ecology has achieved vigorous growth in 2014, and it is comprehensively reshaping people, equipment, information, Multiple connections between channels. At the same time, the rapidly evolving world of mobile Internet and the Internet of Everything are also transforming the traditional digital marketing industry chain.

Mega Web literally means "huge network." In the field of technology, Mega Web refers more to the networking technologies that connect people and people and people and things. With technological changes and social progress, the environmental characteristics of human-computer symbiosis will become more and more obvious. Under the ecology of Mega Web, big data will move from theory to practice and be really used by users.

Recently, the “2014 Tencent Wisdom Summit” was held in Shanghai, Beijing and Guangzhou. Tencent senior executive vice president and network media business group president Liu Shengyi proposed for the first time at the summit that humans are standing at the node of the dawning of the Mega Web era. In the Mega Web era, users will increasingly coexist with machines. The Internet will integrate into every corner of life like electricity; traditional technologies and new technologies will converge, and media integration will further exhibit resonance effects.

Some people think that the era of Mega Web will allow traditional media and channels to die, but in fact, it is a new element or new channel, a ubiquitous connection rather than a new media. The digital marketing industry must re-examine the value of disruption brought about by connections to consumers, the media, and big data marketing.

Liu Shengyi stated that "IT" is a familiar word, but in the past, people paid more attention to T (technology) and ignored I (information). Mega Web re-emphasized information itself and redefined the value of the connection between technology and people and information. .

According to Clay Shirky, author of the best-selling book, Cognitive Surplus, "Compared with the 20th century, the current media environment and model have undergone tremendous changes, and people's acceptance of information has changed from passive to active. The transmission method has changed from one-way communication to two-way communication. With smartphones, users can communicate back and forth, each individual will interact with the brand, and people have more freedom to share resources.” Meanwhile, Clay Sheki also emphasized that in today's media socialization and mobilization, attention to the connection between people and people is more important than focusing on the development of technology and equipment. Clay Sheki suggested that brands and media should pay more attention to users' interactive participation behavior and feedback information.

The popularity of mobile Internet is accelerating the frequency and range of connections. Users can connect to the Internet at any time and any place. In the future, the popularity and large-scale application of the Internet of Things will further link items and articles, goods and people, goods and information, goods and services. Liu Shengyi believes that the Mega Web era will bring about adjustments in the marketing landscape. The future marketing will be divided into two major parts: technical marketing and strategic marketing. The changes in the marketing landscape will put new demands on the marketing talent team. In this regard, Liu Shengyi proposed a concept called CMT (Chief Markting Technologists). He believes that the future marketing leader should be such a group of people: they have the core of the market and have insight into all the possibilities that technology can bring; they can truly embrace mobile Internet technology based on big data applications, and comprehensively consider and balance "technology. "Marketing" and "strategic marketing" thus reverse the subversive tide of the Internet economy.

In order to comply with the great changes brought about by digital marketing in the era of Mega Web, Tencent also shared the all-mobile media ecology strategy at this summit. Huang Hai, general manager of network media product technology department of Tencent's online media business group, pointed out: "Tencent has created a Tencent mobile living circle that covers hundreds of millions of netizens and all-time online. It fully meets and seamlessly connects users' information and entertainment. "The four major needs and scenarios of social networking, e-commerce, also provide a field for brand advertisers to conduct creative marketing on the Tencent mobile platform, bringing unique marketing value to customers."